Investigating the Effective Factors in Packing Products Influencing the Consumer Purchasing Behavior and the Role of Consumer’s Mental Structure Influencing on These Factors (Case Study: Diary Industry)

Historically the main task of packing has been protecting goods, but today the task is extended and packing protects all values and is the main actor introducing brands, because a good packing that introduces the product and its own producer company is able to influence on customer mind using colors and shapes (direct connection) and provides guidance for customer to better and easier use of product (indirect connection) and communicates with the consumer and motivates him to buy the product. The Current study carried out with the aim of searching effective elements in packing influencing consumer purchasing behavior and also investigating the consumer's mental structure of the product affecting on these factors. Therefore, the current study in terms of purpose, application, method of data collection, description, identification of effective factors in scroll packing and in the area of investigating the consumer's mental structure effect, is a correlation type. The statistical society in this study includes all of the consumers of dairy productions who purchase these products from Shahrvand stores in Tehran city. The sampling in this study has been random based on the Cochran formula that accordingly the sample size is 196 people. The resulting data from questionnaires were analyzed using one-sample and correlation statistical tests. The test results indicate packing size importance, the information provided on package and the product brand as the effective factors in packing from the point view of consumer, while the factor of packing material has been trivial. Also according to the results obtained the consumer's mental structure of the product influences on package size, the information on the package and the product brand as the effective factors affecting consumer purchasing behavior.