مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Information Journal Paper

Title

IDENTIFYING THE ELEMENTS OF CONSUMER BUYING DECISION AND THE IMPACT OF INTELLECTUAL INVOLVEMENT ON THEM (THE CASE OF QOM SOHAN INDUSTRY)

Pages

  243-257

Abstract

PACKAGING performs a central role for food products as a medium in specifying the characteristics of products and marketing campaign. It will influence the pricing pattern, and consumers’ perception of the products. It can be considered as one of most valued tool in today’s marketing communications, acquiring additional detail analysis of its elements and an influence of such elements on consumers buying behavior. On the other hand intellectual involvement also has been considered as an influencing factor on purchase decision. The aim of this study is to identify the elements of consumer buying decision from the PACKAGING perspective and the impact of intellectual involvement on them. This is an applied study using survey as the research method. The research population consists of Sohan consumers in the city of Qom.The data gathered via probability sampling technique. Data collection was conducted by using questionnaires and overall 243 completed questionnaires were obtained and analyzed using one-sample test and correlation test. The findings confirm the importance of PACKAGING material, information and brand as the elements of consumer buying decision. However, the package size was not confirmed. The influencing role of intellectual involvement level on the elements of consumer buying decision also confirmed.

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  • Cite

    APA: Copy

    SOLTANI, M., JAFARI, S.M.B., & MAJIDI, S.S.. (2018). IDENTIFYING THE ELEMENTS OF CONSUMER BUYING DECISION AND THE IMPACT OF INTELLECTUAL INVOLVEMENT ON THEM (THE CASE OF QOM SOHAN INDUSTRY). IRANIAN JOURNAL OF FOOD SCIENCE AND TECHNOLOGY, 14(72), 243-257. SID. https://sid.ir/paper/72444/en

    Vancouver: Copy

    SOLTANI M., JAFARI S.M.B., MAJIDI S.S.. IDENTIFYING THE ELEMENTS OF CONSUMER BUYING DECISION AND THE IMPACT OF INTELLECTUAL INVOLVEMENT ON THEM (THE CASE OF QOM SOHAN INDUSTRY). IRANIAN JOURNAL OF FOOD SCIENCE AND TECHNOLOGY[Internet]. 2018;14(72):243-257. Available from: https://sid.ir/paper/72444/en

    IEEE: Copy

    M. SOLTANI, S.M.B. JAFARI, and S.S. MAJIDI, “IDENTIFYING THE ELEMENTS OF CONSUMER BUYING DECISION AND THE IMPACT OF INTELLECTUAL INVOLVEMENT ON THEM (THE CASE OF QOM SOHAN INDUSTRY),” IRANIAN JOURNAL OF FOOD SCIENCE AND TECHNOLOGY, vol. 14, no. 72, pp. 243–257, 2018, [Online]. Available: https://sid.ir/paper/72444/en

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