The effect of packaging and brand origin on agricultural product preference using an empirical research

The importance of packaging and brand origin (place of production) on the sale of agricultural products is increasing ever day. Despite of the importance of this issue, because of the failure of many Iranian producers to package agricultural products and the lack of attention to the origin of the brands, especially in province-made agricultural products, these groups of producers have not been able to take the lead in local and even provincial and state markets. Due to this fact, the experimental study conducted to evaluate the effect of packaging and origin of agricultural products among Estahbanian consumers of agricultural products. This research fell into the field of experimental researches - Salomon four-group design- And investigated the effect of packaging and brand origin of five products of estahban city including (strawberries, eggplant, yellow Plum, tomatoes and Cubanelle Pepper) on consumer behavior. Findings indicate that the products of Estahban city especially strawberry and Cubanelle pepper in an appropriate package have higher sales compared to non-packaged ones. Other findings about the brand origin of strawberries, Cubanelle peppers and particularly eggplants showed that these branded products using "estahban label" are more preferred than others.