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Rahimnia, F., Alavi, S., Najafi Siahroudi, M. (2012). An Investigation of the Effect of Packaging Characteristics (Visual and Functional) on Food Purchasing Behaviors: Moderating Role of Customer Demography. , 4(3), 65-82. doi: 10.22059/jibm.2012.28568
F. Rahimnia; S. M Alavi; M. Najafi Siahroudi. "An Investigation of the Effect of Packaging Characteristics (Visual and Functional) on Food Purchasing Behaviors: Moderating Role of Customer Demography". , 4, 3, 2012, 65-82. doi: 10.22059/jibm.2012.28568
Rahimnia, F., Alavi, S., Najafi Siahroudi, M. (2012). 'An Investigation of the Effect of Packaging Characteristics (Visual and Functional) on Food Purchasing Behaviors: Moderating Role of Customer Demography', , 4(3), pp. 65-82. doi: 10.22059/jibm.2012.28568
Rahimnia, F., Alavi, S., Najafi Siahroudi, M. An Investigation of the Effect of Packaging Characteristics (Visual and Functional) on Food Purchasing Behaviors: Moderating Role of Customer Demography. , 2012; 4(3): 65-82. doi: 10.22059/jibm.2012.28568

An Investigation of the Effect of Packaging Characteristics (Visual and Functional) on Food Purchasing Behaviors: Moderating Role of Customer Demography

مدیریت بازرگانی
Article 5, Volume 4, Issue 3 - Serial Number 13, October 2012, Pages 65-82    PDF (296.14 K)
DOI: 10.22059/jibm.2012.28568
Authors
F. Rahimnia* 1; S. M Alavi2; M. Najafi Siahroudi2
1Associate Prof., Management Faculty, University of Ferdowsi, Mashhad, Iran
2M.Sc. in Business Management, University of Ferdowsi, Mashhad, Iran
Abstract
Abstract: The main purpose of this research is to investigate the effect of packaging characteristics (visual and functional) on food purchasing behaviors with the moderating role of customer demography. In order to collect data, 400 Questionnaires are distributed among the customers of five major supermarkets at Shiraz city. To test the validity and reliability of questionnaires, face validity and α cronbach approach (of the whole questionnaire and for each variable separately) applied respectively. Results showed that both of characteristics had an effect on food purchasing behavior; however the effect of visual characteristic was higher. Information on packaging among the components of visual characteristic and durability of packaging among the components of functional characteristic had the highest effect on food purchasing. Furthermore, demographic characteristics could moderate most of relations between packaging and food purchasing.
Keywords
Visual Characteristic of Packaging; Functional Characteristic of Packaging; Demographic Variables
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