تأثير عناصر التعبئة و التغليف في السلوك الشرائي للمستهلك النهائي : دراسة عينة من مستهلكي عصير الفواكه بولاية بومرداس

Abstract EN

This article aims to identify the effect of packaging elements of fruit juice product on the final consumer purchasing behavior, in case he has multiple and varied options, and whether the influence varies by demographic characteristics.

To collect the necessary data, a questionnaire was designed and distributed to a sample of (200) individuals in Boumerdes, (SPSS) and )Stat-Box( Statistical software were used in data processing, and the descriptive analysis and factorial correspondence analysis (FCA) and )proportions test( were used in results analysis and testing hypotheses.

The study concluded that there is a significant effect of the cover image and the information on the cover and the packaging design, whereas both the font and the packaging material had less effect, and it was found that females, students and the two age groups from (15) to (29) years are the most affected by these elements.

It has also been shown that Rouiba's packages are the most affected compared to the packages and covers of other trademarks