بررسی اثرات تبلیغات عمومی بر تقاضای محصولات دامی (مطالعه موردی فرآورده‌های گوشتی سوسیس و کالباس در شهرستان شیراز)

امروزه با پیدایش رسانه‌های ارتباط جمعی و گسترش ابعاد آن و بزرگ‌تر شدن جوامع، به کارگیری تبلیغات به‌عنوان حربه‌ای موثر، گسترده‌تر شده است، به گونه‌ای که امروزه انسان زیر انبوهی از تبلیغات زندگی می‌کند. لذا در این پژوهش با استفاده از داده‌های مقطعی جمع‌آوری شده در سال 1397 از طریق 500 پرسشنامه در شهرستان شیراز و الگوهای تقاضا به بررسی ارتباط متغیرهای تبلیغاتی و تقاضای فرآورده‌های گوشتی سوسیس و کالباس با استفاده از نرم‌افزارهای «excel 2013» و «stata12» پرداخته شد. تجزیه و تحلیل تقاضای گوشت و انواع فرآورده‌های گوشتی سوسیس و کالباس نشان داد که در سیستم تقاضای تقریباً ایده‌آل گوشت و فرآورده‌های گوشتی سوسیس و کالباس کالایی با کشش محسوب می‌گردند. محاسبه کشش‌های قیمتی با استفاده از سیستم تقاضای تقریباً ایده‌آل و مدل ترانسلوگ نیز نشان داد که علامت کشش‌های خودقیمتی منطبق با تئوری اقتصادی است ولی در مورد مدل تقاضای رتردام این علائم طبق تئوری نیست. نتایج حاصل از آزمون انتخاب سیستم تابعی نیز حکایت از مناسب بودن مدل aids برای داده‌های فرآورده‌های گوشتی سوسیس و کالباس در شهرستان شیراز داشت. پس از انتخاب سیستم تابعی مناسب به بررسی اثر تبلیغات با استفاده از کشش تبلیغات پرداخته شد. کشش حاصل از تبلیغات در تابع تقاضای تقریباً ایده‌آل برابر با 0.29 شد. با توجه به میزان این کشش، می‌توان گفت که تبلیغات نتوانسته است میزان تقاضای کالا را افزایش دهد، از طرفی ضریب بدست آمده از تبلیغات در تخمین تابع تقاضای aids نشان داد که این ضریب منفی و معنی‌دار است (0.0003) و موافق با آن‌چه مورد انتظار بود، نمی‌باشد. بنابراین تبلیغات سوسیس و کالباس ناکارا بوده و قابلیت‌های لازم در افزایش تقاضای این محصولات را نداشته است. می‌توان گفت این امر ناشی از عدم اطلاع‌رسانی و فرهنگ‌سازی درست در مصرف این فرآورده‌های گوشتی است. بنابراین چنانچه در تولید این فرآورده‌های غذایی دقت کافی و لازم به عمل آید و سیستم‌های نظارتی و کنترل به خوبی انجام پذیرد می‌تواند نقش مهمی در تغذیه و سبد غذایی مصرف‌کنندگان داشته باشد.

Effects Of General Advertising On The Demand For Livestock Products (Case Study Of Meat Products Sausage And Kielbasa In The City Of Shiraz)

IntroductionGiven the role that meat and its products play in the provision of animal protein in nutrition and share a large share in the household food expenditure portfolio, and the desire to consume it is a matter of course in the country’s consumer culture, any research and study in this The subject matter is important due to the method, purpose and scope of it at all times due to understanding the existing realities and through this, effective and influential elements, especially advertising, are identified from the point of view of supply and demand and by understanding it to create a balance point. Optimally, it provides wellbeing and proper nutrition for the community and can be an introduction to More accurate planning and more doctrinaire be considered. As a result, according to studies, the demand for meat and its products in different provinces of Iran to implement and plan policies is of great importance. Therefore, the aim of the present study is to investigate the effects of public advertising on the demand for sausage and sausage meat products in Shiraz city.Materials and MethodeDue to the nature of the subject and the objectives, the present study is a descriptiveanalytical study, in which the information and data required in this study were collected through a questionnaire and crosssectionally from 500 Shirazi citizens. To calculate the number of samples required in the simple random sampling method, the Cochran formula (1977) was used. The area was randomly distributed among Shirazi citizens. Demand systems (translog, AIDS, Rotterdam) were used to investigate the effect of advertising on meat demand and its products. Excel 2013 and Stata12 software were also used to analyze the data.Results and discussionAmong the demand systems used in the present study, the AIDS demand system has been able to better express consumer behavior and has been used as the optimal demand system in the present study. The attraction of advertising in the demand systems was almost ideal 0.29. Given the extent of this attraction, it can be said that in estimating the AIDS demand systems, advertising has not been able to increase the demand for goods. On the other hand, the coefficient obtained from advertising in estimating the AIDS demand systems showed that this coefficient is negative and significant (0,0003) and does not agree with what was expected. In other words, investing in the promotion of sausage and sausage meat products has not had a positive effect on the demand of consumers of this product.SuggestionThe main purpose of this study was to investigate the relationship between advertising variables and demand for sausage and sausage meat products using demand systems. Pattern variables were examined using nearideal, Rotterdam, and Translog systems, and compensatory and unaddressed price and revenue strains were calculated for meat and sausage products. Calculation of price elasticities of meat and sausage products using almost ideal demand system and translog model showed that the sign of selfprice elasticity is consistent with economic theory, but in the case of the Rotterdam demand model these signs are not in theory. Analysis of meat demand and types of sausages and meat products showed that in the almost ideal demand system, sausages and meat products are considered as stretchable goods. Finally, given the fact that meat products have an income elasticity of less than one, and given the fact that meat and meat products are two substitute baskets in which there must be positive signs of crossstretching, these facts are supported by the AIDS model. They are better justified, and the Jark test and the regression standard deviation indicate that the system performed almost ideally better on meat and sausage products than on the Translog and Rotterdam models. The results of the functional system selection test also indicated the suitability of the AIDS model for the data of sausage and sausage meat products in Shiraz. After selecting the appropriate functional system, the effect of advertising on it was investigated using advertising traction. The results of the calculation of advertising elasticity showed that advertising could not increase the demand for goods, so the advertising of sausages was inefficient and did not have the necessary capabilities to increase demand for these products. It can be said that this is due to the lack of information and proper culture in the consumption of these meat products. Therefore, if sufficient and necessary care is taken in the production of these food products and monitoring and control systems are well done, it can play an important role in the nutrition and food basket of consumers. Nowadays, due to the fact that there is not enough time to cook and cook a suitable food, the need to consume ready meals is felt more and more day by day. Sausages are also among the ready meals. So the need for healthy ready meals is well felt. A sausage maker can produce this product in complete honesty and cleanliness and gain people’s lost trust in this product. Therefore, the first condition for increasing the demand for this product is to gain the lost trust of the people through the high quality production of this product in compliance with hygienic principles. Correcting advertising methods can also increase the demand for this product. By updating the advertising methods and realizing the issues that attract people’s attention, we can see appropriate and efficient advertising. Another method that can be used to increase customer demand is to reduce the price of products or even auction products. The effects of policies on meat and meat products are rapidly emerging. Therefore, it is necessary to be careful in the implementation of policies, especially the pricing of these goods, so as not to cause the transmission of food behavior in households and, consequently, malnutrition. In terms of pricing strategies, close substitutes are very important for a product because a slight change in the price of meat leads to a shift in the demand for its products and ultimately affects the retail price level of meat products. In addition, the other dimension of this issue, namely subsidies and its reduction, must be seriously considered.