نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان
2 استاد و عضو هیات علمی دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان
3 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Packaging is very important because it is the last point of contact for sales. Deviant behaviors in various fields of marketing, including packaging, are one of the important issues that require serious attention. The aim of the research is to investigate negative and positive deviant behaviors in the field of packaging. Present research is developmental-applicative in terms of purpose, and is a descriptive survey in terms of data collection and exploratory in terms of approach. The statistical population includes activists of food companies, and university professors who were interviewed through purposeful sampling with 25 of them. With the method of foundational data theory and in-depth semi-structured interviews, the obtained data were analyzed and models related to the field of packaging were designed. In the negative part, the antecedents include packaging policies, financial factors, specialized factors, communication factors, environmental factors, and individual factors; Behaviors include visual deviance, informational deviance, functional deviance, and ethical deviance of packaging; Strategies include miniaturization, pseudo-packaging, and mimicry in packaging; And the consequences include the destruction of customer performance, the destruction of customer trust, and the destruction of competitive performance. In the positive part, the antecedents include customer dynamics, competitive dynamics, organizational dynamics, and environmental dynamics; Behaviors include creativity in packaging, and ethical packaging; Strategies include symbolic packaging, green packaging, trust building, and awareness; and the consequences include strengthening competitive performance, strengthening customer performance, customer trust, strengthening corporate reputation. The results of the research showed that the field of packaging in the food industry is prone to negative and positive deviant behaviors. This research provides a deep understanding of packaging in the food industry by presenting models of deviant behaviors (negative and positive) in the field of packaging.
کلیدواژه‌ها [English]
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