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بررسی تجربی تاثیر عناصر مختلف بسته بندی بر واکنش های مصرف‌کنندگان (مورد مطالعه: محصولات تند مصرف) | ||
| پژوهشنامه مدیریت اجرایی | ||
| دوره 15، شماره 30، بهمن 1402، صفحه 125-164 اصل مقاله (1.69 M) | ||
| نوع مقاله: مدیریت استراتژیک (برنامه‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسبوکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . ) | ||
| شناسه دیجیتال (DOI): 10.22080/jem.2023.22736.3677 | ||
| نویسندگان | ||
| غزاله مقاره عابد1؛ کامبیز حیدرزاده* 2؛ یزدان منصوریان3؛ محسن خون سیاوش4 | ||
| 1گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران ، ایران | ||
| 2دانشیار مدیریت بازرگانی مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران | ||
| 3گروه مطالعات اطلاعات، دانشگاه چارلز استورت استرالیا، واگا واگا، استرالیا | ||
| 4استادیار گروه ریاضی و آمار، دانشکده مدیریت و حسابداری، دانشگاه آزاد واحد قزوین، قزوین، ایران | ||
| تاریخ دریافت: 12 آذر 1400، تاریخ بازنگری: 26 خرداد 1401، تاریخ پذیرش: 01 مرداد 1402 | ||
| چکیده | ||
| بسته‌بندی و واکنش های مصرف‌کنندگان به آن، یکی از موضوعات مهم و مورد توجه محققان بازاریابی و افرادی است که در عمل با بازاریابی سروکار دارند. این پژوهش با هدف ارزیابی واکنش‌های مصرف‌کنندگان نسبت به عناصر مختلف بسته‌بندی انجام شده است. پژوهش حاضر ترکیبی (کمّی و کیفی) و از نوع پژوهش تجربی می‌باشد. در روش کمّی از تحقیق تجربی و در روش کیفی از پژوهش داده مبنا، استفاده شده است. مطالعه اول یک طرح 2×2×2 و مطالعه دوم یک طرح 2×2 می‌باشد. در تحقیق کمّی، داده‌های پژوهش از میان 240 و 120 نفر از دانشجویان دانشگاه (مجموعاً 360 نفر) در شهر تهران جمع‌آوری شدند. در مرحله تحلیل کیفی نیز به طور کلی 210 کد و 194 بخش کدگذاری شده حاصل شده است. یافته‌های پژوهش حاکی از آن است که هر یک از عناصر بسته‌بندی بطور مستقل و تعاملی، واکنش‌های خاصی در مصرف‌کنندگان ایجاد کرده و بر قصد خرید و تمایل به پرداخت تاثیر دارند. ضمن اینکه تاثیر هر یک از این متغیرها بر قصد خرید بیشتر از تاثیر آن‌ها بر تمایل به پرداخت بود. همچنین مقولههای زیبایی شناختی، روان‌شناختی، باورپذیری ادعا و توجه به انتظارات مشتریان دارای بیشترین اهمیت در طراحی بسته‌بندی می‌باشند. در نهایت مشخص شد تصویر مرتبط، نوشتار غیرمعمول، رنگ دارای فرکانس بالا (رنگ قرمز)، ادعای قوی و تعداد تصاویر زیاد، تاثیر بیشتری بر قصد خرید و تمایل به پرداخت مصرف‌کننده داشتند و نسبت به سایر بسته‌بندی‌های طراحی شده، ارجح شناخته شدند. | ||
| کلیدواژه‌ها | ||
| بسته‌بندی؛ تحقیق تجربی؛ تحقیق ترکیبی؛ تمایل به پرداخت؛ قصد خرید | ||
| موضوعات | ||
| مدیریت استراتژیک | ||
| عنوان مقاله [English] | ||
| The Effect of Packaging Elements on Consumer Responses (Case study: FMCG Products) | ||
| نویسندگان [English] | ||
| Ghazale Moghare Abed1؛ Kambiz Heidarzadeh2؛ Yazdan Mansourian3؛ mohsen khounsiavash4 | ||
| 1Faculty of Business Management,, Islamic Azad University, Science and Research Branch, Tehran, Iran | ||
| 2Associate Prof., Department of Business Management, Science and Research branch, Islamic Azad University, Tehran, Iran | ||
| 3School of Information Studies, Charles Sturt University, Wagga Wagga, Australia | ||
| 4Department of Management and Accounting, Qazvin Islamic Azad University, Qazvin, Iran | ||
| چکیده [English] | ||
| Packaging and consumer reactions to it, is one of the most important issues for marketing researchers and practitioners. The purpose of this study is to evaluate the consumer reactions to different packaging elements. The present study is a mixed research with an experimental approach. In the quantitative method, experimental research and in the qualitative method, grounded theory is used and the research consists of two designs 2×2×2 and 2×2. The research data were collected from 240 and 120 university students in Tehran. In the qualitative method, a total of 210 codes and 194 coded segments were obtained. Findings indicate that each of the packaging elements examined, independently and interactively can create special reactions in consumers and affect purchase intention and willingness to pay. Moreover, the effects of each of these variables on purchase intention were greater than their effects on willingness to pay. Also the categories of aesthetic effects, psychological effects, claim believability and attention to consumer expectations are of the highest importance in packaging design. Finally, it was found that related picture; ornate typeface, high wavelength color (red color), strong product claim and large number of product image had a greater impact on purchase intention and willingness to pay and were preferable to other packages. | ||
| کلیدواژه‌ها [English] | ||
| Experimental Research, Mixed Research, Packaging, Purchase Intention, Willingness to Pay | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 158 تعداد دریافت فایل اصل مقاله: 116 |
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