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Bu çalışmanın temel amacı; Türkiye’de tüketicilerin alışveriş alışkanlıklarında ambalaj tasarımı kavramı açısından algılama biçimlerini tespit etmektir. Dolayısı ile, üretici ve ambalaj tasarımı yapan firmalara müşteri tepkileri ve alışkanlıkları hakkında bakış açısı kazandırmayı amaçlamaktadır. Ayrıca, bu alanda yapılacak olan araştırmalara ışık tutması açısından faydalı olacağı düşünülmektedir. Bu çalışmanın teorik çerçevesi ambalaj, ambalaj tasarımı, sürdürülebilirlik, çevreye duyarlı tasarım, tüketici davranışı, tüketici algısı ve tüketici çekiciliği gibi temel kavramları konu alan makalelere ve kitaplardan faydalanılarak oluşturulmuştur. Araştırma sonuçlarını elde etmek ve analiz etmek için karma yöntem seçilmiştir. Niceliksel veriler 10 sorudan oluşan ve 305 katılımcının tamamlamış olduğu “Likert” tekniği ile hazırlanmış olan anket çalışması ile elde edilmiştir. Çalışmanın sonuçları, tüketicilerin satın alma davranışında ambalaj tasarımının önemini ortaya koymuştur. Tüketici algısı incelendiğinde grafik, renk ve ürün bilgisi gibi ambalaj tasarım öğelerinin ve çevreye duyarlı olma kavramlarının karar vermede kilit rol oynadığı ve tüketicinin ilgisini çektiği görülmüştür. Elde edilen bulgular, ambalaj tasarımının ilgi çekici olmakla beraber aynı zamanda çevreye duyarlı ve sürdürülebilir olabileceği gerçeğini ortaya koymuştur.
The main purpose of this study is to identify the ways of perception of consumers in the shopping habits of the concept of packaging design. Thus, manufacturers and packaging designers aim to give companies a view of customer reactions and habits. It is also believed that the research that will be done in this area will be beneficial in terms of keeping light. The theoretical framework of this study was created by using articles and books on basic concepts such as packaging, packaging design, sustainability, environmentally-sensitive design, consumer behavior, consumer perception and consumer attraction. The karma method has been selected to obtain and analyze the research results. The quantitative data was obtained by the survey, which consisted of 10 questions and was prepared with the "Likert" technique, which was completed by 305 participants. The results of the study showed the importance of packaging design in consumer purchasing behavior. When the consumer perception is studied, it has been shown that packaging design items, such as graphics, color and product knowledge and the concepts of being environmentally sensitive, play a key role in determining and attract consumer interest. The findings have shown the fact that the packaging design is attractive and can be environmentally sensitive and sustainable.
The main purpose of this study is to determine the perception styles of Turkish consumers in terms of the concept of packaging design in their shopping habits. Therefore, it aims to provide manufacturers and packaging design companies with a perspective on customer reactions and habits. In addition, it is thought that it will be beneficial in terms of shedding light on research to be conducted in this area. The theoretical framework of this study was created by using articles and books on basic concepts such as packaging, packaging design, sustainability, environmentally friendly design, consumer behavior, consumer perception and consumer attractiveness. The mixed method was chosen to obtain and analyze the research results. Quantitative data were obtained through a questionnaire study consisting of 10 questions and prepared with the "Likert" technique, completed by 305 participants. The results of the study revealed the importance of packaging design in the purchasing behavior of consumers. When the perception of the consumer is examined, it is seen that packaging design elements such as graphics, color and product information and the concepts of environmental awareness play a key role in decision-making and attract the attention of the consumer. The findings have revealed the fact that packaging design can be interesting, yet sensitive to the environment and sustainable.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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