نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 دانشیار مدیریت بازرگانی دانشگاه محقق اردبیلی
3 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل. ایران
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
The effectiveness of packaging depends on its ability to appropriately address consumer needs, demands, and behavioral patterns. Accordingly, the present study was conducted with the aim of developing a typology of Iraqi consumer behavior in response to product packaging, using a grounded‑theory strategy and a qualitative research approach. The study population consisted of marketing professors and experienced experts from Iraq’s packaging industries. A total of 15 participants were selected through snowball sampling to take part in semi‑structured interviews.
Data analysis—conducted through open, axial, and selective coding within MAXQDA 2020—resulted in the identification of 83 behavioral types among consumers, which were organized into 30 axial codes and 8 selective codes. The selective codes included demographic characteristics, behavioral indicators, economic value assessment, customer sensitivity to social influence, environmental awareness, visual appeal, functional‑performance features, and informational content.
Findings indicated that, from the interviewees’ perspective, Iraqi consumers simultaneously emphasize affordable and economical packaging, while also being willing to pay a premium for high‑quality packaging—provided that such packaging does not harm the environment and aligns with eco‑friendly expectations.
کلیدواژهها English
