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GIDA ÜRÜNLERİ SATIN ALMA DAVRANIŞINDA AMBALAJIN ROLÜ

Year 2007, Volume: 7 Issue: 1, 79 - 97, 01.05.2007

Abstract

Ambalajlı gıda ürünlerinin rekabetçi piyasasında ambalajın önemi git gide artmaktadır özellikle de satış noktasında ürün ambalajının satın alma kararını önemli ölçüde etkilediği görülmektedir. Ambalajlı gıda ürünleri artık yüksek oranlarda süpermarketlerde ve hipermarketlerde tüketicilere sunulmaktadır. Süpermarketler ve hipermarketlerde ise ambalajlı ürünlerin satışları genellikle raflarda müşterilerin kendisinin seçip alması yöntemi ile yapılmaktadır ve böylece ambalaj ‘raftaki satış elemanı’ özelliğini kazanmaktadır. Bu çalışmada anket yöntemi kullanılarak ambalajın gıda ürünleri satın alma davranışını nasıl etkilediği öğrenilmeye çalışılmıştır. Alan araştırması İzmir ilinde uygulanmıştır. Araştırmanın sonucunda tüketicilerin gıda ürünlerinde daha sağlıklı olduklarını düşünmeleri nedeniyle büyük ölçüde ambalajlı ürünleri tercih ettikleri ancak ambalajın ürünün fiyatını arttırdığı düşüncesine sahip oldukları belirlenmiştir

References

  • ADEBANJO, D (2000): ‘Identifying Problems in Forecasting Consumer Demand in Fast Moving Consumer Goods Sector’, Benchmarking: An International Journal, Vol.7, 3 ‘Ambalaj Hakkında Ne Biliyorsunuz’(2004): Ambalaj Bülteni, Haziran-TemmuzAğustos
  • BOONE, L., KURTZ, D.(1998): Contemporary Marketing, The Dryden Press, Orlondo, 9th Edition
  • BRADSHAW, R., PHILLIPS, D. (1993): ‘How Customers Actually Shop: Customer Interaction with the Point of Sale’, The Journal of the Market Research Society, 35
  • BURKE, Raymond, KLEIN, Noreen, UNDERWOOD, Robert, (2001): ‘Packaging Communication: Attentional Effects of Product Imagery’, The Journal Of Product & Brand Management, 10(7)
  • INSTITUTE OF GROCERY DISTRIBUTION (IGD) (2003): The Key to a Healthier Diet is Clearer Food Labeling and Healthier Food Choices Say Consumers, www.igd.com/analysis/ (12.02.2005)
  • INSTITUTE OF GROCERY DISTRIBUTION (IGD) (2002): Continued Demand for Convenience, www.igd.com/analysis/ (12.02.2005)
  • INSTITUTE OF GROCERY DISTRIBUTION (IGD) (2003): Communication is Key to Improving Shoppers’ Perception of Retailer Brands, www.igd.com/analysis/ (12.02.2005)
  • KOTLER, Philip (2001): Marketing Management, The Millennium Edition, Prenticehall, India
  • KÜÇÜK, Orhan (2002): ‘Tüketici Satın Alma Davranışında Ambalajın Rolü’, Pazarlama Dünyası, 2, Mart-Nisan
  • LYSONSKI, S., DURVASULA, S. and ZOTOS Y. (1996): “Consumer DecisionMaking Styles: A Multi-Country Investigation”, European Journal of Marketing, 30 (12)
  • MCLLVEEN (1994): ‘Product Development and The Consumer: The Reality of Managing Creativity’, Nutrition & Food Science, 6
  • NANCARROW, Clive, WRIGHT, Len Tiu, (1998): ‘Gaining Competitive Advantage From Packaging and Labelling in Marketing Communications’, British Food Journal, 100 (2) ,
  • NATIONAL FOOD INSTITUTE (NFI) (2001,”2002): Major Market Thai Food Export, www.nfi.or.th/domestic/thai-food-industry/thaimar-ket 02.html (12.02.2005)
  • PRENDERGAST, G., PITT, L., (1996): ‘Packaging, Marketing, Logistics and the Environment: Are There Trade-offs?’, International Journal of Physical and Logistics Management; 26 (6)
  • SILAYOI, P., MALAI, V., RAJATANAVIN R., SPEECE M. (2003): “The Effects Of Packaging On Consumer Satisfaction And Loyalty”, Proceedings of the Eighth International Conference on Marketing and Development, Bangkok, Thailand
  • SILAYOI, Pinya, SPEECE, Mark (2004): ‘Packaging And Purchase Decisions, An Exploratory Study On The Impact Of Involvement Level And Time Pressure’, British Food Journal, 106(8)
  • TEK, Ö. Baybars (1983): Ambalajlama Yönetimi, D.E.Ü İ.İ.B.F. Yayınları
  • TOYNE, Brian, WALTERS, Peter G.B, (1993): Global Marketing Management, Second Edition, Allyn and Bacon, USA
  • UNDERWOOD, Robert (2003): ‘The Communicative Power of Product Packaging: Creating Brand Identitty Via Lived and Mediated Experience’, Journal of Marketing, 11(1)
  • USTA, Resul (2002): ‘Uluslararası Pazarlara Yönelik Fındık Mamullerinin Geliştirilmesinde Ambalajlama ve Markalama’, Pazarlama Dünyası, 2, MartNisan

THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS

Year 2007, Volume: 7 Issue: 1, 79 - 97, 01.05.2007

Abstract

The importance of packaging is growing in the competitive markets of packaged food products. Packaging seems to be the most important factor in purchase decisions made at the point of sale, where it becomes an essential part of the selling process. Packaged food products are moving into ever larger supermarkets and hypermarkets. With the move to self-service retail formats, packaging increases its key characteristics as the ‘salesman on the shelf’ at the point of sale. This research utilized a survey methodology to understand how packaging plays a role in consumers’ purchase decision of the food products. The survey research was conducted in Izmir. As a result of the research it was realized that consumers prefer packaged food products to the unpackaged ones as they think packaged ones are healthier compared to the unpackaged ones but at the same time they think packaging increases the price of the products

References

  • ADEBANJO, D (2000): ‘Identifying Problems in Forecasting Consumer Demand in Fast Moving Consumer Goods Sector’, Benchmarking: An International Journal, Vol.7, 3 ‘Ambalaj Hakkında Ne Biliyorsunuz’(2004): Ambalaj Bülteni, Haziran-TemmuzAğustos
  • BOONE, L., KURTZ, D.(1998): Contemporary Marketing, The Dryden Press, Orlondo, 9th Edition
  • BRADSHAW, R., PHILLIPS, D. (1993): ‘How Customers Actually Shop: Customer Interaction with the Point of Sale’, The Journal of the Market Research Society, 35
  • BURKE, Raymond, KLEIN, Noreen, UNDERWOOD, Robert, (2001): ‘Packaging Communication: Attentional Effects of Product Imagery’, The Journal Of Product & Brand Management, 10(7)
  • INSTITUTE OF GROCERY DISTRIBUTION (IGD) (2003): The Key to a Healthier Diet is Clearer Food Labeling and Healthier Food Choices Say Consumers, www.igd.com/analysis/ (12.02.2005)
  • INSTITUTE OF GROCERY DISTRIBUTION (IGD) (2002): Continued Demand for Convenience, www.igd.com/analysis/ (12.02.2005)
  • INSTITUTE OF GROCERY DISTRIBUTION (IGD) (2003): Communication is Key to Improving Shoppers’ Perception of Retailer Brands, www.igd.com/analysis/ (12.02.2005)
  • KOTLER, Philip (2001): Marketing Management, The Millennium Edition, Prenticehall, India
  • KÜÇÜK, Orhan (2002): ‘Tüketici Satın Alma Davranışında Ambalajın Rolü’, Pazarlama Dünyası, 2, Mart-Nisan
  • LYSONSKI, S., DURVASULA, S. and ZOTOS Y. (1996): “Consumer DecisionMaking Styles: A Multi-Country Investigation”, European Journal of Marketing, 30 (12)
  • MCLLVEEN (1994): ‘Product Development and The Consumer: The Reality of Managing Creativity’, Nutrition & Food Science, 6
  • NANCARROW, Clive, WRIGHT, Len Tiu, (1998): ‘Gaining Competitive Advantage From Packaging and Labelling in Marketing Communications’, British Food Journal, 100 (2) ,
  • NATIONAL FOOD INSTITUTE (NFI) (2001,”2002): Major Market Thai Food Export, www.nfi.or.th/domestic/thai-food-industry/thaimar-ket 02.html (12.02.2005)
  • PRENDERGAST, G., PITT, L., (1996): ‘Packaging, Marketing, Logistics and the Environment: Are There Trade-offs?’, International Journal of Physical and Logistics Management; 26 (6)
  • SILAYOI, P., MALAI, V., RAJATANAVIN R., SPEECE M. (2003): “The Effects Of Packaging On Consumer Satisfaction And Loyalty”, Proceedings of the Eighth International Conference on Marketing and Development, Bangkok, Thailand
  • SILAYOI, Pinya, SPEECE, Mark (2004): ‘Packaging And Purchase Decisions, An Exploratory Study On The Impact Of Involvement Level And Time Pressure’, British Food Journal, 106(8)
  • TEK, Ö. Baybars (1983): Ambalajlama Yönetimi, D.E.Ü İ.İ.B.F. Yayınları
  • TOYNE, Brian, WALTERS, Peter G.B, (1993): Global Marketing Management, Second Edition, Allyn and Bacon, USA
  • UNDERWOOD, Robert (2003): ‘The Communicative Power of Product Packaging: Creating Brand Identitty Via Lived and Mediated Experience’, Journal of Marketing, 11(1)
  • USTA, Resul (2002): ‘Uluslararası Pazarlara Yönelik Fındık Mamullerinin Geliştirilmesinde Ambalajlama ve Markalama’, Pazarlama Dünyası, 2, MartNisan
There are 20 citations in total.

Details

Other ID JA82CD82MJ
Journal Section Research Article
Authors

Füsun Gökalp This is me

Publication Date May 1, 2007
Published in Issue Year 2007 Volume: 7 Issue: 1

Cite

APA Gökalp, F. (2007). THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS. Ege Academic Review, 7(1), 79-97.
AMA Gökalp F. THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS. ear. May 2007;7(1):79-97.
Chicago Gökalp, Füsun. “THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS”. Ege Academic Review 7, no. 1 (May 2007): 79-97.
EndNote Gökalp F (May 1, 2007) THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS. Ege Academic Review 7 1 79–97.
IEEE F. Gökalp, “THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS”, ear, vol. 7, no. 1, pp. 79–97, 2007.
ISNAD Gökalp, Füsun. “THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS”. Ege Academic Review 7/1 (May 2007), 79-97.
JAMA Gökalp F. THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS. ear. 2007;7:79–97.
MLA Gökalp, Füsun. “THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS”. Ege Academic Review, vol. 7, no. 1, 2007, pp. 79-97.
Vancouver Gökalp F. THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS. ear. 2007;7(1):79-97.