بررسی عوامل مؤثر بر ترجیحات مصرف کنندگان زعفران

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشگاه فردوسی مشهد، گروه اقتصاد کشاورزی

2 ، استاد گروه اقتصاد کشاورزی دانشگاه فردوسی مشهد

3 گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد ایران

4 گروه جامعه شناسی، دانشکده ادبیات و علوم انسانی، دانشگاه فردوسی مشهد، مشهد، ایران

5 پژوهشگر گروه اقتصاد، دانشگاه موناش استرالیا

10.22048/jsat.2020.221935.1384

چکیده

امروزه با توجه به شدت رقابت و تغییرات مداوم در شرایط محیطی، شناسایی نیازها و خواسته های مصرف کنندگان برای کسب مزیت رقابتی در بازارهای داخلی و بین المللی امری ضروری می باشد. زعفران یکی از محصولات کشاورزی مهم و ارزشمند ایران به شمار می رود و برای رشد بازار آن لازم است که به ترجیحات مصرف کنندگان این محصول توجه شود. لذا، هدف اصلی این مطالعه رتبه بندی و بررسی اثر ویژگی های زعفران بر مطلوبیت مصرف کنندگان این محصول در شهر مشهد می باشد. در این مطالعه، برای ویژگی های نام تجاری، نوع بسته بندی و وزن به ترتیب 3، 3 و 8 سطح در نظر گرفته شده است و در سال 1398، اطلاعات مربوط به 400 پاسخ دهنده با استفاده از روش نمونه گیری طبقه ای (با انتساب متناسب) از 13 منطقه مشهد جمع آوری گردید. نتایج مطالعه با استفاده از تحلیل متقارن نشان داد که وزن زعفران عرضه شده به بازار و نوع بسته بندی ویژگی های مهم تأثیرگذار بر ترجیحات خرید مصرف کنندگان می باشند. در تحلیلی جزئی تر و با در نظر گرفتن سطوح ویژگی ها، نتایج مطالعه مؤید آن است که بیشترین مقادیر مطلوبیت مربوط به زعفران پاکتی با وزن 608/4 گرم می باشد. با توجه به نتایج مطالعه، به شرکت های زعفران توصیه می گردد که در تنظیم راهبردهای بازاریابی برای گروه های مختلف مصرف کنندگان به ترجیحات آن ها در بازارهای هدف توجه ویژه ای داشته باشند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the Effective Factors on Saffron Consumers' Preferences

نویسندگان [English]

  • Amirhossein Tohidi 1
  • Mohammad Ghorbani 2
  • Alireza Karbasi 3
  • Ahmadreza Asgharpourmasouleh 4
  • Behrooz Hassani-Mahmooei 5
1 Faculty of Agriculture, Ferdowsi University of Mashhad
2 Professor of Agricultural Economic Department, Ferdowsi University of Mashhad
3 Department of Agricultural Economics, Faculty of Agriculture, Ferdowsi University of Mashhad Mashhad, Iran
4 Department of Sociology, Faculty of Letters and Humanities, Ferdowsi University of Mashhad, Mashhad, Iran
5 Department of Economics, Monash University, Australia
چکیده [English]

Nowadays due to the intensity of competition and continuous changes in environmental conditions, identification of customers' needs and wants is essential to gaining competitive advantage in domestic and international markets. Saffron is one of the most valuable and important agricultural products in Iran, and for the development of its market, it is necessary to consider the preferences of consumers of this product. Therefore, the main purpose of this study was to rank and evaluate the effect of saffron attributes on the consumer utility of this product in Mashhad city. In this study, 3, 3 and 8 levels were considered for the trade name, packaging type and weight, respectively. In 2020, The data from 400 respondents were collected using a stratified sampling method (with proportionate allocation) from 13 districts of Mashhad-Iran. Using conjoint analysis, the results of the study showed that the weight of saffron marketed and the packaging type are important attributes influencing consumer preferences. In a more detailed analysis and taking into account the attribute levels, the results of the study confirmed that the highest utility values were found in saffron products with pocket packaging and weight of 4.608 gr. According to the study results, to design marketing strategies for different customer groups, saffron companies are recommended to pay more attention to consumer preferences in target markets.

کلیدواژه‌ها [English]

  • Marketing
  • Consumer Behavior
  • conjoint analysis
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