عوامل موثر بر خرید فرآورده‌های بسته‌بندی‌شده دریایی در بین جوانان گرگانی

نوع مقاله : مقاله کامل علمی - پژوهشی

نویسندگان

1 دانشیار گروه فرآوری محصولات شیلاتی، دانشکده شیلات و محیط زیست، دانشگاه علوم کشاورزی و منابع طبیعی گرگان، گرگان، ایران

2 دانش‌آموخته کارشناسی‌ارشد گروه فرآوری محصولات شیلاتی، دانشکده شیلات و محیط زیست، دانشگاه علوم کشاورزی و منابع طبیعی گرگان، گرگان، ایران

3 معاون آمار و اطلاعات، سازمان مدیریت و برنامه‌ریزی استان گلستان، گرگان، ایران

چکیده

با توجه به اهمیت و سهم قابل توجه جمعیت جوانان کشور و ضرورت استفاده آنان از محصولات شیلاتی به منظور سلامتی و جایگزینی با غذاهای سریع آماده شونده (فست فود)، عوامل موثر بر خرید فرآورده‌های شیلاتی آنان انجام شد. تحقیق به روش تصادفی مستقل در بین 314 جوان گروه سنی 15 الی 29 سال شهر گرگان از طریق طراحی و توزیع پرسشنامه انجام شد. از فراوانی برای توصیف خصوصیات جمعیت‌شناختی و از آزمون آنوای یک طرفه برای بررسی معنی‌داری اختلاف‌ها و سپس از آزمون دانکن برای مقایسه میانگین‌های سئوالاتی که بر اساس مقیاس لیکرت تنظیم شده بودند استفاده شد. چهار عامل موثر بو، مزه، وزن و رنگ در انتخاب 6 فرآورده شیلاتی شامل ماهی شکم خالی، فیله ماهی، فیله ماهی سوخاری، ناگت ماهی، میگوی منجمد و میگوی سوخاری بررسی شدند. نتایج نشان داد جوانان فیله ماهی سوخاری و میگوی سوخاری را بیشتر از سایر محصولات می-پسندند و در بین فاکتورهای بررسی شده مزه در اولویت اول قرار داشت. بنابراین می‌توان سیاست‌های بازاریابی متناسب با علایق جوانان را به منظور سلامتی و افزایش مصرف ماهی بر اساس نتایج تحقیق حاضر تدوین نمود.

کلیدواژه‌ها

عنوان مقاله [English]

Factors affecting the purchase of Processed and Packaged Seafood among Gorgan' Youth

نویسندگان [English]

  • Afshin Adeli 1
  • Masoome Hassannejad 2
  • Mahdi Saadatfar 3
1 Associated Prof., Dept. of Seafood Processing, Faculty of Fisheries and Environmental Sciences, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran,
2 M.Sc. Graduate, Dept. of Seafood Processing, Faculty of Fisheries and Environmental Sciences, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran,
3 Deputy of Statistics and Information, Management and Planning Organization of Golestan Previence, Gorgan, Iran
چکیده [English]

Due to the importance and significant contribution of the population of the country’s youth and the necessity of their use of their products in order to health and replace them with urgent food, effective factors on purchase of their seafood processing were made.The research conducted with independent random method on 314 young people aged 15-29 in Gorgan through questionnaire design and distribution. In order to frequency the demographic characteristics and one-way Anova to examine the significance of differences, then the Duncan test was used to compare the number of questions adjusted based on a Likert scale. Four factors including odor, taste, weight and color were studied in the selection of fish processing including eviscerated fish, fish fillets, fried fish fillets, fish nuggets, frozen shrimp and fried shrimp. The results showed that young people chose fried fish fillets and fried shrimp more than other products, and among the tested look the first priority. Therefore, marketing policies can be tailored to the interests of young people in order to improve health and increase fish consumption based on the results of the present research.

کلیدواژه‌ها [English]

  • Young
  • Fishery products
  • Consumer preferences
  • Packaged Fish
  • Gorgan

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مجله بهره برداری و پرورش آبزیان
دوره 10، شماره 1
فروردین 1400
صفحه 71-80

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