بررسی تاثیر مشخصات بسته‌بندی محصول بر خریدهای اتفاقی مشتریان در فروشگاه‌های زنجیره‌ای (مورد مطالعه: فروشگاه‌های شهروند در تهران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد MBA، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

2 دانشیار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

چکیده

بازاریابی اغلب شامل ارتباطات سریع مانند مشاهده یک آگهی تلویزیونی، رانندگی از مقابل یک آگهی‌نمای خیابانی و مشاهدۀ بسته‌بندی‌ها در داخل یک سوپر مارکت است. بنابراین، هر عاملی که منجر به افزایش یا کاهش موفقیت در برقراری ارتباط در جامعه ارتباطاتی امروزی شود، حائز اهمیت است. در این میان مشخصات ظاهری محصول و بسته‌بندی آن عامل مهمی است که باید مورد توجّه قرار گیرد تا به کمک آن بتوان مشتریان زیادی برای فروشگاه جذب کرد، که اهداف اصلی تحقیق حاضر می‌باشد. روش تحقیق پژوهش حاضر، توصیفی همبستگی و مبتنی بر روش مدلسازی معادلات ساختاری است. برای سنجش متغیرها از پرسشنامه‌های استاندارد استفاده شده است و روایی و پایایی آن مورد تائید قرار گرفت. جامعه آماری پژوهش، مشتریان فروشگاه زنجیره‌ای شهروند می‌باشد که به روش نمونه‌گیری خوشه‌ای چند مرحله‌ای و با فرمول کوکران 225 نمونه آماری به‌دست آمد که در نهایت با پخش250 عدد پرسشنامه به دلیل ریزش احتمالی پرسشنامه‌ها، تعداد 225 پرسشنامه سالم در نهایت مورد تجزیه‌وتحلیل قرار گرفت. برای بررسی فرضیات و تجزیه‌و‌تحلیل اطلاعات از مدلسازی معادلات ساختاری با نرم‌افزار لیزرل 88/8 استفاده شده است. نتایج تحقیق نشان از تاثیر مثبت مشخصات بسته‌بندی محصول شامل مشخصات گرافیکی و اطلاعاتی محصول بر رفتار خرید اتفاقی دارد، همچنین، فرضیات فرعی تحقیق تائید شدند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Examining the Impact of Product Packaging Attributes on Customers’ Impulse Buying Behavior in Chain Stores (Case Study: Shahrvand Stores in Tehran)

نویسندگان [English]

  • Majid Khalvati 1
  • Mohammad Haghighi 2
1 Faculty of business management, College of management,University of Tehran, Tehran, Iran
2 Associate Professor, Faculty of Business Management, University of Tehran, Tehran, Iran.
چکیده [English]

Marketing frequently involves rapid communication channels, such as viewing a television advertisement, passing by a street billboard, or observing product packaging in a supermarket. Consequently, any factor that influences the success or failure of communication in today’s highly communicative society is of significant importance. Among these factors, the visual and informational attributes of a product and its packaging play a critical role in attracting a large customer base to a store, which constitutes the primary objective of this study. The research methodology employed in this study is descriptive-correlational, utilizing structural equation modeling (SEM) as the analytical technique. Standardized questionnaires were used to measure the variables, and their validity and reliability were confirmed. The study population consisted of customers from the Shahrvand chain store, with a sample size of 225 determined using Cochran’s formula through a multi-stage cluster sampling approach. To account for potential non-responses, 250 questionnaires were distributed, and ultimately, 225 valid questionnaires were analyzed. Structural equation modeling was conducted using LISREL 88/8 software to test the hypotheses and analyze the data. The findings of the study demonstrate a positive impact of product packaging characteristics, including graphical and informational elements, on impulse buying behavior. Furthermore, the subsidiary hypotheses of the research were supported.

کلیدواژه‌ها [English]

  • Packaging Specifications
  • Graphic Specifications
  • Informational Specifications
  • Green packaging
  • Impulsive Buying Behavior

Smiley face

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علوم و فنون بسته‌بندی
دوره 16، شماره 61 - شماره پیاپی 61
شماره پیا پی 61 بهار1404
خرداد 1404
صفحه 39-50

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سابقه مقاله

  • تاریخ دریافت: 27 فروردین 1404
  • تاریخ بازنگری: 21 اردیبهشت 1404
  • تاریخ پذیرش: 28 اردیبهشت 1404
  • تاریخ انتشار: 30 خرداد 1404

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