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Gida Urunleri Satin Alma Davranisinda Ambalajin Rolu

Author

Listed:
  • Fusun Gokalp

    (Ege Universitesi, Sosyal Bilimler Enstitusu Isletme Doktora Ogrencisi)

Abstract

Ambalajli gida urunlerinin rekabetci piyasasinda ambalajin onemi git gide artmaktadir ozellikle de satis noktasinda urun ambalajinin satin alma kararini onemli olcude etkiledigi gorulmektedir. Ambalajli gida urunleri artik yuksek oranlarda supermarketlerde ve hipermarketlerde tuketicilere sunulmaktadir. Supermarketler ve hipermarketlerde ise ambalajli urunlerin satislari genellikle raflarda musterilerin kendisinin secip almasi yontemi ile yapilmaktadir ve boylece ambalaj ‘raftaki satis elemani’ ozelligini kazanmaktadir. Bu calismada anket yontemi kullanilarak ambalajin gida urunleri satin alma davranisini nasil etkiledigi ogrenilmeye calisilmistir. Alan arastirmasi Izmir ilinde uygulanmistir. Arastirmanin sonucunda tuketicilerin gida urunlerinde daha saglikli olduklarini dusunmeleri nedeniyle buyuk olcude ambalajli urunleri tercih ettikleri ancak ambalajin urunun fiyatini arttirdigi dusuncesine sahip olduklari belirlenmistir.

Suggested Citation

  • Fusun Gokalp, 2007. "Gida Urunleri Satin Alma Davranisinda Ambalajin Rolu," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 7(1), pages 79-97.
    • Handle: RePEc:ege:journl:v:7:y:2007:i:1:p:79-97
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    More about this item

    Keywords

    Ambalaj; Satin alma Davranisi;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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