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Relationship Between the Packaging Properties and Consumers' Attitudes Towards Packaging: An Application in Ağrı Province

Year 2020, Volume: 24 Issue: 2, 625 - 646, 21.06.2020

Abstract

Today, the packaging is an effective marketing tool used by manufacturers and is an integral part of product strategy. Well-designed packages both provide convenience for consumers and consist of a part of manufacturers' promotional activities. While marketing units are considered price, product, distribution and promotion, many marketers regard packaging as the fifth P of marketing. Packaged products are becoming increasingly important in today's competitive markets. Mostly, packaged products offered to consumers in supermarkets and hypermarkets undertake as the role of silent vendors on shelves, and the right packaging choice is important to reach the end-user especially. Package; it is a material that surrounds the product, provides a safe way of preserving, storing, transporting and even introducing it, which adds value to the product. Attitudes are trends that constitute the psychological dimension of the factors that affect consumer behaviour. Knowing the direction and severity of consumer tendencies is important for producers to be able to move towards these trends or to change consumer attitudes. It is equally important in developing packaging strategies to knowing the attitudes towards package. The purposes of this study are to examine the relationship between the package characteristics of the products and the attitudes of the consumers in the product choice, to investigate the relationship between demographic variables and package characteristics of the participating consumers, and the relationships between demographic variables and attitudes of consumers in product choice. By an application in the province of Ağrı, these relationships have been examined with statistical methods and suggestions have been presented.

References

  • Alagöz, S.B. & Ekici, N. (2009). Attitudes and behaviours related to packaging: Karaman province research, KMU, Journal of Social and Economic Research, 2009(2), 84-94.
  • Balcıoğlu, T. (1994). Creating an image in packaged products and Ipana example, Unpublished Master's Thesis, Istanbul: Istanbul University, Institute of Social Sciences.
  • Bener, Ö. (1995). Packaged food products and its importance for the consumer, Standard Journal, 35(401), 115-117.
  • Büyüköztürk, Ş. (2011). Data analysis handbook for social sciences, Ankara: Pegem Akademi Publications.
  • Cemalcılar, İ. (1999). Pazarlama Kavramlar Kararlar, İstanbul: Beta Yayınları.
  • Çakıcı, L. (1987). Packaging Problems in Businesses and Developments in the Field of Packaging, Ankara: A.U. Faculty of Political Sciences Publications.
  • Dilber, F., Dilber, A. & Karakaya, M. (2012). Importance of packaging in food and its effect on consumers' buying behaviour: Example of Karaman province, Gümüşhane University, Faculty of Communication Electronic Journal, 3, 159-190.
  • Gökalp, F. (2007). The role of packaging in purchasing behaviour of food products, Journal of Ege Academic View, 79-97.
  • Güriş, S. & Astar, M. (2015). Statistics with SPSS in scientific research, Istanbul: Der Bookstore.
  • İslamoğlu A.H. (2002). Marketing Principles, 2nd Edition, İstanbul: Beta Yayınları.
  • Kalaycı Ş. (Ed.) (2010). SPSS applied multivariate statistical techniques, Ankara: Asil publication distribution.
  • Karagöz, Y. (2010). Power and efficiency of nonparametric techniques, Electronic Journal of Social Sciences, 9(33), 18-40.
  • Kartal, M. (2006). Hypothesis testing in scientific research, Ankara: Nobel publication.
  • Kotler, P. (2000). Marketing Management, (Trans: Muallimoglu, N.), Istanbul: Beta Publications.
  • Küçük, O. (2002). The role of packaging in consumer buying behaviour, Marketing World, March-April, 2.
  • MEGEP (2007). Marketing and retail packaging, Ankara: Ministry of National Education Publications.
  • Mozota, B.B.D. (2006). Design Management. (Trans: Kaçamak, S.), Istanbul: Mediacat Publications.
  • Mucuk, İ. (2009). Marketing principles, Enhanced 7th Edition 17th Edition. Istanbul: Türkmen Bookstore.
  • Nancarrow, C. & Wright, L.T., (1998). Gaining competitive advantage from packaging and labelling in marketing communications, British Food Journal, 100(2), 110-118.
  • Odabaşı, Y. & Oyman, M. (2002). Marketing Communication Management. Istanbul: Mediacat Publications.
  • Özdemir, Y.A., Şahin Tekin, S.T. & Esin, A.A. (2015). Çözümlü örneklerle örnekleme yöntemlerine giriş, Ankara: Seçkin Yayınları.
  • Özkaraman, S.M. (1999). Basic principles of packaging and identity relations in determining product identity, Unpublished Master's Thesis, Istanbul: Mimar Sinan University Institute of Science.
  • Silayoi, P. & Speece, M. (2004). Packaging and purchase decisions, an exploratory study on the impact of involvement level and time pressure, British Food Journal, 106(8), 607-628.
  • Şen, M.E. (2007). Consumer attitudes towards packaging and an application, Unpublished Master's Thesis, Istanbul: Marmara University Institute of Social Sciences.
  • Şerifsoy, A.N. (1987). A pilot research on the effect of product packaging to create a quality image, Unpublished Master's Thesis, Istanbul: Istanbul University, Institute of Social Sciences.
  • Tek, Ö.B. (1983). Packaging Management, İzmir: Dokuz Eylul University, FEAS publications.
  • Tek, Ö.B. (1999). Marketing principles, Global management approach, Turkey Applications, Enhanced 7th Edition. İzmir: Beta Publications.
  • Turan, A. (1997). Establishment and implementation of ISO 9002 quality assurance system in the packaging sector, Unpublished Master's Thesis, Istanbul: Marmara University Institute of Social Sciences.
  • Uludağ, G. (2019). Relationship between job satisfaction and life satisfaction, field research in a public institution, Academic studies in social, human and administrative sciences, (Ed: Gölen, Z. & Babacan, H. pp.216-237), Cetinje, Karadağ: İvpe.
  • Underwood, R. (2003). The communicative power of product packaging: creating brand identity via lived and mediated experience, Journal of Marketing Theory and Practice, 11(1), 62-76.
  • Usta, R. (2002). Packaging and marking in the development of hazelnut products for international markets, Marketing World, March April, 63. Yamane, T. (1973). Statistics: An introductory analysis, New York: Harper & Row.

Ambalaj Özellikleri ile Tüketicilerin Ambalajlamaya Yönelik Tutumları Arasındaki İlişki: Ağrı İlinde Bir Uygulama

Year 2020, Volume: 24 Issue: 2, 625 - 646, 21.06.2020

Abstract

Ambalajlama, günümüzde üreticiler tarafından kullanılan etkili bir pazarlama aracıdır ve ürün stratejisinin ayrılmaz bir unsurudur. İyi tasarlanmış ambalajlar hem tüketicilere kolaylık sağlar hem de üreticilerin tanıtım faaliyetlerinin bir bölümünü oluşturur. Pazarlama birimleri fiyat, ürün, dağıtım ve tanıtım olarak kabul edilirken, birçok pazarlamacı ambalajlamayı pazarlamanın beşinci P'si olarak kabul eder. Günümüzün rekabetçi piyasalarında ambalajlı ürünlerin önemi giderek artmaktadır. Çoğunlukla, süpermarketlerde ve hipermarketlerde tüketicilere sunulan paketlenmiş ürünler, raflarda sessiz bir satıcının rolünü üstlenir ve özellikle son kullanıcıya ulaşmak için doğru paketleme seçimi önemlidir. Ambalaj; ürünü saran, güvenli bir şekilde korunmasını, depolanmasını, taşınmasını ve hatta tanıtılmasını sağlayan bir malzeme olup, ürüne değer katan bir unsurdur. Tutumlar, tüketici davranışlarını etkileyen faktörlerin psikolojik boyutunu oluşturan eğilimlerdir. Tüketici eğilimlerinin yönünün ve şiddetinin bilinmesi, üreticiler için bu eğilimlere yönelik hareket edebilme ya da tüketici tutumlarının değiştirebilmesi açısından önemlidir. Ambalaja yönelik tutumların bilinmesi de, ambalajlama stratejilerinin geliştirilmesinde aynı derecede öneme sahiptir. Bu çalışmanın amacı; ürünlerin ambalaj özellikleri ile ürün tercihinde tüketicilerin tutumları arasındaki ilişkiyi incelemek, araştırmaya katılan tüketicilere ait demografik değişkenler ile ambalaj özellikleri arasındaki ilişkileri ve demografik değişkenler ile tüketicilerin ürün tercihindeki tutumları arasında ilişkileri aramaktır. Ağrı ilinde bir uygulama ile bu ilişkiler istatistiksel yöntemlerle incelenmiş ve konu ile ilgili öneriler sunulmuştur. 

References

  • Alagöz, S.B. & Ekici, N. (2009). Attitudes and behaviours related to packaging: Karaman province research, KMU, Journal of Social and Economic Research, 2009(2), 84-94.
  • Balcıoğlu, T. (1994). Creating an image in packaged products and Ipana example, Unpublished Master's Thesis, Istanbul: Istanbul University, Institute of Social Sciences.
  • Bener, Ö. (1995). Packaged food products and its importance for the consumer, Standard Journal, 35(401), 115-117.
  • Büyüköztürk, Ş. (2011). Data analysis handbook for social sciences, Ankara: Pegem Akademi Publications.
  • Cemalcılar, İ. (1999). Pazarlama Kavramlar Kararlar, İstanbul: Beta Yayınları.
  • Çakıcı, L. (1987). Packaging Problems in Businesses and Developments in the Field of Packaging, Ankara: A.U. Faculty of Political Sciences Publications.
  • Dilber, F., Dilber, A. & Karakaya, M. (2012). Importance of packaging in food and its effect on consumers' buying behaviour: Example of Karaman province, Gümüşhane University, Faculty of Communication Electronic Journal, 3, 159-190.
  • Gökalp, F. (2007). The role of packaging in purchasing behaviour of food products, Journal of Ege Academic View, 79-97.
  • Güriş, S. & Astar, M. (2015). Statistics with SPSS in scientific research, Istanbul: Der Bookstore.
  • İslamoğlu A.H. (2002). Marketing Principles, 2nd Edition, İstanbul: Beta Yayınları.
  • Kalaycı Ş. (Ed.) (2010). SPSS applied multivariate statistical techniques, Ankara: Asil publication distribution.
  • Karagöz, Y. (2010). Power and efficiency of nonparametric techniques, Electronic Journal of Social Sciences, 9(33), 18-40.
  • Kartal, M. (2006). Hypothesis testing in scientific research, Ankara: Nobel publication.
  • Kotler, P. (2000). Marketing Management, (Trans: Muallimoglu, N.), Istanbul: Beta Publications.
  • Küçük, O. (2002). The role of packaging in consumer buying behaviour, Marketing World, March-April, 2.
  • MEGEP (2007). Marketing and retail packaging, Ankara: Ministry of National Education Publications.
  • Mozota, B.B.D. (2006). Design Management. (Trans: Kaçamak, S.), Istanbul: Mediacat Publications.
  • Mucuk, İ. (2009). Marketing principles, Enhanced 7th Edition 17th Edition. Istanbul: Türkmen Bookstore.
  • Nancarrow, C. & Wright, L.T., (1998). Gaining competitive advantage from packaging and labelling in marketing communications, British Food Journal, 100(2), 110-118.
  • Odabaşı, Y. & Oyman, M. (2002). Marketing Communication Management. Istanbul: Mediacat Publications.
  • Özdemir, Y.A., Şahin Tekin, S.T. & Esin, A.A. (2015). Çözümlü örneklerle örnekleme yöntemlerine giriş, Ankara: Seçkin Yayınları.
  • Özkaraman, S.M. (1999). Basic principles of packaging and identity relations in determining product identity, Unpublished Master's Thesis, Istanbul: Mimar Sinan University Institute of Science.
  • Silayoi, P. & Speece, M. (2004). Packaging and purchase decisions, an exploratory study on the impact of involvement level and time pressure, British Food Journal, 106(8), 607-628.
  • Şen, M.E. (2007). Consumer attitudes towards packaging and an application, Unpublished Master's Thesis, Istanbul: Marmara University Institute of Social Sciences.
  • Şerifsoy, A.N. (1987). A pilot research on the effect of product packaging to create a quality image, Unpublished Master's Thesis, Istanbul: Istanbul University, Institute of Social Sciences.
  • Tek, Ö.B. (1983). Packaging Management, İzmir: Dokuz Eylul University, FEAS publications.
  • Tek, Ö.B. (1999). Marketing principles, Global management approach, Turkey Applications, Enhanced 7th Edition. İzmir: Beta Publications.
  • Turan, A. (1997). Establishment and implementation of ISO 9002 quality assurance system in the packaging sector, Unpublished Master's Thesis, Istanbul: Marmara University Institute of Social Sciences.
  • Uludağ, G. (2019). Relationship between job satisfaction and life satisfaction, field research in a public institution, Academic studies in social, human and administrative sciences, (Ed: Gölen, Z. & Babacan, H. pp.216-237), Cetinje, Karadağ: İvpe.
  • Underwood, R. (2003). The communicative power of product packaging: creating brand identity via lived and mediated experience, Journal of Marketing Theory and Practice, 11(1), 62-76.
  • Usta, R. (2002). Packaging and marking in the development of hazelnut products for international markets, Marketing World, March April, 63. Yamane, T. (1973). Statistics: An introductory analysis, New York: Harper & Row.
There are 31 citations in total.

Details

Primary Language English
Journal Section Makaleler
Authors

Ömer Çınar

Publication Date June 21, 2020
Published in Issue Year 2020 Volume: 24 Issue: 2

Cite

APA Çınar, Ö. (2020). Relationship Between the Packaging Properties and Consumers’ Attitudes Towards Packaging: An Application in Ağrı Province. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(2), 625-646.

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