تحلیل محتوای عناصر طراحی بسته‌بندی محصولات آجیل ‌و خشکبار و بررسی ارتباط آن با قصد خرید مشتریان (مورد مطالعه: آجیل ‌و خشکبار نارمک)

نظام پور, مینا; رجوعی, مرتضی; درودی, مجتبی

تحلیل محتوای عناصر طراحی بسته‌بندی محصولات آجیل ‌و خشکبار و بررسی ارتباط آن با قصد خرید مشتریان (مورد مطالعه: آجیل ‌و خشکبار نارمک)

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ کارشناس ارشد مدیریت استراتژیک، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران

² استادیار گروه مدیریت، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران

³ کارشناس ارشد مدیریت بین الملل، دانشگاه آزاد نیشابور، نیشابور، ایران

چکیده

در دنیای رقابتی امروزی با انواع مختلف کالا، موفقیت هر محصول در فروش، مستلزم این است که بسته‌بندی و ظاهر محصول بتواند ارتباط مؤثری را با خریداران ایجاد کند و زمینه‌ی جلب نظر مشتری را فراهم سازد. با توجه به تقش و اهمیت بسته‌بندی در رفتار خرید مصرف‌کننده، هدف این مطالعه، تحلیل و بررسی محتوای ساختاری، گرافیکی و ارتباطی بسته‌بندی محصولات آجیل ‌و خشکبار برند نارمک و ارتباط آن با قصد خرید مشتریان است. روش پژوهش حاضر یک پژوهش توصیفی از نوع پیمایشی است، جامعه‌ی آماری این تحقیق، 150 نفر از نمایندگان فروش محصولات آجیل‌ و خشکبار برند نارمک در هشت استان هستند. ابزار جمع‌آوری داده‌ها پرسش‌نامه‌ی محقق بود که روایی آن با استفاده از اعتبار صوری و پایایی آن با استفاده از آلفای کرونباخ محاسبه شد و تجزیه و تحلیل داده‌ها با استفاده از نرم‌افزار SPSS و رگرسیون لجستیک انجام شد. نتایج نشان می‌دهد که عناصر گرافیکی بسته‌بندی محصول، بیشترین تأثیر را بر قصد خرید مشتریان از محصولات برند نارمک و عناصر ساختاری بسته‌بندی محصول، کمترین اثر را دارد.

کلیدواژه‌ها

20.1001.1.22286675.1400.12.48.2.2

موضوعات

طراحی بسته بندی

عنوان مقاله [English]

Content Analysis of Product Packaging Design Elements of Nuts and Dried Fruits, and Study of Its Relationship with Customers' Purchasing Decisions (Case Study: Narmak Nuts and Dried Fruits)

نویسندگان [English]

Mina Nezampour ¹
Morteza Rojuee ²
Mojtaba Daroodi ³

¹ M.Sc in strategic management, Imam Reza International University, Mashhad, Iran

² Management Department, Imam Reza International University, Mashhad, Iran

³ M.Sc in International Management, Neyshabour Azad University, Neyshbour, Iran

چکیده [English]

In today's competitive world with different types of goods, the packaging and appearance of the product can attract the customer's attention and create a special impression on buyers in order to successfully sell any product.The purpose of this study is the content analysis of the structural, graphical and informational elements of product packaging of nuts and dried fruits of Narmak brand and study its relationship with customers' purchasing decision, considering the role and importance of packaging in consumer buying behavior. The method of this study is descriptive survey research. The population of this study is 150 sales representatives of nuts and Dried Fruits of Narmak brand in eight provinces of Iran. In order to collect data, a questionnaire tool was used. The validity of the questionnaire was calculated using face validity and its reliability was calculated using Cronbach's alpha. Then, the data analysis was done using SPSS software and logistic regression. The results show that graphical elements of product packaging have a significant impact on purchasing decisions to buy Narmak brand products and structural elements of product packaging have the least effect.

کلیدواژه‌ها [English]

Packaging Design Elements
Purchase Decision
Logistic Regression
Nuts and Dried Fruits
Narmak Brand

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