تحليل تأثير عناصر بصري برقصدخريد و ارزيابي محصول با استفاده ازكانسي (مطالعه موردي: بسته‌بندي خوراك دام)

Kansei vocabulary , Packaging , Visual packaging elements , Livestock feed , Product eva‎luation , Purchase intention

Analysis of the Effect of Visual Elements on Purchase Intention an‎d Product eva‎luation Using CANSI (Case Study: Animal Feed Packaging)

مديريت

This study investigates the influence of visual packaging elements of livestock feed on product eva‎luation an‎d consumers’ purchase intentions. The visual elements examined include packaging size, color, font style, an‎d the amount of information displayed on the packaging. Consumer eva‎luation of the product was defined in terms of perceived quality, durability, ease of use, safety, an‎d credibility. The Kansei vocabulary employed in this study was developed based on a review of related research in the field of industrial product packaging an‎d through interviews with practitioners an‎d experts in the livestock feed industry, adopting the Kansei engineering approach. The statistical population consisted of livestock feed consumers, an‎d sampling was carried out using a non-probability method. To assess reliability, Cronbach’s alpha was employed, with the overall reliability coefficient confirmed at 0.94. The questionnaire’s validity was verified by marketing scholars. A researcherdeveloped questionnaire was used to eva‎luate the variables an‎d test the study hypotheses. From the total number of questionnaires distributed, 163 valid responses were collected an‎d analyzed. Content validity was confirmed through expert review by specialists in livestock feed marketing, advertising, an‎d industry professionals, while reliability was further verified using Cronbach’s alpha. The findings indicated that visual packaging elements—specifically color, size, information display, an‎d font style—significantly affect both product eva‎luation an‎d purchase intention among livestock feed consumers. Furthermore, the results showed variations in consumer responses under different conditions of these elements. Accordingly, the study recommends that marketing managers carefully consider the impact of packaging design features an‎d develop optimized packaging strategies that can provide competitive advantages for packaging manufacturers as well as trading companies operating in this sector.

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