نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران
2 گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
There are a lot of brands and products in the food industry and there is a lot of competition. Packaging, as the first element that the consumer encounters, plays a very important role in this field. On the other hand, in recent years, health has become one of the most important criteria for consumers in choosing food ingredients and products. If the packaging has the ability to communicate health to the consumer, it has taken a long step to convince and reassure the consumer. This research was conducted with the aim of evaluating the effect of packaging shape and color on the perceived health of dairy products in Tehran, and with three preliminary studies and one final study, it is among multi-method research. In the study (1), among dairy products, two milk and cream products were identified as healthy and unhealthy products. In the study (2), dairy products available in the market were examined in terms of packaging shape and color. In study (3), for each of the two healthy and unhealthy products, two package shapes and two colors of healthy and unhealthy packaging were identified. The final study included 8 conditions (2 products x 2 shapes of healthy/unhealthy packaging x 2 colors of healthy/unhealthy packaging). The final findings of this research showed that in a healthy product, the shape of the packaging is effective on the perceived health of consumers (p=0.016131 and 2=0.048881) and also people who pay more attention to their health have a healthier perception of packaging with a healthy shape. (p=0.005934 and 2=0.063439). In the unhealthy product, none of the two factors of packaging shape and color were effective on the perceived healthiness.
کلیدواژه‌ها [English]
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