GIDA ÜRÜNLERİ SATIN ALMA DAVRANIŞINDA AMBALAJIN ROLÜ

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

Füsun Gökalp

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

Keywords

Ambalaj, Satın alma Davranışı

THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD PRODUCTS

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

Keywords

Packaging, Purchase Decision

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