GIDA ÜRÜNLERİ SATIN ALMA DAVRANIŞINDA AMBALAJIN ROLÜ
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
THE ROLE OF PACKAGING IN THE PURCHASING DECISION OF FOOD
PRODUCTS
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
___
- 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