Araştırma Makalesi
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Karar Ağaçları Kullanılarak Tüketicilerin Cam Ambalajda Kahve Satın Alma Niyetlerinin Analizi

Yıl 2021, Cilt: 16 Sayı: 1, 17 - 33, 01.04.2021
https://doi.org/10.17153/oguiibf.663171

Öz

Bu araştırma, tüketicilerin cam ambalajda sunulan hazır kahve tüketimi niyetlerini belirlemeye dönük olarak algılarını ve karakteristiklerini tanımlamayı amaçlamaktadır. Bu bağlamda çalışma, tüketicilerin cam ambalajda sunulan içilmeye hazır kahve konusundaki beklentilerini belirlemek için, gıda ile ilgili yaşam tarzı ve paketleme seçimi ölçeklerini değerlendirmektedir. Çalışmada karar ağaçlarını yapılandırmak ve elde edilen en iyi karar ağacını görselleştirmek için CHAID algoritmasından yararlanılmıştır. Satın alma niyeti hedef değişken olup, 16 faktör değişkeni ve 12 demografik değişken de tahmin edici değişkenlerdir. Sonuçlar, tüketicilerin cam ambalajda sunulan içilmeye hazır kahve alma niyetlerinin doğru koruma, çekicilik, sağlıklılık ve kahve türü tercihi değişkenleri ile belirlenebileceğini göstermektedir. Karar ağacı modeli satın alma eğilimlerine göre tahmin edici değişkenler bakımından tüketici profilini ortaya çıkarmaktadır.

Kaynakça

  • Anderson Jr, W. T., & Golden, L. L. (1984). Lifestyle and psychographics: A critical review and recommendation. Advances in consumer research, 11(1).
  • Ansari, A., Usama, M., & Siddiqui, D. A. (2019). Packaging Features and Consumer Buying Behavior Towards Packaged Food Items. Global Scientific Journal, 7(3), 1050-1073.
  • Bisp, S. (2014). Food-related lifestyle: development of a cross-culturally valid instrument for market surveillance. Values, lifestyles, and psychographics, 337.
  • Casini, L., Boncinelli, F., Contini, C., Gerini, F., Scozzafava, G., & Alfnes, F. (2019). Heteroge-neous preferences with respect to food preparation time: Foodies and quickies. Food quality and preference, 71, 233-241.
  • Cholewa-Wójcik, A., Kawecka, A., Ingrao, C., & Siracusa, V. (2019). Socio-economic require-ments as a fundament of innovation in food packaging. Journal of Entrepreneurship, Management and Innovation, 15(1), 231-256.
  • Dantas, M. I. S., Nakajima, V., Rosa, D. D., Andrade, F. O., Canzian, C., & Martino, H. S. D. (2011). Guava Jam packaging determinant attributes in consumer buying decision. Food Science and Technology, 31(3), 567-570.
  • Eldesouky, A., Pulido, A., & Mesias, F. (2015). The role of packaging and presentation for-mat in consumers’ preferences for food: an application of projective techniques. Jour-nal of Sensory Studies, 30(5), 360-369.
  • Gadioli, I. L., Pineli, L. d. L. d. O., Rodrigues, J. D. S. Q., Campos, A. B., Gerolim, I. Q., & Chi-arello, M. D. (2013). Evaluation of packing attributes of orange juice on consumers' in-tention to purchase by conjoint analysis and consumer attitudes expectation. Journal of Sensory Studies, 28(1), 57-65.
  • Grunert, K. G. (1995). Development and testing of a cross-culturally valid instrument: food-related life style. ACR North American Advances.
  • Jetsadalak, N., & Suwunnamek, O. (2019). Thai Consumer Organic Food-Related Lifestyle (FRL), Attitude and Perceived Value Segmentation: A Discriminant Analysis Approach. Asian Journal of Scientific Research, 12, 112-119.
  • Kähkönen, P., Hakanpää, P., & Tuorila, H. (1999). The effect of information related to fat content and taste on consumer responses to a reduced‐fat frankfurter and a reduced‐fat chocolate bar. Journal of Sensory Studies, 14(1), 35-46.
  • Kampfer, K., Leischnig, A., Ivens, B. S., & Spence, C. (2017). Touch-flavor transference: As-sessing the effect of packaging weight on gustatory evaluations, desire for food and beverages, and willingness to pay. PloS one, 12(10), e0186121.
  • Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to af-fect perception, judgment and behavior. Journal of consumer psychology, 22(3), 332-351.
  • Küster, I., Vila, N., & Sarabia, F. (2019). Food packaging cues as vehicles of healthy infor-mation: Visions of millennials (early adults and adolescents). Food research interna-tional, 119, 170-176.
  • McNeal, J. U., & Ji, M. F. (2003). Children’s visual memory of packaging. Journal of Consum-er Marketing, 20(5), 400-427.
  • Nguyen, T. T. M., Phan, T. H., Nguyen, H. L., Dang, T. K. T., & Nguyen, N. D. (2019). Anteced-ents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers. Sustainability, 11(17), 4773.
  • Nian, Y., Shi, L., Gao, Z., & Zhao, R. (2019). Is People’s Daily Lifestyle Consistent with Their Food Purchasing Behavior? 2019 Annual Meeting, July 21-23, Atlanta, Georgia 290680, Agricultural and Applied Economics Association.
  • Rodríguez-Parada, L., Mayuet, P. F., & Gámez, A. J. (2019). Custom Design of Packaging through Advanced Technologies: A Case Study Applied to Apples. Materials, 12(3), 467.
  • Rundh, B. (2005). The multi-faceted dimension of packaging: marketing logistic or market-ing tool? British food journal, 107(9), 670-684.
  • Saba, A., Sinesio, F., Moneta, E., Dinnella, C., Laureati, M., Torri, L., . . . Gasperi, F. (2019). Measuring consumers attitudes towards health and taste and their association with food-related life-styles and preferences. Food quality and preference, 73, 25-37.
  • Scholderer, J., Brunsø, K., Bredahl, L., & Grunert, K. G. (2004). Cross-cultural validity of the food-related lifestyles instrument (FRL) within Western Europe. Appetite, 42(2), 197-211.
  • Thøgersen, J. (2017). Sustainable food consumption in the nexus between national context and private lifestyle: A multi-level study. Food quality and preference, 55, 16-25.
  • Tu, J.-C., Chang, H.-T., & Chen, S.-B. (2019). Factor Analysis of Packaging Visual Design for Happiness on Organic Food—Middle-Aged and Elderly as an Example. Sustainability, 11(12), 3267.
  • van Dam, Y. K., & van Trijp, H. C. (1994). Consumer perceptions of, and preferences for, beverage containers. Food quality and preference, 5(4), 253-261.
  • Van Huy, L., Chi, M. T. T., Lobo, A., Nguyen, N., & Long, P. H. (2019). Effective segmentation of organic food consumers in Vietnam using food-related lifestyles. Sustainability, 11(5), 1237.
  • Wells, L. E., Farley, H., & Armstrong, G. A. (2007). The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management, 35(9), 677-690.

Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks

Yıl 2021, Cilt: 16 Sayı: 1, 17 - 33, 01.04.2021
https://doi.org/10.17153/oguiibf.663171

Öz

The aim of this research is to determine the perceptions and the characteristics of consumers to determine their intentions to purchase ready to drink coffee in glass flasks. In this context, this study assesses the food-related lifestyle, and the packaging choice scales to investigate consumers' expectations about ready to drink coffee offered in glass flasks. The study operationalizes CHAID algorithm to build decision trees and visualizes the best obtained decision tree. Intention to purchase is the target variable, 16 factor variables and 12 demographic variables are predictive features. Results suggest that consumers’ intentions to purchase ready to drink coffee in glass flasks can be determined by correct preservation, attractiveness, healthiness, and the type of coffee preferences. Decision tree model reveals the consumer profiles in terms of the predictive variables.

Kaynakça

  • Anderson Jr, W. T., & Golden, L. L. (1984). Lifestyle and psychographics: A critical review and recommendation. Advances in consumer research, 11(1).
  • Ansari, A., Usama, M., & Siddiqui, D. A. (2019). Packaging Features and Consumer Buying Behavior Towards Packaged Food Items. Global Scientific Journal, 7(3), 1050-1073.
  • Bisp, S. (2014). Food-related lifestyle: development of a cross-culturally valid instrument for market surveillance. Values, lifestyles, and psychographics, 337.
  • Casini, L., Boncinelli, F., Contini, C., Gerini, F., Scozzafava, G., & Alfnes, F. (2019). Heteroge-neous preferences with respect to food preparation time: Foodies and quickies. Food quality and preference, 71, 233-241.
  • Cholewa-Wójcik, A., Kawecka, A., Ingrao, C., & Siracusa, V. (2019). Socio-economic require-ments as a fundament of innovation in food packaging. Journal of Entrepreneurship, Management and Innovation, 15(1), 231-256.
  • Dantas, M. I. S., Nakajima, V., Rosa, D. D., Andrade, F. O., Canzian, C., & Martino, H. S. D. (2011). Guava Jam packaging determinant attributes in consumer buying decision. Food Science and Technology, 31(3), 567-570.
  • Eldesouky, A., Pulido, A., & Mesias, F. (2015). The role of packaging and presentation for-mat in consumers’ preferences for food: an application of projective techniques. Jour-nal of Sensory Studies, 30(5), 360-369.
  • Gadioli, I. L., Pineli, L. d. L. d. O., Rodrigues, J. D. S. Q., Campos, A. B., Gerolim, I. Q., & Chi-arello, M. D. (2013). Evaluation of packing attributes of orange juice on consumers' in-tention to purchase by conjoint analysis and consumer attitudes expectation. Journal of Sensory Studies, 28(1), 57-65.
  • Grunert, K. G. (1995). Development and testing of a cross-culturally valid instrument: food-related life style. ACR North American Advances.
  • Jetsadalak, N., & Suwunnamek, O. (2019). Thai Consumer Organic Food-Related Lifestyle (FRL), Attitude and Perceived Value Segmentation: A Discriminant Analysis Approach. Asian Journal of Scientific Research, 12, 112-119.
  • Kähkönen, P., Hakanpää, P., & Tuorila, H. (1999). The effect of information related to fat content and taste on consumer responses to a reduced‐fat frankfurter and a reduced‐fat chocolate bar. Journal of Sensory Studies, 14(1), 35-46.
  • Kampfer, K., Leischnig, A., Ivens, B. S., & Spence, C. (2017). Touch-flavor transference: As-sessing the effect of packaging weight on gustatory evaluations, desire for food and beverages, and willingness to pay. PloS one, 12(10), e0186121.
  • Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to af-fect perception, judgment and behavior. Journal of consumer psychology, 22(3), 332-351.
  • Küster, I., Vila, N., & Sarabia, F. (2019). Food packaging cues as vehicles of healthy infor-mation: Visions of millennials (early adults and adolescents). Food research interna-tional, 119, 170-176.
  • McNeal, J. U., & Ji, M. F. (2003). Children’s visual memory of packaging. Journal of Consum-er Marketing, 20(5), 400-427.
  • Nguyen, T. T. M., Phan, T. H., Nguyen, H. L., Dang, T. K. T., & Nguyen, N. D. (2019). Anteced-ents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers. Sustainability, 11(17), 4773.
  • Nian, Y., Shi, L., Gao, Z., & Zhao, R. (2019). Is People’s Daily Lifestyle Consistent with Their Food Purchasing Behavior? 2019 Annual Meeting, July 21-23, Atlanta, Georgia 290680, Agricultural and Applied Economics Association.
  • Rodríguez-Parada, L., Mayuet, P. F., & Gámez, A. J. (2019). Custom Design of Packaging through Advanced Technologies: A Case Study Applied to Apples. Materials, 12(3), 467.
  • Rundh, B. (2005). The multi-faceted dimension of packaging: marketing logistic or market-ing tool? British food journal, 107(9), 670-684.
  • Saba, A., Sinesio, F., Moneta, E., Dinnella, C., Laureati, M., Torri, L., . . . Gasperi, F. (2019). Measuring consumers attitudes towards health and taste and their association with food-related life-styles and preferences. Food quality and preference, 73, 25-37.
  • Scholderer, J., Brunsø, K., Bredahl, L., & Grunert, K. G. (2004). Cross-cultural validity of the food-related lifestyles instrument (FRL) within Western Europe. Appetite, 42(2), 197-211.
  • Thøgersen, J. (2017). Sustainable food consumption in the nexus between national context and private lifestyle: A multi-level study. Food quality and preference, 55, 16-25.
  • Tu, J.-C., Chang, H.-T., & Chen, S.-B. (2019). Factor Analysis of Packaging Visual Design for Happiness on Organic Food—Middle-Aged and Elderly as an Example. Sustainability, 11(12), 3267.
  • van Dam, Y. K., & van Trijp, H. C. (1994). Consumer perceptions of, and preferences for, beverage containers. Food quality and preference, 5(4), 253-261.
  • Van Huy, L., Chi, M. T. T., Lobo, A., Nguyen, N., & Long, P. H. (2019). Effective segmentation of organic food consumers in Vietnam using food-related lifestyles. Sustainability, 11(5), 1237.
  • Wells, L. E., Farley, H., & Armstrong, G. A. (2007). The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management, 35(9), 677-690.
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Sezgin Irmak 0000-0003-2188-7344

Mehmet Özer Demir 0000-0002-5035-0530

Yayımlanma Tarihi 1 Nisan 2021
Gönderilme Tarihi 24 Aralık 2019
Yayımlandığı Sayı Yıl 2021 Cilt: 16 Sayı: 1

Kaynak Göster

APA Irmak, S., & Demir, M. Ö. (2021). Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 16(1), 17-33. https://doi.org/10.17153/oguiibf.663171