Content Analysis of Product Packaging Design Elements of Nuts and Dried Fruits, and Study of Its Relationship with Customers' Purchasing Decisions (Case Study: Narmak Nuts and Dried Fruits)

In today's competitive world with different types of goods, the packaging and appearance of the product can attract the customer's attention and create a special impression on buyers in order to successfully sell any product.The purpose of this study is the content analysis of the structural, graphical and informational elements of product packaging of nuts and dried fruits of Narmak brand and study its relationship with customers' purchasing decision, considering the role and importance of packaging in consumer buying behavior. The method of this study is descriptive survey research. The population of this study is 150 sales representatives of nuts and Dried Fruits of Narmak brand in eight provinces of Iran. In order to collect data, a questionnaire tool was used. The validity of the questionnaire was calculated using face validity and its reliability was calculated using Cronbach's alpha. Then, the data analysis was done using SPSS software and logistic regression. The results show that graphical elements of product packaging have a significant impact on purchasing decisions to buy Narmak brand products and structural elements of product packaging have the least effect.