عنوان مقاله [English]
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.
Brody, A.L., & Marsh, K.S. (1997). Encyclopedia of packaging technology, second edition, New York, John Wiley & Sons.
Cahyorini, A.& Rusfian, E.Z. (2011). Effect of Packaging Design on Impulsive Buying. Journal of Administrative Science & Organization, 18 (1), 11-21.
Coulson, N.S. (2000). An application of the stages of change model to consumer use of food labels. British Food Journal, 102 (9), 661-668.
Deng, X. (2009). Consumer response to visual aspects of packaging and product design, a dissertation, University of Pennsylvania.
Draskovic, N. (2010). Packaging convenience. Consumer packaging feature or marketing tool? International Journal of Management Cases, 12 (2), 267–274.
Duizer, L.M., Robertson, T. & Han, J. (2009). Requirements for Packaging from an Ageing Consumer’s Perspective. Packaging technology and science journal, 22, 187–197.
Garber, L.L., & Hyatt, E.M. (2000). Color as a tool for visual persuasion, in Batra, R. and Scott, L. (Eds), Visual Persuasion, Lawrence Erlbaum Associates, Hillsdale, NJ.
Ghoshal, T., Boatwright, P. & Cagan, J. (2009). Unwrapping the Good News: Packaging Pays, and "How"! The role of packaging in influencing product valuation. Advances in Consumer Research, VIII, 254-256.
Granger, J., & Billson, A. (1972). Consumers' attitudes toward package size and price. Management Research News, 29 (1/2), 41-52.
Hill, H. & Tilley, J. (2002). Packaging of children’s breakfast cereal. British Food Journal, 104 (9), 766-77.
Lofgren, M. & Witell, L. (2005). Kano’s Theory of Attractive Quality and Packaging. Quality management journal, 12 (3), 7-20.
Marshall, D., Stuart, M. & Bell, R. (2006). Examining the relationship between product package color and product selection in pre-schoolers. Food Quality and Preference, 17 (7/8), 615-621.
Ogba, I.E. & Johnson, R. (2010). How packaging affects the product preferences of children and the buyer behavior of their parents in the food industry. Young consumers, 11(1), 77-89.
Pavithra, J.P. (2008). A study on packaging and values addition in traditional and modern consumer retail units: an economic view, a Thesis submitted to fulfill the requirement for the Degree of master of business administration, University of Agricultural Sciences, Dharwad.
Rundh, B. (2005). The multi-faceted dimension of packaging marketing logistic or marketing tool. British Food Journal, 107 (9), 670-684.
Stewart, (1995). Packaging as an effective marketing tool, Pira international, UK.
Underwood, R.L., Klein, N.M., & Burke, R.R. (2001). Packaging communication: attentional effects of product imagery. Journal of Product and Brand Management, 10 (7), 403-22.
Vanhurley, V. (2007). The influence of packaging color on consumer purchase intent: the influence of color at the point of purchase, a dissertation, Michigan state university.
Wansink, B. (1996). Can package size accelerate usage volume? Journal of Marketing, 13 (6), 14-18.
Yang, S. (2004). Can bottles speak volumes? The effect of package shape on how much to buy, Priya Raghubir.