•  
  •  
 

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

Abstract

Emergence of new demands in consumers due to changes in consumption habits and patterns and also increased awareness of health issues among consumers can pose the need to provide new and innovative packaging. Innovation in packaging, in addition to product introduction, has been the main factor to differentiate product from competitors' offerings, and has played an important role in marketing, whilst is considered as the main selling factor. On the other hand, given the economic conditions today, quality is a crucial component in the packaging and appears to be a prerequisite for entering the labor market.

This study aimed to evaluate the impact of innovation variables on packaging quality of pharmaceutical products. The study is a cross-sectional one, and the statistical population includes directors, managers and experts working in pharmaceutical companies in capital city of Tehran. The sample size of 150 was determined on the basis of Cochran's formula. The data gathering tool was a researcher-made questionnaire analyzed using one-sample t-test. Moreover, the Friedman tests with the help of SPSS software were used to prioritize each of the variables. The results showed that the focus on customer needs, market orientation, learning capability of the organization, as well as technological capacities of the organization, managers' and employees' tendency to abandon the existing knowledge, concentration on core competencies of the organization, lack of investment on previous technologies and strategic relation of the organization with customers and suppliers have a positive impact on the quality of pharmaceutical products packaging. As it stands, focus on customer needs and concentration on core competencies of the organization are ranked as the most effective variables influencing the quality of packaging and the variable of learning capability of the organization is ranked as the least effective one.

Included in

Marketing Commons

Share

COinS