تحلیلی بر رفتارهای انحرافی مثبت و منفی بسته بندی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

3 دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

چکیده

بسته­بندی به دلیل آخرین نقطه تماس بودن برای فروش، دارای اهمیتی بالایی است. رفتارهای انحرافی در حوزه­های مختلف بازاریابی از جمله بسته­بندی، یکی از موضوعات مهمی است که نیازمند توجه جدی است. هدف پژوهش بررسی رفتارهای انحرافی منفی و مثبت در حوزه  بسته­بندی است. پژوهش حاضر با توجه به هدف توسعه­ای کاربردی، با توجه به روش جمع­آوری داده­ها، توصیفی - پیمایشی و با توجه به رویکرد و نحوه اجرا، اکتشافی می­باشد. جامعه آماری شامل فعالان شرکت­های مواد غذایی، و اساتید دانشگاه است. با روش نمونه­گیری هدفمند با 25 نفر مصاحبه شد. با روش نظریه داده بنیاد و مصاحبه­های عمیق نیمه ساختاریافته، داده­های به دست آمده مورد تحلیل قرار گرفت و مدل­های مربوط به حوزه بسته­بندی طراحی شد. در بخش منفی پیشایندها شامل سیاست­های بسته­بندی، عوامل مالی، عوامل تخصصی، عوامل ارتباطی، عوامل محیطی، و عوامل فردی؛ رفتارها شامل انحراف بصری، انحراف اطلاعاتی، انحراف کارکردی، و انحراف اخلاقی       بسته­بندی؛ استراتژی­ها شامل کوچک­سازی، بسته­بندی کاذب، و تقلیدگرایی در بسته­بندی؛ و پیامدها شامل تخریب عملکرد مشتریان، تخریب اعتماد مشتریان، و تخریب عملکرد رقابتی است. در بخش مثبت پیشایندها شامل پویایی مشتری، پویایی رقابتی، پویایی سازمانی، و پویایی محیطی؛ رفتارها شامل خلاقیت در بسته­بندی، و بسته­بندی اخلاقی؛ استراتژی­ها شامل بسته­بندی نمادگرا، بسته­بندی سبز، اعتمادآفرینی، و آگاهی بخشی؛ و پیامدها شامل تقویت عملکرد رقابتی، تقویت عملکرد مشتریان، اعتماد مشتریان، تقویت شهرت شرکتی است. نتایج نشان داد که حوزه بسته­بندی در صنعت غذایی مستعد بروز رفتارهای انحرافی منفی و مثبت می­باشد. این پژوهش با ارائه مدل­های رفتارهای انحرافی (منفی و مثبت) در حوزه بسته­بندی، درک عمیقی نسبت به بسته­بندی در صنایع غذایی ارائه می­کند.
 

کلیدواژه‌ها


عنوان مقاله [English]

An analysis of positive and negative deviant behaviors of packaging

نویسندگان [English]

  • Zahra Ahmadi alvar 1
  • Davood Feiz 2
  • Meysam Modarresi 3
1 Ph.D. of Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University
2 Professor, Faculty of Economics, Management and Administrative Sciences, semnan university
3 Associate Prof., Faculty of Economic, Management, and Administrative Sciences, Semnan University
چکیده [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]

  • Negative behavior
  • positive behavior
  • packaging deviance behaviors
  • packaging
  • food industry

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دوره 15، شماره 60 - شماره پیاپی 60
شماره پیا پی 60 زمستان 1403
اسفند 1403
صفحه 27-41
  • تاریخ دریافت: 19 آبان 1403
  • تاریخ بازنگری: 22 آبان 1403
  • تاریخ پذیرش: 17 دی 1403
  • تاریخ انتشار: 20 اسفند 1403