The Application of Structural Equation Modeling in Investigating Factors which affect the Purchase of Packaged Red Meat Products

In today's competitive world, customers are the main focus of manufacturers' attention, and their satisfaction is the main factor in creating competitive advantages for manufacturers. Therefore, manufactured products must be in accordance with the expected benefits of consumers. In this regard, it is necessary to know the different dimensions of the buyer's tendency. Hence, the aim of this research is to investigate and identify the factors influencing the purchase of packaged red meat from the consumer point of view in the fruit and vegetable marts of Tehran municipality. In this regard, by identifying two categories of internal (color, amount of visible fat, taste) and external factors (price, packaging shape, place of production, package size, health), the examination of these factors was done in the form of a conceptual model. To examine and analyze the data, structural equation modeling (SEM) and path analysis were used with the help of LISREL software. The results showed that there is a positive and significant relationship between internal and external factors with consumers' perceived value and perceived quality of products. Also, the ranking of internal factors indicates the importance of fat content in red meat. Among external factors, the health and hygiene of packages and the price have the highest impacts.