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ترابی, فاطمه, رحیمی نیک, اعظم, ودادی, احمد, اسماعیل پور, حسن. (1398). تبیین الگوی خرید محصولات کاربردی فروشگاه‌های همواره تخفیف. کاوش‌نامه زبان و ادبیات فارسی, 11(22), 197-229. doi: 10.22034/jbar.2020.1579
فاطمه ترابی; اعظم رحیمی نیک; احمد ودادی; حسن اسماعیل پور. "تبیین الگوی خرید محصولات کاربردی فروشگاه‌های همواره تخفیف". کاوش‌نامه زبان و ادبیات فارسی, 11, 22, 1398, 197-229. doi: 10.22034/jbar.2020.1579
ترابی, فاطمه, رحیمی نیک, اعظم, ودادی, احمد, اسماعیل پور, حسن. (1398). 'تبیین الگوی خرید محصولات کاربردی فروشگاه‌های همواره تخفیف', کاوش‌نامه زبان و ادبیات فارسی, 11(22), pp. 197-229. doi: 10.22034/jbar.2020.1579
ترابی, فاطمه, رحیمی نیک, اعظم, ودادی, احمد, اسماعیل پور, حسن. تبیین الگوی خرید محصولات کاربردی فروشگاه‌های همواره تخفیف. کاوش‌نامه زبان و ادبیات فارسی, 1398; 11(22): 197-229. doi: 10.22034/jbar.2020.1579

تبیین الگوی خرید محصولات کاربردی فروشگاه‌های همواره تخفیف

کاوش‌های مدیریت بازرگانی
مقاله 9، دوره 11، شماره 22، اسفند 1398، صفحه 197-229    اصل مقاله (691.15 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22034/jbar.2020.1579
نویسندگان
فاطمه ترابی* 1؛ اعظم رحیمی نیک2؛ احمد ودادی3؛ حسن اسماعیل پور2
1دکتری، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
2استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
3دانشیار، گروه مدیریت دولتی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
شناخت اندکی درباره رفتار مصرف ک­ننده بخصوص رفتار انتخاب مصرف کننده در برابر خرید و مصرف محصولات کاربردی در کشورهای در حال توسعه وجود دارد. هدف پژوهش حاضر ارایه مدل نوین و بومی جهت شناسایی عوامل موثر بر رفتار خرید مصرف کننده از محصولات کاربردی )مورد مطالعه: فروشگاههای زنجیره‌ای همواره تخفیف در ایران( می باشد تا درک بهتری از چگونگی انتخاب استراتژی بازاریابی به دست آید. به این ترتیب در بخش کیفی،  داده‌ها از طریق مصاحبه عمیق گردآوری و از استراتژی نظریة داده بنیاد مشتمل بر کدگذاری باز، محوری و انتخابی و نیز الگوی مبنایی این نظریه به منظور دستیابی به مدل مستخرج از پژوهش استفاده شده است. همچنین در بخش کمی، داده­ها از طریق پرسشنامه گردآوری و روش توصیفی پیمایشی با استفاده از مدلسازی معادلات ساختاری برای تحلیل و تبیین مدل پیشنهادی به کارگرفته شد. نتایج کیفی پژوهش در قالب مدل تأیید شده و برازش یافته شامل هفت مقوله اصلی (انگیزش­های کاربردی، انگیزش­های لذت بخش، ویژگی‌های فروشگاه، ویژگی‌های فردی، استراتژی‌های عملیاتی بازاریابی، ارتباطات و وفاداری مشتری) و 22 بعد فرعی است. نتایج در بخش کمی نشان داد که انگیزش­های کاربردی و لذت­بخش، ویژگی‌های فروشگاه، استراتژی‌ها و ارتباطات تاثیر مثبتی بر قصد خرید مصرف­کننده دارند اما جنسیت و سن تاثیر معناداری ندارند.
کلیدواژه‌ها
استراتژی‌های بازاریابی؛ رفتار خرید مصرف­کننده؛ فروشگاه‌های زنجیره‌ای همواره تخفیف؛ کالاهای کاربردی؛ نظریه داده بنیاد
عنوان مقاله [English]
Explaining the purchase pattern of utilitarian products: A case study of discount chain stores
نویسندگان [English]
Fatemeh Torabi1؛ Azam Rahimi Nik2؛ Ahmad Vedadi3؛ Hasan Emailpour2
1Ph.D in Business Management, Department of Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran
2Assistant Prof., Department of Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran
3Associate Professor, Department of Management, Tehran Central Branch; Islamic Azad University, Tehran, Iran
چکیده [English]
Little is known about consumers' behavior especially when purchasing and consuming utilitarian products in developing countries. Hence, the aim of the present work is to introduce a modern and native model of consumer behavior in the selection of utilitarian products with a focus on discount chain stores. The model helps to understand and select practical marketing strategy. The data were gathered from semi-structured interviews and a review of the literature in the qualitative section of the research. A grounded theory including open coding, axial coding and selective coding was used to analyze the data. In the quantitative section of the research, the data were gathered through a questionnaire. Modeling of structural equations was also done to analyze the model. For the proposed model of consumer purchasing behavior, we found 22 factors in seven main categories including utilitarian motivations, hedonic motivations, store attributes, individual factors, functional marketing strategies, promotion and customer loyalty. The quantitative results showed that buying motivations, store attributes and marketing strategies have positive impacts on purchase intention, but gender and age have no positive impact in this regard.
کلیدواژه‌ها [English]
Consumer purchase behavior, Discount chain stores, Grounded theory, Marketing strategies, Utilitarian products
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