- Pazarlama ve Araştırmaları Dergisi
- Cilt: 17 Sayı: 2 Güncel Sayı
- A Qualitative Study on the Determination of Balancing Factors in the Relationship between Products, ...
A Qualitative Study on the Determination of Balancing Factors in the Relationship between Products, Consumers and Package Schema on the Basis of Balance Theory
Authors : Abdullah Alkan, İbrahim Taylan Dörtyol, Merve Nalbant
Pages : 457-494
View : 23 | Download : 28
Publication Date : 2024-05-30
Article Type : Research
Abstract :The focus of the present study centers on the mismatch between a product and its packaging. The research delves into the reasons behind consumers\' choice to purchase a product despite a disparity between the product and its packaging. Qualitative methods were employed for this investigation, with data collected through in-depth interviews. Twenty participants were interviewed, and the data from 13 participants underwent thorough analysis. The findings, interpreted through the lens of balance theory (Heider, 1946), shed light on the factors influencing consumers when faced with the decision to buy a product packaged in a manner that doesn\'t align with their expectations. The results illuminated the primary determinant in the purchase of mismatched packaging: \"advice.\" According to the perspective of balance theory, consumers experience tension when acquiring a product with incompatible packaging. To mitigate this tension, consumers employ \"balancing factors.\" These factors include, but are not limited to, \"advice,\" \"brand,\" \"curiosity,\" \"promotion,\" \"trial desire,\" \"addiction,\" \"difference,\" \"past experience,\" \"need,\" \"time pressure,\" and \"obligation.\" The study revealed that these balancing factors play a crucial role in consumers\' decisions to purchase products with incompatible packaging. The intricate interplay between these factors showcases the complexity of consumer behavior in such circumstances.Keywords : Denge Teorisi, Ürün-Ambalaj Uyumu, Duyusal Pazarlama, Pazarlama Teorisi