M.A. Thesis:

Investigating the effect of Packaging and word of mouth advertising on customers purchase Intention with the role of Sahar khiz Saffron Consumer Perception in Tehran

Considering the customer as the most important and most valuable asset of the company is indisputable. Therefore, the purpose of this research was to Investigating the effect of Packaging and word of mouth advertising on customers purchase Intention With the role of mediating consumer perceptions of Saharkhiz saffron products in Tehran. The method of this research is applied and descriptive-survey method and structural equation modeling is used. The data were collected from consumers of Saharkhiz saffron products in Tehran using a questionnaire whose validity and reliability were confirmed by available non-random sampling method. Finally, 384 questionnaires were analyzed using LaserLearn software. The findings of this research have shown that packaging, word of mouth advertising, and consumer perceptions have a positive and significant effect on customers purchase Intention. packaging and word of mouth advertising have a positive and significant effect on consumer perceptions of products.The findings of this Finally, the the effect of Packaging and word of mouth advertising on customers purchase Intention With the role of umediating consumer perceptions of Saharkhiz saffron products in Tehran was confirmed.

Keywords: : Packaging, word of mouth advertising, consumer perceptions, customers purchase Intention