Packaging Science and Art

Packaging Science and Art

Evaluation and Futuristic View of Fruit, Vegetable and Fast-Moving Consumer Goods (FMCG) Packaging Industry and Presentation of a Plan and Strategy Using the SWOT and QSPM Methods

Document Type : Original Article

Authors
ali badizadeh 1
Arian Sharifi 2
mahdi alikazemi 1
maliheh rahmati 1
reihaneh malekan 1
1 Department of Industrial Management, Faculty of Management, Islamic Azad University, Qazvin Branch (Barajin)
2 Department of Industrial Management, Faculty of Management, Islamic Azad University, Qazvin Branch, Qazvin, Iran
Abstract
The present study evaluates the industry of packaging fruit, vegetables and perishable food (FMCG) with a futuristic view in mind, proposing a plan and strategy using the SWOT and QSPM methods, to create a new field for employment. The research type is analytical-descriptive with a practical purpose and the reasoning is inductive. Information collection in the theoretical part is done through library studies, books and articles, and the analytical part includes a statistical population of 85 managers, specialists and industrial experts, 35 of which are selected as the statistical sample of the research using Morgan's table. The samplings are organized and classified according to the parameters of the study. In the first step, the strengths and weaknesses, opportunities and threats are determined by the theoretical data saturation method for the evaluation and future research of the mentioned industry. Then, SWOT analysis is used in order to develop the final strategies. In order to ensure the accuracy and determine the ranking of the determined strategies, the QSPM matrix is used in the last step. Through the procedures of examining the strengths, weaknesses, opportunities and threats related to the evaluation and the futuristic view of this industry, reaching data saturation, checking the IFE, EFE and QSPM matrices and making the necessary analyses, it becomes clear that the strengths are less than the weaknesses and the opportunities for development are more than the threats. Therefore, in the current research after formulating the solutions, the final prioritized strategies for evaluation and futuristic view of the fruit, vegetables and perishable food (FMCG) packaging industry are ranked and presented.
Keywords
Packaging Industry
Future Study
SWOT
FMCG
IFE-EFE
QSPM
Subjects
  • Soltani, M. Jafari, & S. Majidi,”Identifying the components of the consumer's purchase decision from the point of view of product packaging and investigating the effect of the level of mental involvement on these components,” Iranian food sciences and industries, vol. 72, pp. 243-257, 2017. (In Persian)
  • Sahaf Zadeh, F. Mansouri, H. Khodadad Hosseini, & A. Kord Naeij,” The effect of packaging dimensions on the satisfaction and mental involvement of customers in purchasing with emphasis on the mediating role of their attitude towards packaging,” Science and food industries of Iran, vol. 59, pp.109-122, 2016. (In Persian)
  • Motameni, H. Moradi, A. Hemmati, A. Hashemzade, & V. Moradi,” The effect of visual and informational packaging factors on repurchasing intention of edible items,” Journal of Food Science and Technology, vol. 42, pp.31- 42, 2014. (In Persian)
  • Ampuero, & N. Vila, Consumer perceptions of product packaging. Journal of consumer marketing, vol. 2, pp.100-112, 2006.
  • Givi,” How color effects in packaging, marketing and sales.” Journal of packaging science and techniques, vol. 26, pp.32-45, 2016. (In Persian)
  • Emampour, Packaging,” business development factor,” Scientific Quarterly Journal of Packaging Sciences and Techniques, vol. 3, pp.40-47, 2010. (In Persian)
  • Arefi, M. Nekui,” Effect of packaging on the image of identification in food products,” Business management perspective magazine, vol. 4, pp. 107-124, 2010. (In Persian)
  • Silayoi, & M. Speece,” The importance of packaging attributes: a conjoint analysis approach”, European journal of marketing, vol. 11/12, pp. 1495-1517, 2007.
  • Naderi, Y. Maghsodlo,” 2nd Using smart packaging in fruits and vegetables,” Conference on New Finding in Environment and Agricultural Ecosystems, 2015. (In Persian)
  • Shafie Nikabadi, A. Karbasi Khi,” A comparative study of Beshmanadaz text and the mission statement of top companies and Iranian companies in the food industry using text mining and clustering techniques,” Quarterly journal of the future of management research, vol. 111, pp.29-52, 2017. (In Persian)
  • Feiz, & A. Salahshour,” The role of packaging in marketing,” Semnan: Semnan University Publication, 2008. (in Persian)
  • Rahbari, M. Davoodi, & M. Haghzad,” Design features of food packaging,” Promotional scientific journal of packaging science and techniques, vol. 20, pp.40-47, 2014. (In Persian)
  • Wyrwa, & A. Barska,” Innovations in the food packaging market: active packaging,” European Food Research and Technology, vol. 10, pp.1681-1692, 2017.
  • Magnier, J. Schoormans, & R. Mugge,” Judging a product by its cover: Packaging sustainability and perceptions of quality in food products,” Food quality and preference, vol. 53, pp.132-142, 2016.
  • Bahrainizad, & A. Rajabi,” Consumers' perception of usability of product packaging and impulse buying: considering consumers’ mood and time pressure as moderating variables,” Journal of Islamic Marketing, vol. 2, pp.262-282, 2018.
  • Hollywood, L. Wells, G. Armstrong, & H. Farley,” Thinking outside the carton: attitudes towards milk packaging,” British Food Journal, vol. 6, pp.899-912, 2013.
  • Khakbiz,” Advertising packaging,” Packaging Industry, vol (7), pp. 22-59, 2004.
  • Kazemian, M. Shafie Nikabadi, & D. Faeiz,” Future research of the food packaging industry in Iran with a scenario approach in 2025,” Journal of Business Management, vol. 5, pp.839-864, 2020. (In Persian)
  • Wang, S.T,” The influence of visual packaging design on perceived food product quality, value, and brand preference,” International Journal of Retail & Distribution Management, vol. 10, pp.805-816, 2013.
  • W. Han, L. Ruiz‐Garcia, J.P. Qian, & X.T. Yang,” Food packaging: A comprehensive review and future trends,” Comprehensive Reviews in Food Science and Food Safety, vol. 4, pp.860-877, 2018.
  • Olsmats, & J. Kaivo-Oja,” European packaging industry foresight study—identifying global drivers and driven packaging industry implications of the global megatrends,” European Journal of Futures Research, vol. 1, p.39, 2014.
  • Aghazadeh, M. Haghighi, & E. Ebrahimi, “Investigating the effect of visual and informational aspects of packaging on purchase intention,” Journal of Business Management Perspective, vol. 7, pp. 111-135, 2011. (In Persian)
  • Emampour. Packaging,” business development agent,” Journal of packaging science and techniques, vol. 2, pp.40-47, 2010. (In Persian)
  • Firuzian, T. Hasangholi Pour, & M. Astyri,” Investigating the effect of packaging factors on different behavioral processes of food product consumers,” Journal of Business Management, vol. 3, pp.125-146, 2009. (In Persian)
  • Forghani, M. Motevaseli, & R. Mohammad Kazemi,” Identification of effective factors on the selection of customers in food packaging,” Journal of packaging science and techniques, vol. 9, pp.18-31, 2012. (In Persian)
  • Hosseini, M. Habibi Najafi, & N. Sedaghat,” Investigating the effect of packaging type and storage conditions on the color stability of cherry compote,” Iranian Journal of Food Sciences and Industries, vol. 20, pp.45-51, 2009. (In Persian)
  • Khazaei, A. Mahmodzadeh,” Future study,” Elmafarin Esfahan, 2014. (In Persian)
  • Khodabakhshi, A. adeghi,” Investigating the effect of packaging size and design on purchase intention and customer satisfaction,” Scientific Quarterly Journal of Packaging Sciences and Techniques, vol. 31, pp.30-41, 2017. (In Persian)
  • Rahim Nia, M. Alavi, & M. Najafi Siahroodi,” Investigating the effect of the visual and functional features of packaging on the purchase of food products by adjusting the variable of the customer's cognitive landscape,” Journal of Business Management, vol. 5, pp.65-82, 2012. (In Persian)
  • Rahim Nia, M. Mortazavi,” Investigating the effect of Porter's differentiation strategy on organizational performance through the packaging of goods in the food companies of Astan Quds Razavi,” Journal of Business Management, vol. 3, pp.71-86, 2009. (In Persian)
  • Shirvani Naghani, S. Fazli, & E. Keshavarz Turk, “Introducing a Process-based Model for Strategic Foresight in Iranian Companies,” Journal of Business Management, vol. 2, pp.349-370, 2018. (In Persian)
  • Study Center of the Academy of Sciences, Department of Foresight Studies of Science and Technology,” An income for future research,” Pars Zia Publications, 2014. (In Persian)
  • Fernqvist, A. Olsson, & S. Spendrup,” What’s in it for me? Food packaging and consumer responses, a focus group study,” British Food Journal, vol. 3, pp.1122-1135, 2015.
  • W Glaister, J.R. Falshaw,” Strategic planning still going strong. Long Range Planning,” Long Range Planning, vol. 1, pp.107-116, 1999.
  • Jessica Glass, H. Gordon Kruse, A. Scott Miller,” Socioeconomic considerations of the commercial weathervane scallop fishery off Alaska using SWOT analysis,” Ocean & Coastal Management, vol, 105, pp. 154-165, 2015.
  • Rundh,” Linking packaging to marketing: how packaging is influencing the marketing strategy,” British Food Journal, vol. 11, pp.1547-1563, 2013.
  • Rundh, & B. Rundh,” The role of packaging within marketing and value creation,” British Food Journal, vol. 10, pp.2491-2511, 2016.
  • Sharma, & G. Ghoshal. Emerging trends in food packaging. Nutrition & Food Science, vol. 5, pp.764-779, 2018.
  • Sarter, G. Sarter, P. Gilabert,” ASwot analysis of HACCP,” implementation in Madagascar Food Control, vol, 21, pp. 253-259, 2010.
  • Sorrell, J. O'Malley E, Schleich, S. Scott,” Barriers to Cost Effective Investment,” Edward Elgar, Cheltenham, 2004.
  • Simmonds, & C. Spence,” Thinking inside the box: How seeing products on, or through, the packaging influences consumer perceptions and purchase behavior,” Food Quality and Preference, vol. 62, pp. 340-351, 2017.
Packaging Science and Art
Volume 13, Issue 51 - Serial Number 51
Serial number 51. autumn 2022
Winter 2023
Pages 1-12

  • Receive Date 10 February 2022
  • Revise Date 22 May 2022
  • Accept Date 02 October 2022
  • Publish Date 21 January 2023