Volume 1, Issue 2 (1-2024)
Ame 2024, 1(2): 79-88 |
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Daryabari S M. (2024). Investigating the Effect of Types of Information and Its Sources on the Behavior of Farmed Trout Fish Consumers. Ame. 1(2), 79-88. doi:10.61186/ame.1.2.79
URL: http://ame.sanru.ac.ir/article-1-48-en.html
URL: http://ame.sanru.ac.ir/article-1-48-en.html
Faculty of Agricultural Engineering, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
Abstract: (375 Views)
Introduction and Objective: Studying the purchasing behavior of consumers is one of the necessities of marketing research. The inclusion of awareness and the resources to acquire it in order to expand the consumption of healthy foods, including fish, in the country is very important. The purpose of this study is to investigate the most effective type of knowledge on the behavior of farmed trout fish consumers and determine the most important source of this information.
Materials and methods: In the present study, descriptive statistics and inferential statistics were used for data analysis. The statistical population studied were the buyers and consumers of farmed fish who buy fish from farm stores and retail stores related to farms located in the cities of Amol and Firouzkoh. The sample size was determined by Cochran's formula, 384 people, and 400 samples were selected for certainty. A simple random sampling method was used for sampling. The main data of the research has been collected in the field with interviews and questionnaires. And it was completed by the researcher in the form of face-to-face interviews with farmed fish buyers. In this study, structural equation modelling and confirmatory factor analysis were used to investigate causal relationships between hidden variables of consumer preferences, awareness, information sources, and marketing mixes. Model estimation was done with Amos software.
Findings: The results showed that the level of awareness is effective on consumers' preferences with a coefficient of 0.641. Also, marketing mixes with a coefficient of 0.606 and information sources with a coefficient of 0.265 have a positive and significant effect on awareness. The test of the difference between the coefficients shows that consumers do not have a significant difference between nutritional and production information, and in their opinion, both types of information are of high importance.
Conclusion: The buyers of farmed fish trust personal information more than public information. All kinds of sources of personal information are equally important in the formation of buying behaviour. Public media sources are less important. In the marketing mix elements, the price element has a greater influence on the customer's choice and purchase than other elements (access and product).
Materials and methods: In the present study, descriptive statistics and inferential statistics were used for data analysis. The statistical population studied were the buyers and consumers of farmed fish who buy fish from farm stores and retail stores related to farms located in the cities of Amol and Firouzkoh. The sample size was determined by Cochran's formula, 384 people, and 400 samples were selected for certainty. A simple random sampling method was used for sampling. The main data of the research has been collected in the field with interviews and questionnaires. And it was completed by the researcher in the form of face-to-face interviews with farmed fish buyers. In this study, structural equation modelling and confirmatory factor analysis were used to investigate causal relationships between hidden variables of consumer preferences, awareness, information sources, and marketing mixes. Model estimation was done with Amos software.
Findings: The results showed that the level of awareness is effective on consumers' preferences with a coefficient of 0.641. Also, marketing mixes with a coefficient of 0.606 and information sources with a coefficient of 0.265 have a positive and significant effect on awareness. The test of the difference between the coefficients shows that consumers do not have a significant difference between nutritional and production information, and in their opinion, both types of information are of high importance.
Conclusion: The buyers of farmed fish trust personal information more than public information. All kinds of sources of personal information are equally important in the formation of buying behaviour. Public media sources are less important. In the marketing mix elements, the price element has a greater influence on the customer's choice and purchase than other elements (access and product).
Type of Study: Research |
Subject:
General
Received: 2023/10/2 | Accepted: 2024/01/24 | Published: 2024/03/10
Received: 2023/10/2 | Accepted: 2024/01/24 | Published: 2024/03/10
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