ارزیابی اثر شکل و رنگ بسته‌بندی بر سلامت درک شده‌ی محصولات لبنی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

2 کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

3 دانشجوی دکتری مدیریت بازاریابی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

چکیده

در صنعت مواد غذایی انبوهی از برندها و محصولات وجود دارد و رقابت بسیار شدیدی حاکم است. بسته‌بندی به‌عنوان اولین عنصری که مصرف‌کننده با آن روبرو می‌شود، نقش بسیار مهمی در این زمینه ایفا می‌کند. از سوی دیگر، در سال‌های اخیر، سلامت به یکی از مهم‌ترین معیارهای مصرف‌کنندگان در انتخاب مواد و محصولات غذایی تبدیل‌شده است. بسته‌بندی اگر این توانایی را داشته باشد تا سلامت را به مصرف‌کننده مخابره کند، گام بلندی را برای اقناع و اطمینان بخشی به مصرف‌کننده برداشته است. این پژوهش با هدف ارزیابی اثر شکل و رنگ بسته‌بندی بر سلامت درک شده‌ی محصولات لبنی در شهر تهران انجام‌گرفته و با سه مطالعه‌ی مقدماتی و یک مطالعه‌ی نهایی در زمره‌ی پژوهش‌های چند روشی است. در مطالعه‌ی(1)، از میان محصولات لبنی، دو محصول شیر و خامه به‌عنوان محصولات سالم و ناسالم شناسایی شد. در مطالعه‌ی(2) محصولات لبنی موجود در بازار از حیث شکل و رنگ بسته‌بندی مورد بررسی قرار گرفتند. در مطالعه‌ی(3) برای هرکدام از دو محصول سالم و ناسالم، دو شکل بسته و دو رنگ بسته‌بندی سالم و ناسالم شناسایی شد. مطالعه‌ی نهایی دربردارنده 8 حالت (2 محصول×2 شکل بسته‌بندی سالم/ناسالم×2 رنگ بسته‌بندی سالم/ناسالم) بود. یافته‌های نهایی این پژوهش نشان داد که در محصول سالم، شکل بسته‌بندی بر سلامت درک شده‌ی مصرف‌کنندگان مؤثر است (0.016131=p و 0.048881=2) و همچنین افرادی که به سلامت خود توجه بیشتری نشان می‌دهند، ادراک سالم‌تری از بسته‌بندی با شکل سالم دارند (0.005934=p و 0.063439=2). در محصول ناسالم هیچ‌یک از دو عامل شکل و رنگ بسته‌بندی بر سلامت درک شده مؤثر نبودند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Evaluating the effect of packaging shape and color on the perceived healthiness of dairy products

نویسندگان [English]

  • shahriar azizi 1
  • Amir Hossein Gharavi Rudsari 2
  • Hesamedin Nemati 3
1 Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran,Iran
2 Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University
3 Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University
چکیده [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]

  • Packaging
  • packaging shape
  • packaging color
  • perceived health
  • dairy products

Smiley face

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علوم و فنون بسته‌بندی
دوره 15، شماره 59 - شماره پیاپی 59
شماره پیا پی 59 پاییز 1403
آذر 1403
صفحه 9-19

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  • تاریخ دریافت: 22 تیر 1403
  • تاریخ بازنگری: 13 مرداد 1403
  • تاریخ پذیرش: 22 مهر 1403
  • تاریخ انتشار: 01 آذر 1403

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