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

Document Type : Original Article

Authors

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

Abstract

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.

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References

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Packaging Science and Art
Volume 15, Issue 58 - Serial Number 58
Serial number 58, summer 2024
September 2024
Pages 1-9

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History

  • Receive Date: 15 December 2023
  • Revise Date: 01 January 2024
  • Accept Date: 21 August 2024
  • Publish Date: 15 September 2024

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