تحلیل رفتار خرید مصرف کنندگان میگو و بررسی ترجیحات آن ها در بازار بعثت تهران با استفاده از نرم افزار لیزرل

نویسندگان
سکینه یگانه 1
سهیل ریحانی پول 2
محمد خلیلی 3
آرش رخشانی 4
1 استاد، گروه شیلات، دانشکده علوم دامی و شیلات، دانشگاه علوم کشاورزی و منابع طبیعی ساری، ساری، ایران
2 دانش آموخته دکتری تخصصی، گروه فرآوری محصولات شیلاتی، دانشکده شیلات و محیط زیست، دانشگاه علوم کشاورزی و منابع طبیعی گرگان، گرگان، ایران
3 دانش آموخته کارشناسی، گروه شیلات، دانشکده علوم دامی و شیلات، دانشگاه علوم کشاورزی و منابع طبیعی ساری، ساری، ایران
4 دانشجوی دکتری، گروه شیلات، دانشکده علوم دامی و شیلات، دانشگاه علوم کشاورزی و منابع طبیعی ساری، ساری، ایران
10.22034/FSCT.22.159.207
چکیده
پژوهش حاضر به منظور بررسی رفتار خریداران میگو و ارزیابی ترجیحات آن­ها با جامعه آماری 600 نفر در بازار بعثت تهران انجام شد. در این پژوهش خریداران میگو مورد سه دسته سوال قرار گرفتند. سوالات دسته اول مربوط به ویژگی­های جمعیت­شناختی و سوالات دسته دوم در ارتباط با میزان و دلایل خرید میگو و همچنین ارزیابی اولویت­های خریداران در شاخص­هایی نظیر سایز، انواع مدل عرضه و گونه میگو (آزمون فریدمن) بودند. سوالات دسته سوم بر اساس طیف پنج­گزینه­ای لیکرت حاضر و به منظور بررسی عوامل موثر بر نگرش جامعه آماری به خرید میگو با استفاده از طراحی مدل مفهومی و روش مدل­سازی معادلات ساختاری (نرم­افزار لیزرل) مطرح شدند. نتایج این تحقیق نشان داد خریدارانی که در سال سه یا چهار مرتبه و در هر مرتبه 1 تا 5/1 کیلوگرم میگو خریداری می­کنند، دارای بیشترین فراوانی بودند (به ترتیب 33/54 و 34/56 درصد). 56/64 درصد از خریداران ارزش غذایی و مزه مطلوب (به صورت توام) را دلیل اصلی خرید میگو عنوان کردند. در بررسی اولویت­های خریداران مشخص شد که سایز بزرگ میگو (26 تا 35 قطعه در هر کیلوگرم)، میگوی فله­ای (در مقایسه با میگوی بسته­بندی و ترکیبی)، میگوهای دریایی (در مقایسه با میگوی پرورشی و ترکیبی) و سایز 500 تا 750 گرم بسته میگو دارای طرفداران بیشتری هستند. نتایج اجرای مدل مفهومی تحقیق نشان داد که همه فرضیات تائید شدند؛ به این صورت که متغیرهای سایز، انواع عرضه و گونه میگو به صورت معنی­داری به ترتیب با ضرایب اثر 19/0، 33/0 و 47/0 بر نگرش خریدارن موثر بودند. در ادامه نگرش خریداران با ضریب اثر 68/0 بر تصمیم به خرید و این سازه با ضریب اثر 71/0 بر خرید میگو اثرگذار بودند. نتایج چنین تحقیقاتی به مدیران تولید و فروشندگان در جهت تامین نیازهای بازار، حفظ تعادل آن و سود پایدار کمک شایانی خواهد کرد.
کلیدواژه‌ها
میگو
رفتار خریداران
بازار بعثت
مدل عرضه
نگرش

موضوعات

عنوان مقاله English

Analyzing the purchase behavior of shrimp consumers and checking their preferences in Tehran's Besat market using Lisrel software

نویسندگان English

Sakineh Yeganeh 1
Soheyl Reyhani Poul 2
Mohammad Khalili 3
Arash Rakhshani 4
1 Professor, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
2 PhD graduate, Department of Processing of Fishery Products, Faculty of Fisheries and Environment, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran
3 Bachelor graduate, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
4 phd student, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
چکیده English

The present study was conducted in order to investigate the behavior of shrimp buyers and evaluate their preferences with a statistical population of 600 people in Tehran's Besat market. In this research, shrimp buyers were asked three categories of questions. The questions of the first category were related to demographic characteristics and the questions of the second category were related to the amount and reasons for purchasing shrimp, as well as evaluating the preferences of buyers in indicators such as size, types of supply models, and species of shrimp (Friedman test). The third group of questions were prepared based on the Likert five-option scale and in order to investigate the factors affecting the attitude of the statistical community to the purchase of shrimp by using conceptual model design and structural equation modeling method (Lisrel software). The results of this research showed that buyers who purchase 3 or 4 times a year and selected each time 1 to 1.5 kg of shrimp, had the highest frequency (54.33 and 56.34%, respectively). 64.56 percent of the buyers cited the nutritional value and good taste (together) as the main reason for buying and consuming shrimp. In the study of buyer’s preferences, it was found that large size shrimp (26 to 35 pieces per kilogram), bulk shrimp (compared to packaged and combined shrimp), marine shrimps (compared to cultured and combined shrimp) and the size of 500 to 750 grams of shrimp package have more fans. The results of the implementation of the research conceptual model showed that all hypotheses were confirmed; in such a way that variables of size, types of supply and shrimp species were significantly effective on buyer’s attitudes with effect coefficients of 0.19, 0.33 and 0.47, respectively…

کلیدواژه‌ها English

Shrimp
Buyers behavior
Besat market
Supply model
Attitude
[1] Reyhani Poul, S., Alishahi, A., Adeli, A., Nargesian, A., and Ojaq, M. Study of behavior, priorities and barriers of shrimp consumers in Iran. Iranian Scientific Fisheries Journal, 2019; 28(6), 35-47 [In Persian].
[2] Reyhani Poul, S., Alishahi, A., Adeli, A., Nargesian, A., and Ojaq, M. Study and assessment of the behavior of shrimp consumers in Iran based on the theory of planned behavior. Journal of Food Science and Technology, 2019; 90(16), 65-77 [In Persian].
[3] Reyhani Poul, S., Alishahi, A., Adeli, A. A comprehensive study of effective factors on increasing of shrimp per capita consumption in Tehran city based on attitude items and decision to buy. Journal of Food Science and Technology, 2019; 93(16), 121-134 [In Persian].
[4] Reyhani Poul, S., Alishahi, A., and Adeli, A. Comparison of the conceptual model of shrimp purchasing behavior in two different income levels of households in Tehran, Journal of Fisheries, 2020; 73(4), 529-540 [In Persian].
[5] Reyhani Poul, S. Factors affecting consumers and buyers’ attitude toward fish and fishery products packaging in Tehran city. Iranian Journal of Fisheries Sciences, 2021; 20(6), 1727-1739.
[6] Reyhani Poul, S., Adeli, A., and Alishahi, A. Shrimp purchase quantities in the market and the relationship between consumption amount and some of demographic characteristics. Journal of Fisheries Sciencens and Tecnology, 2021; 10(1), 21-30 [In Persian].
[7] Reyhani Poul, S. Analysis of conceptual model of fish buyer’s behavior (Case study: west of Mazandaran Province). Iranian Scientific Fisheries Journal, 2021; 30 (3), 149-163 [In Persian].
[8] Ziaee, S., Samare Hashemi, Kh., and Samare Hashemi S.A. Investigation of factors affecting fresh fish consumption in Iran. Iranian Scientific Fisheries Journal. 2017; 26(3), 119-129 [In Persian].
[9] Moslemi, M., Rahimi, M., Abedi, R., and Hosseini, V. Investigating on the marketing of fishery products by prioritizing factors affecting fish consumers: A case study in Babolsar. Journal of Aquaculture Sciences, 2019; 7(11), 89-95 [In Persian].
[10] Alidoosti, Kh., Adeli, A., Kordjazi, M., and Vahedi, M. Purchase behavior of fish consumers of besat fish market in Tehran. Journal of Fisheries Science and Technology, 2020; 9(2), 66-78 [In Persian].
[11] Yeganeh, S., Reyhani Poul., and Ghojoghi, F. Comprehensive identification of priorities and behavior analysis of packaged fish buyers in Tehran city using structural equation modeling method. Journal of Food Science and Technology (Iran), 2024; 147(21), 1-15 [In Persian].
[12] Hosseini, M., and Adeli, A. Prioritizing the effective factors on the behavior of fish consumers (case study: Sari city). Fisheries Sciences and Tecnology, 2017; 5(4), 99-110 [In Persian].
[13] Thong, N. T., and Olsen, S. O. Attitude toward and consumption of fish in Vietnam. Journal of Food Products Marketing, 2012; 18(2), 79-95.
[14] Ghifarini, A. F., Sumarwan, U., and Najib, M. Application of theory of planned behavior in shrimp consumer behavior analysis. Independent Journal of Management & Production, 2018; 9(3), 984-1001.
[15] Ahmed, A. F., Mohamed, Z., and Ismail, M. M. Determinants of fresh fish purchasing behavior among Malaysian consumers. Current Research Journal of Social Sciences, 2011; 3(2), 126-131.
[16] Kessuvan, A., Parthanadee, P., and Buddhakulsomsiri, J. The study of consumption behaviors and factors affecting decision to purchase fishery products of consumers in the North and Northeast of Thailand. International Food Research Journal, 2015; 22(6), 116-129.
[17] Sayin, C., Emre, Y., Mencet, M. N., Karaman, S., and Tascioglu, Y. Analysis of factors affecting fish purchasing decisions of the household: Antalya district case. Journal of Animal and Veterinary Advances, 2010; 9(12), 1689-1695.
[18] Wirth, F. F. Consumers’ shrimp purchasing preferences: an application of conjoint analysis. Journal of Food Products Marketing, 2014; 20(2), 182-195.
[19] Hammond, D., Daniel, S., and White, C. M. The effect of cigarette branding and plain packaging on female youth in the United Kingdom. Journal of Adolescent Health, 2013; 52(2), 151-157.
[20] Singh, S. P., Singh, J., Grewal, G., and Chonhenchob, V. Analyzing color on printed packaging to valuate brand logo integrity and impact on marketing. Universal Journal of Marketing and Business Research, 2000; 1(3), 79 -88.
[21] Rundh, B. 2005. The multi-faceted dimension of packaging: marketing logistic or marketing tool?. British food journal, 107(9): 670-684.
[22] Mehrani, K., Hosseingholipour, T., and Seyedjavadin, R. Investigating the effect of packaging of domestically produced food products on consumer behavior. Master's thesis, Tehran University, Tehran. 2010 [In Persian].
[23] Ares, G., and Deliza, R. Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Quality and Preference, 2010; 21(8), 930-937.
[24] Smailpour, H., Qaffari, P., and Matinrad, A. The role of packaging on purchasing decisions. Industry and Entrepreneurship Journal, 2010; 51(1), 53-56 [In Persian].
[25] Darai, sh., Fekrandish, H., and Marmazi, S. Investigating the awareness and behavior of Bushehri citizens regarding the consumption of farmed and wild shrimp. Master's thesis. Kherad Higher Education Institute, Bushehr. 2014. [In Persian].
[26] Davis, R. P., Davis, D. A., and Boyd, C. E. A preliminary survey of antibiotic residues in frozen shrimp from retail stores in the United States. Current Research in Food Science, 2021; 4 (6), 679-683.
[27] Alhosseini, M., Baqeri, H., Dehqani, A., and Radfar S. The effect of consumer perception on his attitude towards organic food in Yazd. Journal of Management of Organizational Culture, 2018; 16(1), 195-217 [In Persian].
[28] Tarkiainen, A., and Sundqvist, S. Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 2005; 107(11), 808-822.
[29] Effendi, I., Ginting, P., Lubis, A. N., & Fachrudin, K. A. Analysis of consumer behavior of organic food in North Sumatra Province, Indonesia. Analysis of consumer behavior of organic food in north Sumatra province, Indonesia. Journal of Business and Management, 2015; 4(1), 44-58
[30] Najaf aabadi, F., and Alhosseini, M. Checking the intention to consume organic food products using the theory of planned behavior. Journal of Business Strategies, 2017; 24(10), 35-46 [In Persian].
مجله علوم و صنایع غذایی ایران
دوره 22، شماره 159 - شماره پیاپی 159
اردیبهشت 1404
صفحه 207-220