Investigating the Effect of Packaging of Agricultural Products on the Consumer's Purchase Intention

In today's competitive world with different types of products, the success of any product in sales requires that the packaging and appearance of the product can establish an effective relationship with buyers and provide the customer's attention. Considering the role and importance of packaging in consumer buying behavior, the purpose of this study is to investigate the effect of packaging dimensions of agricultural products (packaging design, font type, packaging color, packaging materials and printed information) on consumer purchasing intent. The type of research is applied in terms of purpose and descriptive-correlational in terms of the nature of the method. The statistical population of the study includes consumers of packaged agricultural products (food). According to Morgan and Krejcie table, 384 people as a sample size by simple random sampling method (available) who referred to two convenience stores in Ardabil (food purchase). They were elected. Data collection tool is two standard questionnaires (Belo and Lachan (2012) that validity has been confirmed using face validity and its reliability has been confirmed using Cronbach's alpha. Data analysis has been performed using Spss21and PLS software. He said that color packaging, design, font type, quality of packaging materials and printed information have a significant effect on consumer intention to buy, and among the dimensions of packaging of agricultural products, color and packaging design have the greatest impact on consumer intention.