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Register a new userThe Consumer Behavior of Buying Towards packaging size of the preserved food and the place and the time of shopping
سلوك المستهلك الشرائي تجاه حجم عبوات الأغذية المحفوظة و مكان و زمان التسوق
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هدفت الدراسة إلى معرفة تأثير المتغيرات الديموغرافية على سلوك المستهلك الشرائي تجاه حجم عبوات الأغذية المحفوظة و مكان و زمان التسوق في محافظة اللاذقية. و استخدم المنهج الوصفي التحليلي لدراسة مدى التأثير، و تم اختيار عينة مكونة من 400 مستهلك من مجتمع الدراسة في محافظة اللاذقية موزعة على أربعة أحياء هي: الصليبة و الزراعة و حي تشرين و الرمل الشمالي، بالإضافة إلى أربع مناطق هي: الحفة و جبلة و القرداحة و ريف منطقة اللاذقية. و بعد تحميل البيانات أظهرت الدراسة أنه يوجد تأثير للعوامل الشخصية (التعليم، الدخل) على تفضيلات المستهلك: من حيث زمان و مكان التسوق. في حين لا يوجد تأثير للجنس أو العمر أو الحالة العائلية أو حجم الأسرة على تفضيلات المستهلك الشرائية بالنسبة لمكان و زمان التسوق. كما أظهرت الدراسة أنه يوجد تأثير لعنوان سكن المستهلك في سلوكه الشرائي بالنسبة لمكان التسوق في حين لا يوجد تأثير لعنوان السكن بالنسبة لزمان التسوق. كما أظهرت الدراسة وجود تأثير للعوامل الشخصية للمستهمك (الحالة العائلية، العمر، حجم الأسرة، عنوان السكن التعليم، و الدخل ) في سلوكه الشرائي بالنسبة لحجم عبوات الأغذية المحفوظة.
This research aimed at studying the effect of demographic variables on consumer behavior of buying towards packaging size of the preserved food and the place and the time of shopping in the governorate of Latakia. Using descriptive analytical study of the impact, a sample of 400 consumer was selected from among the study society in Lattakia spread over four districts namely: Saliba, Al Ziraa, Tishreen ave and North sand, in addition to the four regions of: Al-Haffah, Jableh, Al Qardāḩah and Lattakia rural area; a questionnaire was used across the sample. After analyzing the data the study showed that there is an influence of personal factors (education, income) on consumer preferences: In terms of temporal and spatial shopping. While there is no effect of gender, age, marital status or family size on consumer purchasing preferences, for place and time shopping. The study also showed, that there is an effect to consumer address, on consumer purchasing preferences, for place shopping while no effect of the consumer address on the time of shopping. The study also showed that there is an influence of personal factors of the consumer (family status, age, family size, address, education, and income) on his Buying behavior, for preserved food packaging size.
Artificial intelligence review:
Research summary
هدفت هذه الدراسة إلى تحليل تأثير المتغيرات الديموغرافية على سلوك المستهلك الشرائي تجاه حجم عبوات الأغذية المحفوظة ومكان وزمان التسوق في محافظة اللاذقية. تم استخدام المنهج الوصفي التحليلي واختيار عينة من 400 مستهلك موزعين على أحياء ومناطق مختلفة. أظهرت النتائج أن العوامل الشخصية مثل التعليم والدخل تؤثر على تفضيلات المستهلك من حيث زمان ومكان التسوق، بينما لا تؤثر العوامل الأخرى مثل الجنس والعمر والحالة العائلية وحجم الأسرة على هذه التفضيلات. كما تبين أن عنوان السكن يؤثر على مكان التسوق وليس على زمانه. بالإضافة إلى ذلك، أظهرت الدراسة أن العوامل الشخصية للمستهلك تؤثر على سلوكه الشرائي بالنسبة لحجم عبوات الأغذية المحفوظة، بينما لا يؤثر جنس المستهلك على هذا السلوك. توصلت الدراسة إلى توصيات بضرورة تعزيز الدعاية والإعلان للمنتجات الغذائية المحفوظة وزيادة التوعية بأهمية المنتجات العضوية.
Critical review
دراسة نقدية: على الرغم من أن الدراسة قدمت تحليلاً شاملاً ومفصلاً لتأثير المتغيرات الديموغرافية على سلوك المستهلك، إلا أن هناك بعض النقاط التي يمكن تحسينها. أولاً، كان من الممكن توسيع نطاق العينة لتشمل مناطق أخرى خارج محافظة اللاذقية للحصول على نتائج أكثر شمولية. ثانياً، لم يتم تناول تأثير العوامل النفسية والاجتماعية بشكل كافٍ، والتي قد تكون لها تأثير كبير على سلوك المستهلك. ثالثاً، كان من الممكن استخدام تقنيات تحليل بيانات أكثر تقدماً مثل تحليل الانحدار المتعدد للحصول على نتائج أكثر دقة. وأخيراً، كان من الأفضل تضمين توصيات أكثر تفصيلاً للشركات حول كيفية تطبيق النتائج في استراتيجياتها التسويقية.
Questions related to the research
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ما هي العوامل الديموغرافية التي تؤثر على تفضيلات المستهلك من حيث زمان ومكان التسوق؟
العوامل الديموغرافية التي تؤثر على تفضيلات المستهلك من حيث زمان ومكان التسوق هي التعليم والدخل، بينما لا تؤثر العوامل الأخرى مثل الجنس والعمر والحالة العائلية وحجم الأسرة على هذه التفضيلات.
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هل يؤثر عنوان السكن على سلوك المستهلك الشرائي؟
نعم، يؤثر عنوان السكن على سلوك المستهلك الشرائي بالنسبة لمكان التسوق، ولكنه لا يؤثر على زمان التسوق.
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ما هي التوصيات التي قدمتها الدراسة للشركات؟
قدمت الدراسة توصيات بضرورة تعزيز الدعاية والإعلان للمنتجات الغذائية المحفوظة وزيادة التوعية بأهمية المنتجات العضوية، بالإضافة إلى ضرورة مراقبة أسعار الأغذية المحفوظة والحماية من الغش.
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هل يؤثر جنس المستهلك على سلوكه الشرائي بالنسبة لحجم عبوات الأغذية المحفوظة؟
لا، أظهرت الدراسة أن جنس المستهلك لا يؤثر على سلوكه الشرائي بالنسبة لحجم عبوات الأغذية المحفوظة.
References used
JAMES, N.F, 2007-Advaces In Consumer Research. Ane Printing, 2 nd. Ed., London, 108p
KOTLER, P; KELLER, K.L, 2006-Marketing Management. Prentice-Hall, Pearson Education, 12th ed., New Jersey, USA, 729p
KOTLER, P; ARMSTRONG, G, 2012-Principle of Marketing. Prentice-Hall, Pearson Education, 14th ed., New Jersey, USA, 637p
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This study aimed to identify or learn some of the demographic variables and their impact on consumer behavior, when buying preserved food in the governorate of Latakia; using descriptive analytical study of the impact. The sample of 210 consumer was
selected from among the study society in Lattakia, spread over four districts namely: Saliba, Al Ziraa, Tishreen ave and north sand, in addition to the three regions of: Al-Haffah, jableh and Lattakia rural area; a questionnaire was used across the sample. Analysis of the data showed that the consumer level of education has no impact on his buying behaviour regarding packaging, whereas there as an impact of the consumer level of education on his buying behaviour for the presence of preservatives in preserved food, and there is an impact of home address on consumer buying behaviour for keeping preserved food, there is also an effect of the consumer income on his buying behaviour regarding the interests at the time of purchase (price, quality, or trade name), as well as for the marketplace. Research results showed that 42.4% sample members prefer food preservation by freezing method, about 64.3% consumers checked on presence of preservatives when buying food. As a result of their interest in terms of health, some 63.3% prefer glass containers over other packaging. Also note that the study sample of 46.7% care about product quality from other concerns when buying food. Also, the results showed that about 79% of the study sample, do not exceed 5000 SP for the monthly spending on the preserved food, And nearly 45% of monthly spending on preserved foods is ranging from (10-20%) of the total expenditure on the purchase of food, and of (5-10%) of the monthly income.
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