Paper Information

Journal:   IRANIAN JOURNAL OF FOOD SCIENCE AND TECHNOLOGY   JANUARY 2017 , Volume 13 , Number 59; Page(s) 109 To 122.
 
Paper:  THE IMPACT OF PACKAGING DIMENSIONS ON CUSTOMER SATISFACTION AND INVOLVEMENT WITH EMPHASIS ON THE MEDIATING ROLE OF ATTITUDES TOWARDS PACKAGING
 
Author(s):  SAHAFZADEH A., MANSOURI MOAYYED F.*, KHODADAD HOSSEINI S.H., KORDNAEIJ A.
 
* DEPT. OF COMMERCIAL MANAGEMENT, ECONOMIC & MANAGEMENT FACULTY, TARBIAT MODARES UNIVERSITY
 
Abstract: 

In order to optimize the utilization of the advantages of packaging in the food industry, it is necessary to identify the most effective components and criteria in the packaging of food products field and to prioritize these products based on the opinions of consumers, so that the results can be considered in the planning and marketing activities of organizations. Regarding such importance, the aim is that this research evaluates the impact of those identified attitudes which shape an attitude on Packaging on customer Satisfaction and Involvement. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. Moreover, to assess the validity of the study, the diagnostic validity (DV) using an average variance extracted (AVE) was first calculated and the composite reliability (CR) was then applied to determine the reliability. Therefore, first the researchers reviewed the research literature, then, statistical sample of the population who were the customers of Shadlee in Tehran, were selected and the research hypotheses were tested using structural equations and regressions. Research findings show the significant impact of such Dimensions as “color”, “Attraction”, “Shape”, “Information on the Package”, “Size”, “Type of material” and “Health issues”, on “attitude toward Packaging” and the significant impact of “attitude toward Packaging” on “Customer Satisfaction” and “Involvement”.

 
Keyword(s): CONSUMER BEHAVIOR, PACKAGING DIMENSIONS, ATTITUDE, CUSTOMER SATISFACTION, INVOLVEMENT