Relationship Between the Packaging Properties and Consumers' Attitudes Towards Packaging: An Application in Ağrı Province

Year 2020, Volume: 24 Issue: 2, 625 - 646, 21.06.2020

Ömer Çınar

Abstract

Today, the packaging is an effective marketing tool used by manufacturers and is an integral part of product strategy. Well-designed packages both provide convenience for consumers and consist of a part of manufacturers' promotional activities. While marketing units are considered price, product, distribution and promotion, many marketers regard packaging as the fifth P of marketing. Packaged products are becoming increasingly important in today's competitive markets. Mostly, packaged products offered to consumers in supermarkets and hypermarkets undertake as the role of silent vendors on shelves, and the right packaging choice is important to reach the end-user especially. Package; it is a material that surrounds the product, provides a safe way of preserving, storing, transporting and even introducing it, which adds value to the product. Attitudes are trends that constitute the psychological dimension of the factors that affect consumer behaviour. Knowing the direction and severity of consumer tendencies is important for producers to be able to move towards these trends or to change consumer attitudes. It is equally important in developing packaging strategies to knowing the attitudes towards package. The purposes of this study are to examine the relationship between the package characteristics of the products and the attitudes of the consumers in the product choice, to investigate the relationship between demographic variables and package characteristics of the participating consumers, and the relationships between demographic variables and attitudes of consumers in product choice. By an application in the province of Ağrı, these relationships have been examined with statistical methods and suggestions have been presented.

Keywords

Packaging, consumer attitudes

Ambalaj Özellikleri ile Tüketicilerin Ambalajlamaya Yönelik Tutumları Arasındaki İlişki: Ağrı İlinde Bir Uygulama

Abstract

Ambalajlama, günümüzde üreticiler tarafından kullanılan etkili bir pazarlama aracıdır ve ürün stratejisinin ayrılmaz bir unsurudur. İyi tasarlanmış ambalajlar hem tüketicilere kolaylık sağlar hem de üreticilerin tanıtım faaliyetlerinin bir bölümünü oluşturur. Pazarlama birimleri fiyat, ürün, dağıtım ve tanıtım olarak kabul edilirken, birçok pazarlamacı ambalajlamayı pazarlamanın beşinci P'si olarak kabul eder. Günümüzün rekabetçi piyasalarında ambalajlı ürünlerin önemi giderek artmaktadır. Çoğunlukla, süpermarketlerde ve hipermarketlerde tüketicilere sunulan paketlenmiş ürünler, raflarda sessiz bir satıcının rolünü üstlenir ve özellikle son kullanıcıya ulaşmak için doğru paketleme seçimi önemlidir. Ambalaj; ürünü saran, güvenli bir şekilde korunmasını, depolanmasını, taşınmasını ve hatta tanıtılmasını sağlayan bir malzeme olup, ürüne değer katan bir unsurdur. Tutumlar, tüketici davranışlarını etkileyen faktörlerin psikolojik boyutunu oluşturan eğilimlerdir. Tüketici eğilimlerinin yönünün ve şiddetinin bilinmesi, üreticiler için bu eğilimlere yönelik hareket edebilme ya da tüketici tutumlarının değiştirebilmesi açısından önemlidir. Ambalaja yönelik tutumların bilinmesi de, ambalajlama stratejilerinin geliştirilmesinde aynı derecede öneme sahiptir. Bu çalışmanın amacı; ürünlerin ambalaj özellikleri ile ürün tercihinde tüketicilerin tutumları arasındaki ilişkiyi incelemek, araştırmaya katılan tüketicilere ait demografik değişkenler ile ambalaj özellikleri arasındaki ilişkileri ve demografik değişkenler ile tüketicilerin ürün tercihindeki tutumları arasında ilişkileri aramaktır. Ağrı ilinde bir uygulama ile bu ilişkiler istatistiksel yöntemlerle incelenmiş ve konu ile ilgili öneriler sunulmuştur. 

Keywords

Packaging, consumer attitudes

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