Volume 1, Issue 2 (1-2024)
Ame 2024, 1(2): 51-62 |
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Mojaverian S M, Eshghie F, Hossini Kolej S Z, Shahnori M. (2024). Investigating the Effect of Marketing Information on the Packaging of Dairy Products (Case Study: Noor City - Mazandaran Province). Ame. 1(2), 51-62. doi:10.61186/ame.1.2.51
URL: http://ame.sanru.ac.ir/article-1-40-en.html
URL: http://ame.sanru.ac.ir/article-1-40-en.html
Department of Agricultural Economics, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
Abstract: (269 Views)
Extended Abstract
Introduction and Objective: The packaging of a product is a combination of various elements, each of them can be effective in the buying behavior of consumers. One of the important elements of the packaging is the information elements included on the packaging. In this research, the effect of four types of packaging information, including mandatory information, marketing information, nutritional information, and environmental information, on the preferences of consumers of dairy products, was investigated in the city of Noor, Mazandaran province in 2021.
Material and Methods: This research is practical in terms of its purpose, and descriptive-correlation survey in terms of the way of conducting the research. The data collection tool was a researcher-made questionnaire that was distributed among 384 customers of food stores in the city of Noor by available sampling method. The reliability of the questionnaire was confirmed through three measures of factor loadings, Cronbach's alpha and composite reliability, and its validity was confirmed through convergent validity and divergent validity. Structural equation method was used in this research.
Results: The model estimation results showed that the research model had moderate predictive power, so that the independent variables together could explain 37.7% of consumer behavior changes. In this regard, legal information with a path coefficient of 0.55, environmental information with a path coefficient of 0.33, and marketing information with a path coefficient of 0.275 respectively have had the most positive and significant impact on consumer purchasing behavior. The path coefficient calculation of 0.097 did not show a significant relationship between nutritional information and the buying behavior of customers.
Conclusion: The findings of the research showed that the types of packaging information are effective on the behavior and preferences of consumers; also, marketing information has a positive and significant effect on consumer buying behavior. It is suggested that in order to attract more attention of consumers, the information related to the storage conditions of the products should be made available clearly and completely.
Type of Study: Research |
Subject:
General
Received: 2023/05/23 | Accepted: 2023/06/6 | Published: 2024/03/10
Received: 2023/05/23 | Accepted: 2023/06/6 | Published: 2024/03/10
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