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A Qualitative Study on the Determination of Balancing Factors in the Relationship between Products, Consumers and Package Schema on the Basis of Balance Theory

Yıl 2024, Cilt: 17 Sayı: 2, 457 - 494, 30.05.2024

Öz

The focus of the present study centers on the mismatch between a product and its packaging. The research delves into the reasons behind consumers' choice to purchase a product despite a disparity between the product and its packaging. Qualitative methods were employed for this investigation, with data collected through in-depth interviews. Twenty participants were interviewed, and the data from 13 participants underwent thorough analysis. The findings, interpreted through the lens of balance theory (Heider, 1946), shed light on the factors influencing consumers when faced with the decision to buy a product packaged in a manner that doesn't align with their expectations. The results illuminated the primary determinant in the purchase of mismatched packaging: "advice." According to the perspective of balance theory, consumers experience tension when acquiring a product with incompatible packaging. To mitigate this tension, consumers employ "balancing factors." These factors include, but are not limited to, "advice," "brand," "curiosity," "promotion," "trial desire," "addiction," "difference," "past experience," "need," "time pressure," and "obligation." The study revealed that these balancing factors play a crucial role in consumers' decisions to purchase products with incompatible packaging. The intricate interplay between these factors showcases the complexity of consumer behavior in such circumstances.

Kaynakça

  • Adejumo, G., Duimering, P. R., & Zhong, Z. (2008). A balance theory approach to group problem solving. Social Networks, 30(1), 83-99.
  • Alvarez, B. A., & Casielles, R. V. (2005). Consumer evaluations of sales promotion: the effect on brand choice. european Journal of Marketing, 39(1/2), 54-70.
  • Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100-112.
  • Ares, G., & Deliza, R. (2010). Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Quality and Preference, 21(8), 930-937.
  • Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
  • Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
  • Baumgartner, H., & Steenkamp, J. B. E. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121-137.
  • Becker, L., van Rompay, T. J., Schifferstein, H. N., & Galetzka, M. (2011). Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations. Food Quality and Preference, 22(1), 17-23.
  • Bezaz, N. (2014). The impact of packaging colour on children’s brand name memorization (No. hal-02170974).
  • Bone, P. F., & Corey, R. J. (2000). Packaging ethics: Perceptual differences among packaging professionals, brand managers and ethically-interested consumers. Journal of Business Ethics, 24(3), 199-213.
  • Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
  • Butkevičienė, V., Stravinskienė, J., & Rūtelionienė, A. (2008). Impact of consumer package communication on consumer decision making process. Engineering Economics, 56(1), 57-65.
  • Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254.
  • Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., ... & Walker, K. (2020). “Purposive sampling: complex or simple? Research case examples”. Journal of Research in Nursing, 25(8), 652-661.
  • Cardello, A. V. (1994). Consumer expectations and their role in food acceptance. Measurement of Food Preferences (pp. 253-297). Springer, Boston, MA.
  • Cartwright, D., & Harary, F. (1956). Structural balance: a generalization of Heider's theory. Psychological Review, 63(5), 277.
  • Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491.
  • De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.
  • Deliza, R., Macfie, H. A. L., & Hedderley, D. (2003). Use of computer‐generated images and conjoint analysis to investigate sensory expectations. Journal of Sensory Studies, 18(6), 465-486.
  • Dichter, E. (1957). The package and the label. Packaging Carton Research Council, London.
  • East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215-224. Eldesouky, A., Mesías, F. J., Elghannam, A., Gaspar, P., & Escribano, M. (2016). Are packaging and presentation format key attributes for cheese consumers?. International Dairy Journal, 61, 245-249.
  • Engel, J. F., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-mouth communication by the innovator. Journal of Marketing, 33(3), 15-19.
  • Fenko, A., Lotterman, H., & Galetzka, M. (2016). What’s in a name? The effects of sound symbolism and package shape on consumer responses to food products. Food Quality and Preference, 51, 100-108.
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
  • Fournier, S. (2013). “Consumers and Their Brands : Developing Relationship Theory in Consumer Research”. Journal of Consumer Research, 24(4), 343–353.
  • Garber Jr, L. L., Hyatt, E. M., & Starr Jr, R. G. (2000). The effects of food color on perceived flavor. Journal of Marketing Theory and Practice, 8(4), 59-72.
  • Hajli, N., Lin, X., Featherman, M., & Wang, Y. (2014). Social word of mouth: How trust develops in the market. International Journal of Market Research, 56(5), 673-689.
  • Halstead, D. (2002). Negative word of mouth: substitute for or supplement to consumer complaints?. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 1-12.
  • Han, J., Seo, Y. & Ko, E. (2017). “Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application”. Journal of Business Research, 74, 162–167.
  • Harith, Z. T., Ting, C. H., & Zakaria, N. N. A. (2014). Coffee packaging: Consumer perception on appearance, branding and pricing. International Food Research Journal, 21(3), 849-853.
  • Hawkes, C. (2009). Sales promotions and food consumption. Nutrition Reviews, 67(6), 333-342.
  • Heider, F. (1946). Attitudes and cognitive organization. The Journal of Psychology, 21(1), 107-112.
  • Heider, F. (1958). The psychology of interpersonal relations. Psychology Press.
  • Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
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  • Horowitz, M. W., Lyons, J., & Perlmutter, H. V. (1951). Induction of forces in discussion groups. Human Relations, 4(1), 57-76.
  • Ismail, A. R., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398.
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Denge Teorisi Perspektifinden Paket Şematiği, Ürün ve Tüketici Arasındaki İlişkide Dengeleyici Unsurların Belirlenmesi Üzerine Nitel Bir Araştırma

Yıl 2024, Cilt: 17 Sayı: 2, 457 - 494, 30.05.2024

Öz

Bu çalışma, ürün ile ambalaj arasındaki uyumsuzluk durumlarına odaklanmaktadır. Araştırmada, ürün - ambalaj uyumsuzluğu halinde tüketicinin söz konusu uyumsuzluğa rağmen ürünü satın almasının ardındaki sebepler araştırılmıştır. Çalışmada nitel yöntemler kullanılmıştır. Araştırmanın verileri derinlemesine mülakat yöntemiyle toplanmıştır. Toplam 20 katılımcıyla görüşülmüş ve 13 katılımcının verileri analiz edilmiştir. Verilerin analizinden elde edilen bulgular denge teorisi bağlamında yorumlanmıştır (Heider, 1946). Sonuçlar, ürün ile ambalajın uyumsuz olduğu koşullarda ürünün neden satın alındığına dair faktörler ortaya çıkarmıştır. Söz konusu satın alımda en önemli faktörün “tavsiye” olduğu belirlenmiştir. Denge teorisi temelinde elde edilen sonuçlar, tüketicilerin uyumsuz bir paket satın aldıklarında gerilime maruz kaldıklarını göstermiştir. Bununla beraber, tüketicilerin bu gerilimi azaltmak için “dengeleyici faktörler” kullandıkları tespit edilmiştir. Tespit edilen dengeleyici faktörler ise; “tavsiye”, “marka”, “merak”, “tutundurma”, “deneme arzusu”, “bağımlılık”, “farklılık”, “geçmiş deneyim”, “ihtiyaç”, “zaman baskısı” ve “mecburiyet” olarak ortaya çıkmıştır.

Kaynakça

  • Adejumo, G., Duimering, P. R., & Zhong, Z. (2008). A balance theory approach to group problem solving. Social Networks, 30(1), 83-99.
  • Alvarez, B. A., & Casielles, R. V. (2005). Consumer evaluations of sales promotion: the effect on brand choice. european Journal of Marketing, 39(1/2), 54-70.
  • Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100-112.
  • Ares, G., & Deliza, R. (2010). Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Quality and Preference, 21(8), 930-937.
  • Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
  • Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
  • Baumgartner, H., & Steenkamp, J. B. E. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121-137.
  • Becker, L., van Rompay, T. J., Schifferstein, H. N., & Galetzka, M. (2011). Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations. Food Quality and Preference, 22(1), 17-23.
  • Bezaz, N. (2014). The impact of packaging colour on children’s brand name memorization (No. hal-02170974).
  • Bone, P. F., & Corey, R. J. (2000). Packaging ethics: Perceptual differences among packaging professionals, brand managers and ethically-interested consumers. Journal of Business Ethics, 24(3), 199-213.
  • Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
  • Butkevičienė, V., Stravinskienė, J., & Rūtelionienė, A. (2008). Impact of consumer package communication on consumer decision making process. Engineering Economics, 56(1), 57-65.
  • Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254.
  • Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., ... & Walker, K. (2020). “Purposive sampling: complex or simple? Research case examples”. Journal of Research in Nursing, 25(8), 652-661.
  • Cardello, A. V. (1994). Consumer expectations and their role in food acceptance. Measurement of Food Preferences (pp. 253-297). Springer, Boston, MA.
  • Cartwright, D., & Harary, F. (1956). Structural balance: a generalization of Heider's theory. Psychological Review, 63(5), 277.
  • Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491.
  • De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.
  • Deliza, R., Macfie, H. A. L., & Hedderley, D. (2003). Use of computer‐generated images and conjoint analysis to investigate sensory expectations. Journal of Sensory Studies, 18(6), 465-486.
  • Dichter, E. (1957). The package and the label. Packaging Carton Research Council, London.
  • East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215-224. Eldesouky, A., Mesías, F. J., Elghannam, A., Gaspar, P., & Escribano, M. (2016). Are packaging and presentation format key attributes for cheese consumers?. International Dairy Journal, 61, 245-249.
  • Engel, J. F., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-mouth communication by the innovator. Journal of Marketing, 33(3), 15-19.
  • Fenko, A., Lotterman, H., & Galetzka, M. (2016). What’s in a name? The effects of sound symbolism and package shape on consumer responses to food products. Food Quality and Preference, 51, 100-108.
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
  • Fournier, S. (2013). “Consumers and Their Brands : Developing Relationship Theory in Consumer Research”. Journal of Consumer Research, 24(4), 343–353.
  • Garber Jr, L. L., Hyatt, E. M., & Starr Jr, R. G. (2000). The effects of food color on perceived flavor. Journal of Marketing Theory and Practice, 8(4), 59-72.
  • Hajli, N., Lin, X., Featherman, M., & Wang, Y. (2014). Social word of mouth: How trust develops in the market. International Journal of Market Research, 56(5), 673-689.
  • Halstead, D. (2002). Negative word of mouth: substitute for or supplement to consumer complaints?. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 1-12.
  • Han, J., Seo, Y. & Ko, E. (2017). “Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application”. Journal of Business Research, 74, 162–167.
  • Harith, Z. T., Ting, C. H., & Zakaria, N. N. A. (2014). Coffee packaging: Consumer perception on appearance, branding and pricing. International Food Research Journal, 21(3), 849-853.
  • Hawkes, C. (2009). Sales promotions and food consumption. Nutrition Reviews, 67(6), 333-342.
  • Heider, F. (1946). Attitudes and cognitive organization. The Journal of Psychology, 21(1), 107-112.
  • Heider, F. (1958). The psychology of interpersonal relations. Psychology Press.
  • Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
  • Hill, K. M., Fombelle, P. W., & Sirianni, N. J. (2016). Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation. Journal of Business Research, 69(3), 1028-1034.
  • Horowitz, M. W., Lyons, J., & Perlmutter, H. V. (1951). Induction of forces in discussion groups. Human Relations, 4(1), 57-76.
  • Ismail, A. R., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398.
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.
  • Jordan, N. (1953). Behavioral forces that are a function of attitudes and of cognitive organization. Human Relations, 6(3), 273-287.
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  • Petty, R. E., & Cacioppo, J. T. (2012). Communication and persuasion: Central and peripheral routes to attitude change. Springer Science & Business Media.
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  • Van Ooijen, I., Fransen, M. L., Verlegh, P. W., & Smit, E. G. (2017). Signalling product healthiness through symbolic package cues: Effects of package shape and goal congruence on consumer behaviour. Appetite, 109, 73-82.
  • VanHurley, V. L. (2007). The influence of packaging color on consumer purchase intent: The influence of color at the point of purchase. Michigan State University. Mass Media.
  • Vazquez, D., Bruce, M., & Studd, R. (2003). A case study exploring the packaging design management process within a UK food retailer. British Food Journal, 105(9), 602-617.
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  • Wei, S. T., Ou, L. C., Luo, M. R., & Hutchings, J. B. (2014). Package design: Colour harmony and consumer expectations. International Journal of Design, 8(1), 109-126.
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  • Yang, A., & Bentley, J. (2017). A balance theory approach to stakeholder network and apology strategy. Public Relations Review, 43(2), 267-277.
  • Yap, J., & Harrigan, N. (2015). Why does everybody hate me? Balance, status, and homophily: The triumvirate of signed tie formation. Social Networks, 40, 103-122.
  • Zellner, D. A., & Durlach, P. (2002). What is refreshing? An investigation of the color and other sensory attributes of refreshing foods and beverages. Appetite, 39(2), 185-186.
Toplam 102 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Pazarlama Teorisi, Tüketici Davranışı
Bölüm Araştırma Makaleleri
Yazarlar

Abdullah Alkan 0000-0002-1674-5475

İbrahim Taylan Dörtyol 0000-0003-3245-7972

Merve Nalbant 0009-0001-7566-4296

Yayımlanma Tarihi 30 Mayıs 2024
Gönderilme Tarihi 3 Aralık 2023
Kabul Tarihi 6 Şubat 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 17 Sayı: 2

Kaynak Göster

APA Alkan, A., Dörtyol, İ. T., & Nalbant, M. (2024). A Qualitative Study on the Determination of Balancing Factors in the Relationship between Products, Consumers and Package Schema on the Basis of Balance Theory. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 17(2), 457-494.