تحلیل مؤلفه‌های مؤثر بسته‌بندی بر تمایل به خرید محصولات غذایی

غنجی, مستانه; خوشنودی فر, زهرا; گودرزی, غلامرضا

تحلیل مؤلفه‌های مؤثر بسته‌بندی بر تمایل به خرید محصولات غذایی

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دکتری ترویج و آموزش کشاورزی، دانشگاه تربیت مدرس، تهران، ایران

² استادیار مجتمع آموزش عالی سراوان و استادیار مرکز تحقیقات و آموزش کشاورزی و منابع‌ طبیعی استان مرکزی، اراک، ایران

³ استادیار مرکز تحقیقات و آموزش کشاورزی و منابع طبیعی استان مرکزی، اراک، ایران

چکیده

در دنیای رقابتی امروزه با انواع مختلف محصولات، موفقیت هر محصول در فروش، مستلزم این است که بسته‌بندی و ظاهر محصول بتواند ارتباط مؤثری را با خریداران برقرار کند و زمینه جلب نظر مشتری را فراهم سازد. با توجه به نقش و اهمیت بسته‌بندی در رفتار خرید مصرف‌کننده، هدف این پژوهش، بررسی و تحلیل مؤلفه‌های مؤثر بسته‌بندی بر تمایل به خرید محصولات غذایی است. نوع پژوهش از نظر هدف کاربردی و به لحاظ ماهیت روش کار از نوع توصیفی (غیرآزمایشی) است. جامعه آماری پژوهش حاضر، شامل کلیه مصرف‌کنندگان محصولات بسته‌بندی‌شده مواد غذایی است که به فروشگاه‌های زنجیره‌ای در سطح شهر اراک مراجعه نموده‌اند. نمونه آماری با توجه به جدول کرجسی و مورگان به تعداد 364 نفر تعیین و با روش نمونه‌گیری تصادفی ساده انتخاب شدند. ابزار جمع‌آوری داده‌ها، پرسشنامه‌ای استاندارد و ساختارمند بود که روایی محتوایی و صوری آن با استفاده از نظر متخصصان و صاحب‌نظران امر و پایایی آن با استفاده از ضریب آلفای کرونباخ مورد تائید قرار گرفت. یافته‌ها نشان داد مؤلفه‌های بسته‌بندی مؤثر بر میل به خرید محصولات غذایی به ترتیب در عامل‌های (رنگ بسته‌بندی)، (طرح بسته‌بندی) و (اندازه بسته‌بندی) خلاصه شدند. در مجموع این عوامل توانستند 73 درصد از کل واریانس متغیر وابسته را تبیین نمایند. می‌توان گفت بسته‌بندی مواد غذایی بر افزایش فروش مؤثر است. نتایج این تحقیق نشان داد شرکت‌هایی که در زمینه تولید و بسته‌بندی محصولات غذایی، برنامه‌ریزی دقیق و سنجیده‌ای دارند، در بلندمدت می‌توانند از طریق کسب مزیت رقابتی در میان رقبا عملکرد بهتری کسب کنند و این مزیت رقابتی منجر به افزایش فروش در طی زمان می‌گردد.

کلیدواژه‌ها

20.1001.1.22286675.1401.13.51.2.5

موضوعات

استاندارد و نقش الزامات در بسته بندی

عنوان مقاله [English]

Analysis of the Effective Elements of Packaging on the Willingness to Buy Food Products

نویسندگان [English]

mastaneh Ghonji ¹
Zahra Khoshnodifar ²
Gholamreza Godarzi ³

¹ Tarbiat Modares university

² Markazi Agricultural and Natural Resources Research and Education center, AREEO, Arak, Iran. Assistant Professor of Saravan Higher Education Complex, Saravan. Iran.

³ Agricultural Research, Education & Extension Organization (AREEO), Assistant professor of Agricultural and Natural Resources Research and Education Center of Markazi province, Arak. Iran

چکیده [English]

In today's competitive world with different types of products, the success of each product in sales, requires that the packaging and appearance of the product be capable of establishing an effective relationship with buyers, providing the basis for influencing the customer's opinion. Considering the role and importance of packaging in consumer purchase behavior, the purpose of this research is to investigate and analyze the effective elements of packaging on customer willingness to buy food products. The type of research is applied in terms of purpose and descriptive (non-experimental) in terms of the nature of the work method. The statistical population of this research is the population of packaged food products consumers, who shop at Arak chain stores. According to the table of Karjesi and Morgan, the number of statistical samples were determined to be 364 and these people were selected by a simple random sampling method. The data collection tool was a standard and structured questionnaire, whose content and face validity were confirmed using the opinion of specialists and experts, and its reliability was confirmed by using the Cronbach's alpha coefficient. The findings show that the packaging elements affecting the willingness to buy food products in descending order, are packaging color, packaging design and packaging size. In total, these factors are able to explain 73% of the total variance of the dependent variable. It can be said that food packaging is effective in increasing sales. The results of this research shows that the companies that have detailed and thoughtful planning in the field of food products production and packaging can achieve better performance among competitors through gaining a competitive advantage in the long run. This competitive advantage leads to increased sales over time.

کلیدواژه‌ها [English]

Packaging
Purchase of Products
Consumer Intention and Desire
Food Products

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