Importance of Perception for Packaged Milk and Influence of Packaging on Purchasing Behavior of Consumers: A case study of İstanbul

Year 2009, Volume: 7 Issue: 6, 18 - 28, 01.12.2009

Nihal Sütütemiz Saim Saner Çiftyildiz Faruk Anıl Konuk

Abstract

In this study, packaging features and the importance of packaging among the other product attributes for packaged milk were investigated. Also the relationship between packaging features and purchasing behavior was analyzed. The results indicated that packaging has a significant influence on consumer purchasing behavior. Besides, different packaging features are important for the customers and the customers are considering the packaging features. Relationship between visual package attributes and repeat purchasing intension was found significant

Keywords

Package, Packaged milk, Purchasing, Structural equation modeling

Paketlenmiş Süt İçin Ambalaj Özelliklerinin Algılanan Önemi ve Satın Alma Davranışına Etkisi: İstanbul İli Örneği

Abstract

Bu çalışmada, paketlenmiş süt ürünü için tüketicilerce önemsenen ambalaj özellikleri ve ambalajın diğer ürün özellikleri arasındaki yeri incelenmiştir. Ayrıca ambalaj özelliklerinin satın alma davranışlarıyla ilişkisi araştırılmıştır. Elde edilen bulgular, ambalajın önemine dikkat çekmektedir. Bununla birlikte, ambalaj özelliklerinin tüketicilerce dikkate alınan ve önemsenen ürün özellikleri olduğu görülmüştür. Diğer yandan, ambalajın görsel özelliklerinin plansız satın alma davranışları ve ambalaj üzerindeki açıklayıcı bilgilerin tekrar satın alma niyeti üzerinde anlamlı etkilerinin olduğu gözlenmiştir

Keywords

Ambalaj, Paketlenmiş süt, Satın alma, Yapısal denklem modelleri

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