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سیف اللهی, ناصر. (1400). بررسی مؤلفه های بسته‌بندی محصولات کشاورزی بر قصد خرید مصرف‌کننده. , 52(3), 525-539. doi: 10.22059/ijaedr.2021.307443.668936
ناصر سیف اللهی. "بررسی مؤلفه های بسته‌بندی محصولات کشاورزی بر قصد خرید مصرف‌کننده". , 52, 3, 1400, 525-539. doi: 10.22059/ijaedr.2021.307443.668936
سیف اللهی, ناصر. (1400). 'بررسی مؤلفه های بسته‌بندی محصولات کشاورزی بر قصد خرید مصرف‌کننده', , 52(3), pp. 525-539. doi: 10.22059/ijaedr.2021.307443.668936
سیف اللهی, ناصر. بررسی مؤلفه های بسته‌بندی محصولات کشاورزی بر قصد خرید مصرف‌کننده. , 1400; 52(3): 525-539. doi: 10.22059/ijaedr.2021.307443.668936

بررسی مؤلفه های بسته‌بندی محصولات کشاورزی بر قصد خرید مصرف‌کننده

تحقیقات اقتصاد و توسعه کشاورزی ایران
مقاله 6، دوره 52، شماره 3، مهر 1400، صفحه 525-539    اصل مقاله (658.42 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/ijaedr.2021.307443.668936
نویسنده
ناصر سیف اللهی*
دانشیار گروه مدیریت دانشکده علوم اجتماعی دانشگاه محقق اردبیلی، اردبیل، ایران
چکیده
در دنیای رقابتی امروزه با انواع مختلف محصولات، موفقیت هر محصول در فروش، مستلزم این است که بسته‌بندی و ظاهر محصول بتواند ارتباط مؤثری را با خریداران برقرار کند و زمینه جلب نظر مشتری را فراهم سازد. با توجّه به نقش و اهمیت بسته‌بندی در رفتار خرید مصرف­کننده، هدف این پژوهش، بررسی تأثیر ابعاد بسته‌بندی محصولات کشاورزی(طراحی بسته‌بندی، نوع قلم، رنگ بسته‌بندی، مواد بسته‌بندی و اطلاعات چاپی) بر قصد خرید مصرف‌کننده است. نوع پژوهش از نظر هدف کاربردی و به لحاظ ماهیت روش کار توصیفی- همبستگی است. جامعه آماری پژوهش، شامل مصرف‌کنندگان محصولات بسته‌بندی‌شده کشاورزی(مواد غذایی) هستند که به دو فروشگاه زنجیره­ای رفاه موجود در شهر اردبیل مراجعه می­کنند. حجم نمونه آماری با توجه به جدول مورگان و کرجسی 384 نفر محاسبه و با روش نمونه‌گیری تصادفی ساده(در دسترس) انتخاب شدند. ابزار جمع­آوری داده‌ها دو پرسشنامه استاندارد بود که روایی آن‌ها با استفاده از اعتبار صوری و پایایی آن با استفاده از آلفای کرونباخ تأیید شده است. تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزار Spss21  و PLS صورت گرفت نتایج تحقیق نشان داد که رنگ بسته­بندی، طراحی، نوع فونت، کیفیت مواد بسته­بندی و اطلاعات چاپ شده بر قصد خرید مصرف‌کننده تأثیر معنی­داری دارند و در بین ابعاد بسته‌بندی محصولات کشاورزی رنگ و طراحی بسته‌بندی بیشترین تأثیر را بر قصد خرید مصرف‌کننده دارند. یافتـه­هـای ایـن پـژوهش مـی­توانـد در برنامه­ریزی تولیدکنندگان محصولات مواد غذایی به سمت توجه بیشتر به ابعاد بسته­بندی و تقویت قصد خرید مصرف­کنندگان مؤثر واقع شود.
کلیدواژه‌ها
بسته‌بندی محصولات کشاورزی؛ قصد خرید مصرف‌کننده؛ محصولات کشاورزی(مواد غذایی)
عنوان مقاله [English]
Investigating the Effect of Packaging of Agricultural Products on the Consumer's Purchase Intention
نویسندگان [English]
Naser Seifollahi
Associate Professor, Department of Management, Faculty of Social Sciences, University Mohaghegh Ardabili,Ardabil, Iran
چکیده [English]
In today's competitive world with different types of products, the success of any product in sales requires that the packaging and appearance of the product can establish an effective relationship with buyers and provide the customer's attention. Considering the role and importance of packaging in consumer buying behavior, the purpose of this study is to investigate the effect of packaging dimensions of agricultural products (packaging design, font type, packaging color, packaging materials and printed information) on consumer purchasing intent. The type of research is applied in terms of purpose and descriptive-correlational in terms of the nature of the method. The statistical population of the study includes consumers of packaged agricultural products (food). According to Morgan and Krejcie table, 384 people as a sample size by simple random sampling method (available) who referred to two convenience stores in Ardabil (food purchase). They were elected. Data collection tool is two standard questionnaires (Belo and Lachan (2012) that validity has been confirmed using face validity and its reliability has been confirmed using Cronbach's alpha. Data analysis has been performed using Spss21and PLS software. He said that color packaging, design, font type, quality of packaging materials and printed information have a significant effect on consumer intention to buy, and among the dimensions of packaging of agricultural products, color and packaging design have the greatest impact on consumer intention.
کلیدواژه‌ها [English]
Packaging of agricultural products, Consumer intention to buy, Agricultural Products
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Yaghubi ,Nayeresadat;Kordnaeij ,Asadollah & Aghaei,Mohammad. (2020).The Impact of Quality, Creativity and Attractiveness of Packaging on the Customer’s Purchase Intention to Buy by Considering the Mediating Role of Customer’s Effect and Cognition (Case Study: Chocolate Industry). Packaging, 11(42),54-67

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