بررسی جامع عوامل موثر بر افزایش سرانه مصرف میگو در شهر تهران با تکیه بر سازه های نگرش و تصمیم به خرید

نویسندگان
سهیل ریحانی پول 1
افشین عادلی 2
علیرضا عالیشاهی 2
1 دانشجوی دکتری، دانشگاه علوم کشاورزی و منابع طبیعی گرگان
2 دانشیار، دانشگاه علوم کشاورزی و منابع طبیعی گرگان
چکیده
به منظور افزایش سرانه مصرف میگو در شهر تهران و جای­ گیری مناسب این محصول در سبد غذایی خانوارها، مطالعه عوامل موثر بر نگرش شهروندان نسبت به مصرف میگو و همچنین فاکتورهای موثر بر تصمیم به خرید آن­ها ضروری به نظر می­ رسد. هدف از مطالعه پژوهشی-کاربردی حاضر نیز بررسی و ارزیابی همین عوامل است. به این منظور با مطالعه منابع داخلی و خارجی یک­ سری عوامل موثر بر نگرش مصرف ­کنندگان و تصمیم به خرید آن­ها شناسایی و در قالب فرضیاتی در جامعه هدف مورد آزمون قرار گرفتند. جامعه آماری پژوهش کل شهر تهران است که به صورت تصادفی 12 منطقه شهرداری جهت مطالعه میدانی با حجم نمونه 500 نفر انتخاب شدند. جهت جمع­ آوری اطلاعات، پرسش­نامه­ ای متناسب با فرضیات طراحی و توسط جامعه مصرف تکمیل شد. به منظور آزمون فرضیات و بررسی شدت و جهت رابطه بین گویه ­ها، مدل مفهومی متناسب تعریف و توسط مدل معادلات ساختاری (نرم ­افزار لیزرل) مورد ارزیابی قرار گرفت. در آزمون عوامل فرضی موثر بر نگرش شهروندان ثابت شد کیفیت، نوع عرضه و فراوری، بسته ­بندی و باورهای مختلف به صورت مثبت و معنی ­داری بر نگرش افراد اثرگذارند. اما راحتی طبخ میگو و همچنین زمان و مکان مصرف اثر معنی ­داری بر نگرش شهروندان نداشتند. در ادامه نتایج نشان داد، سوابق تجربی مصرف، درآمد و قیمت میگو به صورت معنی ­داری تصمیم به خرید میگو را تحت تاثیر قرار می ­دهند اما فاکتور دسترسی اثر معنی ­داری بر تصمیم به خرید ایفا نمی ­کند. مقادیر ضرایب تاثیر نشان داد از بین عوامل موثر بر نگرش شهروندان و تصمیم به خرید به ترتیب کیفیت میگو و سوابق تجربی مصرف موثرترین فاکتورها هستند.
کلیدواژه‌ها
میگو
نگرش
کیفیت
بسته بندی
نوع فراوری
قیمت

موضوعات

عنوان مقاله English

A comprehensive study of effective factors on increasing of shrimp per capita consumption in Tehran city based on attitude items and decision to buy

نویسندگان English

Soheyl Reyhani Poul 1
Afshin Adeli 2
Alireza Alishahi 2
1 Ph.D student, Gorgan University of Agricultural Sciences and Natural Resources
2 Associate Professor, Gorgan University of Agricultural Sciences and Natural Resources
چکیده English

In order to increase the per capita consumption of shrimp in Tehran and its proper placement in the household food basket, it is necessary to study the factors affecting the attitude of citizens towards shrimp consumption as well as the factors affecting on decision to purchase. The purpose of this applied-research study also is to investigate and evaluate these factors. For this purpose, by studying internal and external sources, a number of factors affecting consumers' attitudes and their decision to purchase were identified and then tested in the form of assumptions in the target population. The statistical population of the study is the whole city of Tehran which randomly were selected 12 municipal districts for field study with sample size of 500 people. To collect data, a questionnaire was designed according to the assumptions and completed by the consumption society. In order to test the assumptions and investigate the severity and direction of the relationship between their items, a conceptual model was designed and evaluated by structural equation modeling (Lisrel software). In testing hypothetical factors affecting citizens' attitudes were found quality, type of supply and processing, packaging and different beliefs have positive and significant effects on people's attitudes. But the convenience of cooking of shrimp as well as the time and place of consumption had no significant effect on the attitude of citizens. In the following, the results showed that experimental records of consumption, income and price of shrimp are effective on the intention to purchase but the access factor does not have a significant effect on the intention to buy shrimp. Values of effect coefficients showed that among the effective factors on attitude of citizens and the decision to buy, quality and experimental records of consumption are the most effective factors, respectively.

کلیدواژه‌ها English

Shrimp
Attitude
Quality
packaging
Type of processing
Price
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