عوامل مؤثر بر قصد خرید شکلات توسط مصرف‌کنندگان

نوع مقاله : مقالات پژوهشی به زبان انگلیسی

نویسندگان

• مهکامه خواموشی یزدی
• علیرضا کرباسی

گروه اقتصاد کشاورزی، 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

©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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