واکاوی عوامل مؤثر بر انتخاب بسته‌بندی شفاف و غیرشفاف در محصولات غذایی (چیپس و بادام زمینی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران

2 استادیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران

3 استادیار، گروه روانشناسی، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران

4 دانشجوی کارشناسی نقاشی، گروه هنر، دانشکده مهندسی، دانشگاه زنجان، زنجان، ایران.

5 دانشجوی کارشناسی ارشد روانشناسی شناختی، دانشکده علوم شناختی، دانشگاه شهید بهشتی، تهران، ایران.

چکیده

رفتار خرید مصرف‌کننده، فرایند پیچیده‌ای است که تحت تأثیر عوامل مختلفی قرار دارد. بسته‌بندی محصول یکی از این عوامل است که نقش مهمی در فروش دارد. هدف تحقیق حاضر آن است تا به شناسایی عوامل مؤثر بر انتخاب نوع بسته‌بندی بپردازد. برای این منظور از روش ترکیبی استفاده شد. بدین صورت که در جمع‌آوری داده از روش آزمایشی و در تحلیل داده، روش کیفی با رویکرد استقرایی به‌کار برده شد. داده‌ها با استفاده از آزمون انتخاب تصاویر و پرسشنامه جمع‌آوری گردید. در پژوهش حاضر تعداد هفتاد و چهار خریدار دو محصول چیپس و بادام زمینی به صورت هدفمند مشارکت کردند. حجم نمونه بر اساس اشباع نظری و کیفیت اطلاعات تعیین گردید. داده‌ها در دو بخش توصیفی و کیفی به ترتیب با نرم‌افزارهای SPSS و Atlas.ti مورد تحلیل قرار گرفتند. یافته‌ها نشان داد اغلب مشارکت‌کنندگان (بیش از 47 درصد) تمایل بیشتری به انتخاب بسته‌بندی مات (غیرشفاف) برای هر دو محصول داشتند. قابلیت مشاهده محتوای بسته‌بندی برای هر دو محصول، بیشترین فراوانی را به خود اختصاص داد. در حالی که جذابیت بسته‌بندی برای چیپس و رنگ بسته‌بندی برای بادام زمینی در رتبة بعدی قرار داشت. دو مضمون جذابیت بصری و طراحی بسته‌بندی، و شفافیت بسته‌بندی برای هر دو محصول بیشترین اهمیت را داشتند و ترتیب اهمیت سایر مضامین برای دو محصول متفاوت بود. علاوه بر این، یافته‌ها نشان داد اهمیت عوامل با توجه به نوع بسته‌بندی و جنسیت متفاوت می‌باشد. خریداران هنگام انتخاب محصول، عوامل مختلفی را در نظر می‌گیرند که ممکن است تحت تأثیر جنسیت و جدید بودن محصول/ نشان تجاری قرار داشته باشند و شرکت‌ها باید به این عوامل توجه کافی داشته باشند.

کلیدواژه‌ها

عنوان مقاله [English]

Analysis of Factors Affecting the Choice Between Transparent and Opaque Packaging in Food Products (Chips and Peanuts)

نویسندگان [English]

  • Omid Mahdieh 1
  • Ahmad Fallahi 2
  • Jaber Alizadehgoradel 3
  • Shamim Maghsoudi Velni 4
  • Mina Shiri Yekta 5
1 Associate Professor, Department of Managment, Faculty of Humanities, University of Zanjan, Zanjan, Iran.
2 Assitant Professor, Department of Sport Sciences, Faculty of Humanities, University of Zanjan, Zanjan, Iran.
3 Assitant Professor, Department of Psychology, Faculty of Humanities, University of Zanjan, Zanjan, Iran
4 Bachelor of Arts student in Painting, Department of Art, Faculty of Engineering, University of Zanjan, Zanjan, Iran.
5 Master's student in Cognitive Psychology, Faculty of Cognitive Sciences, Shahid Beheshti University, Tehran, Iran.
چکیده [English]

Consumer buying behavior is a complex process that is influenced by various factors. Product packaging is one of these factors that plays an important role in sales. The aim of the present study is to identify the factors affecting the choice of packaging type. For this purpose, a mixed method was used. In this way, an experimental method was used in data collection, and a qualitative method with an inductive approach was used in data analysis. Data were collected using an image selection test and a questionnaire. In the present study, seventy-four buyers of two products, chips and peanuts, participated purposefully. The sample size was determined based on theoretical saturation and information quality. The data were analyzed in two descriptive and qualitative sections using SPSS and Atlas.ti software, respectively. The findings showed that most participants (more than 47 percent) had a greater tendency to choose opaque (non-transparent) packaging for both products. The ability to see the packaging content for both products had the highest frequency. While packaging attractiveness for chips and packaging color for peanuts were in the next rank. Visual appeal and packaging design, along with packaging transparency, were the most important themes for both products, while the order of importance of other themes varied between the two products. In addition, the findings showed that the importance of the factors varies according to the type of packaging and gender. When choosing a product, buyers consider various factors that may be influenced by gender and the novelty of the product/brand and companies should pay sufficient attention to these factors.

کلیدواژه‌ها [English]

  • Transparent packaging
  • opaque packaging
  • packaging design
  • packaging color
  • visibility

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علوم و فنون بسته‌بندی
دوره 16، شماره 64 - شماره پیاپی 64
شماره پیا پی 64 زمستان 1404
اسفند 1404
صفحه 87-106

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سابقه مقاله

  • تاریخ دریافت: 26 آبان 1404
  • تاریخ بازنگری: 06 دی 1404
  • تاریخ پذیرش: 01 خرداد 1405
  • تاریخ انتشار: 15 خرداد 1405

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