Providing a model of consumer behavior in creating brand attachment with an emphasis on the packaging component: a qualitative study in food industry companies

Subject Areas : Behavioral Studies in Management

maziar ghasemzadeh sangroudi ¹ , karim hamdi ² , shadan vahabzadeh munshi ³

1 - PhD student, Department of Business Management , Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 - Professor, Department of Business Management , Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Business Management , North Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2023-12-19 Accepted : 2024-01-10 Published : 2024-03-20

Keywords: Brand Attachment, Packaging, Consumer behavior, Food Industry Companies,

Abstract :

This study aims to provide a model of consumer behavior in creating brand attachment with an emphasis on the packaging component: a qualitative study in food industry companies. In terms of the purpose, the present research is of the type of applied-developmental research and in terms of the data collection method, it is a qualitative research method. In order to select the statistical population in the qualitative part of the research, and to create the components of the final model, the researcher is trying to interview experts and managers and senior experts in the field of food industry companies with 12 experts, the sample size is based on reaching theoretical saturation with 12 The interview was scheduled. The main tool of data collection in the field section includes semi-structured interviews. Qualitative content analysis method and Max.QDA software were used for data analysis. Based on the results of qualitative analysis, three comprehensive categories including packaging, brand attachment and consumer behavior were identified as the main components. Packaging including communication factors, logistic factors, economic factors, environmental factors and social responsibility were identified. In relation to brand attachment, brand loyalty, brand awareness, perceived quality and brand associations were identified.

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