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

Year 2024, Volume: 17 Issue: 2, 457 - 494, 30.05.2024

Abdullah Alkan , İbrahim Taylan Dörtyol , Merve Nalbant

Abstract

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.

Keywords

Balance Theory, Product-Packaging Compatibility, Sensory Marketing, Marketing Theory

Denge Teorisi Perspektifinden Paket Şematiği, Ürün ve Tüketici Arasındaki İlişkide Dengeleyici Unsurların Belirlenmesi Üzerine Nitel Bir Araştırma

Abstract

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.

Keywords

Denge Teorisi, Ürün-Ambalaj Uyumu, Duyusal Pazarlama, Pazarlama Teorisi

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