ANALYSIS OF THE INFLUENCE OF FOOD PACKAGING ON CONSUMER PURCHASE BEHAVIOR IN KAZAKHSTAN / TURSYNAY IZMAGANBETOVA; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2022Tanım: 51 sheets; 31 cm. Includes CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: ABSTRACT For many years, packaging was intended only for the transportation and preservation of the product. Currently, along with utilitarian functions, packaging performs many other tasks: It should help to stand out not only against the background of its direct competitors, but also other products standing on the shelf nearby. Almost any product entering the market has a package and a certain design. It should be noted that today a product is not a simple set of material characteristics. Consumers tend to view products as a complex set of benefits that satisfy their needs. When designing a product, marketers must first determine the basic needs of the buyer that the product will satisfy, then develop the actual product, and finally find ways to reinforce it in order to create the set of benefits that will best satisfy the consumer's needs. A survey was used in the marketing research as a quantitative method. The responses obtained are 35.9 percent male and 64.1 percent female. 234 individuals responded, indicating the gender distribution of the participants in the capital of Kazakhstan, Nursultan. The questionnaire distributed and analyzed using the software SPSS 25.0. Regression analysis was used to empirically test the hypothesis that had been developed. Excluding the hypothesis on the impact of packing quality on consumers, the data appear to support all of the hypothesis. The findings also show that consumers purchasing intentions are significantly influenced by food packaging, which is followed by packaging design, color, invention, price, and printed information. It means that customers in capital city of Kazakhstan giving more attention for creative design, innovation color, product price and reading information on the product and they pay less attention to packaging material. Future research can look into how other packaging components in Kazakhstan affect consumer purchasing intentions.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 2531 I96 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T2852
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 2531 I96 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT2852
Toplam ayırtılanlar: 0

Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 44-48)

ABSTRACT
For many years, packaging was intended only for the transportation and preservation of the product. Currently, along with utilitarian functions, packaging performs many other tasks: It should help to stand out not only against the background of its direct competitors, but also other products standing on the shelf nearby. Almost any product entering the market has a package and a certain design. It should be noted that today a product is not a simple set of material characteristics. Consumers tend to view products as a complex set of benefits that satisfy their needs. When designing a product, marketers must first determine the basic needs of the buyer that the product will satisfy, then develop the actual product, and finally find ways to reinforce it in order to create the set of benefits that will best satisfy the consumer's needs. A survey was used in the marketing research as a quantitative method. The responses obtained are 35.9 percent male and 64.1 percent female. 234 individuals responded, indicating the gender distribution of the participants in the capital of Kazakhstan, Nursultan. The questionnaire distributed and analyzed using the software SPSS 25.0. Regression analysis was used to empirically test the hypothesis that had been developed. Excluding the hypothesis on the impact of packing quality on consumers, the data appear to support all of the hypothesis. The findings also show that consumers purchasing intentions are significantly influenced by food packaging, which is followed by packaging design, color, invention, price, and printed information. It means that customers in capital city of Kazakhstan giving more attention for creative design, innovation color, product price and reading information on the product and they pay less attention to packaging material. Future research can look into how other packaging components in Kazakhstan affect consumer purchasing intentions.

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