عوامل مؤثر بر قصد خرید شکلات توسط مصرف‌کنندگان

نوع مقاله : مقالات پژوهشی به زبان انگلیسی

نویسندگان

• مهکامه خواموشی یزدی
• علیرضا کرباسی

گروه اقتصاد کشاورزی، دانشکده کشاوزی، دانشگاه فردوسی مشهد، مشهد، ایران

https://doi.org/10.22067/jead.2024.84285.1218

چکیده

این پژوهش با هدف بررسی انگیزه‌ها و نگرش‌های مصرف‌کنندگان به انتخاب شکلات و تأثیر آن بر قصد خرید انجام شد. برای این منظور با استفاده از مدل معادلات ساختاری تأثیر متغیرهای سلامت، خلق و خو، کنترل وزن، شکلات‌گرایی، حسی، بسته‌بندی، قیمت و اعتماد به برند بر قصد خرید شکلات بررسی شده است. نتایج این تحقیق حاکی از آن است که تنها متغیر خلق تأثیر مثبت و معناداری بر اعتیاد به شکلات دارد. همچنین متغیرهای اعتماد برند، بسته‌بندی و قیمت بر قصد خرید شکلات تأثیر مثبت، مستقیم و معناداری دارند. متغیرهای خلق و خو و بسته‌بندی با تفاوت زیادی تأیید شده‌اند که نشان می‌دهد این دو عامل از نظر مصرف‌کننده بسیار مهم هستند. بنابراین روحیه مصرف‌کنندگان می‌تواند تأثیر بسزایی در مصرف شکلات داشته باشد. علاوه بر این، بسته‌بندی جذاب این قابلیت را دارد که توجه مصرف‌کنندگان را به خود جلب کند و اطلاعات مهمی را در مورد محصول از جمله طعم، مواد تشکیل دهنده و ارزش غذایی منتقل کند. همچنین اکثر مصرف‌کنندگان محصولات شکلات را از برندهای مورد اعتماد خود خریداری می‌کنند، بنابراین در این مورد معمولاً برندهای معروف و معتبر دارای مزیت هستند، حساسیت قیمت در گروه‌های مصرف‌کننده متفاوت است. این عوامل اغلب به هم مرتبط هستند و اهمیت آنها ممکن است بسته به ترجیحات فردی، جمعیت‌شناسی و روند بازار متفاوت باشد.

کلیدواژه‌ها

• انگیزه انتخاب
• شکلات
• قصد خرید
• نگرش

موضوعات

• بازاریابی و تجارت محصولات کشاورزی

عنوان مقاله [English]

Factors Affecting the Purchase Intention of Chocolate by Consumers

نویسندگان [English]

• M. Khavamoshi Yazdi
• A. Karbasi

Department of Agricultural Economics, Faculty of Agriculture, Ferdowsi University of Mashhad, Mashhad, Iran.

چکیده [English]

This research was conducted to investigate the motivations and attitudes of consumers to choose chocolate and their effects on purchase intention. For this purpose, the effects of health variables, mood, weight control, chocoholism, sensory, packing, price, and brand trust on the purchase intention of chocolate have been investigated using the structural equation model. The results of this research indicate that only the variable of mood has a positive and significant effect on chocoholism. Additionally, the variables of brand trust, packaging, and price have a positive, direct, and significant impact on the intention to purchase chocolate. Mood and packaging stood out with a notable difference, indicating that these two factors are especially important from the consumer’s perspective. Furthermore, attractive packaging has the ability to attract the attention of consumers and convey important information about the product, including taste, ingredients, and nutritional value. Also, most consumers buy chocolate products from their trusted brands, so in this case, famous and reliable brands usually have an advantage, price sensitivity is different in consumer groups. These factors are often interrelated and their importance may vary depending on individual preferences, demographics, and market trends.

کلیدواژه‌ها [English]

• Attitude
• Chocolate
• Choice motivation
• Purchase intention

©2024 The author(s). This is an open access article distributed under Creative Commons Attribution 4.0 International License (CC BY 4.0).

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