بررسی نقش بسته بندی و بازاریابی بر ترجیحات مصرف کنندگان گوشت در تهران

سالاری, سعید; واعظی, لیلا; سری دیوشلی, ابراهیم

بررسی نقش بسته بندی و بازاریابی بر ترجیحات مصرف کنندگان گوشت در تهران

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانشجوی دکتری گروه اقتصاد کشاورزی دانشگاه آزاد اسلامی واحد رودهن، رودهن، ایران

² استادیار گروه اقتصاد کشاورزی دانشگاه آزاد اسلامی واحد رودهن، رودهن، ایران

³ استادیار گروه اقتصاد کشاورزی دانشگاه آزاد اسلامی واحد ارسنجان، ارسنجان، ایران

چکیده

شناخت الگوهای رفتاری و سلیقه‌های مصرف‌کنندگان در جوامع گوناگون و ارزیابی عملکرد آنان با در نظر گرفتن تفاوت‌های فرهنگی و نوع محصولات مورد استفاده، بسته بندی و راهبردهای بازاریابی، از اهمیت زیادی برخوردار است. در این پژوهش با بهره گیری از تجربیات مصرف کنندگان خانوارهای شهر تهران، عوامل مؤثر بر ترجیحات مصرف کنندگان انواع گوشت (قرمز، مرغ و ماهی)، از جمله شاخصهای بستهبندی و بازاریابی، بررسی شد. جهت بررسی و تجزیهوتحلیل داده‌ها، از مدل لاجیت چندگانه (MNL) استفاده شده است. برای جمعآوری دادههای موردنیاز، نمونهای متشکل از 385 خانوار از جامعه آماری 3189982 خانوار در شهر تهران با استفاده از نمونه گیری چندمرحلهای و فرمول کوکران انتخاب شد. در این پژوهش، گروه مصرفی گوشت مرغ با توجه به اینکه بیشترین فراوانی را دارد، به‌عنوان گروه پایه در نظر گرفته‌ شده است. نتایج حاصل از برآورد الگوی اقتصادسنجی لاجیت چندگانه نشان داد که متغیرهایی مانند سن، سطح تحصیلات، درآمد خانوار، ارزش غذایی، کیفیت محصولات گوشت قرمز و ماهی، بسته بندی و تبلیغات بازاریابی، اثر مثبت و معناداری بر ترجیحات مصرف‌کنندگان دارند. به عبارت دیگر، با افزایش این متغیرها، احتمال انتخاب محصولات گوشت قرمز و ماهی توسط مصرف‌کنندگان افزایش می‌یابد. از سوی دیگر، متغیرهایی نظیر اندازه خانوار و قیمت محصولات، تأثیر منفی و معناداری بر تمایل به مصرف گوشت قرمز و ماهی داشته‌اند. در نهایت، نتایج این مطالعه می‌تواند به تولیدکنندگان و مدیران بازار در شناخت بهتر الگوی رفتاری مصرف‌کنندگان گوشت و عوامل مؤثر بر آن کمک کند تا بتوانند محصولات و سیاست‌های بازاریابی متناسب‌تری اتخاذ نمایند.

کلیدواژه‌ها

20.1001.1.22286675.1403.15.58.1.2

موضوعات

بسته بندی در زنجیره تأمین

عنوان مقاله [English]

Examining the Role of Packaging and Marketing on the preferences of meat consumers in Tehran

نویسندگان [English]

Saeed Salari ¹
Leyla Vaezi ²
Ebrahim Serri Divshali ³

¹ PH.D. Candidate, Department of Agricultural Economics, Islamic Azad University, Roudehen Branch

² Department of Agricultural Economics, Islamic Azad University, Roudehen Branch

³ Department of Agricultural Economics, Islamic Azad University, Arsanjan Branch

چکیده [English]

Understanding consumer behavior patterns and preferences across different societies, and evaluating their performance by considering cultural differences, product types, packaging, and marketing strategies, is of great importance. In this research, using the experiences of households in Tehran, the influencing factors on consumer preferences for different types of meat (red, chicken, and fish), including packaging and marketing indices, were investigated. A Multiple Logit model (MNL) was used to examine and analyze the data. To collect the required data, a sample consisting of 385 households was selected from the statistical population of 3,189,982 households using multi-stage sampling and Cochran's formula. In this research, the consumption group of chicken meat is considered the baseline group due to its highest frequency. The results obtained from estimating the multivariate logit econometric model showed that variables such as age, education level, household income, packaging and marketing advertising, nutritional value, and quality of red meat and fish products have a positive and significant effect on consumer preferences. In other words, as these variables increase, the likelihood of consumers choosing red meat and fish products also increases. On the other hand, variables such as household size and product prices have had a negative and significant impact on the tendency to consume red meat and fish. Ultimately, the results of this study can help producers and market managers better understand consumer behavior patterns of meat and influential factors in order to adopt more appropriate products and marketing policies.

کلیدواژه‌ها [English]

Consumer preferences
Packaging
multiple logit model
chicken meat
Tehran

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