طراحی فرایند افزایش فروش و سهم بازار شرکت های لبنی بر مبنای الگوی بازاریابی حسی | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 16، دوره 13، شماره 26، بهمن 1400، صفحه 433-454 اصل مقاله (778.62 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/bar.2022.14144.3565 | ||
| نویسندگان | ||
| زهرا ولی پوری1؛ سیدمهدی جلالی* 2؛ بیتا تبریزیان3 | ||
| 1دانشجوی دکتری، گروه مدیریت بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران | ||
| 2استادیار گروه مدیریت، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران | ||
| 3استادیار گروه مدیریت و حسابداری، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران | ||
| چکیده | ||
| هدف پژوهش طراحی فرایند افزایش فروش و سهم بازار شرکتهای لبنی بر مبنای الگوی بازاریابی حسی میباشد. روش تحقیق مورد استفاده در این پژوهش از نوع کیفی میباشد. برای گردآوری و تجزیهوتحلیل دادهها از روش نظریه دادهبنیاد (گراندد تئوری) استفاده شد. در رویکرد دادهبنیاد در این پژوهش از روش کدگذاری باز، محوری و انتخابی استفاده شد. تجزیهوتحلیل اطلاعات بر اساس دادههای بهدست آمده از مطالعات میدانی و کتابخانهای انجام گردید. ابتدا اطلاعات و دادهها به‌صورت کدهای باز از طریق مصاحبههای تخصصی با خبرگان دانشگاه و صنعت جمعآوری گردید، سپس از طریق برقراری ارتباط بین مقولات خُرد و کلان، دادههای تحقیق طبقهبندی، کدگذاری و پالایش شد و در نهایت اعتبار سنجی و ویرایش نهایی صورت گرفت. الگوی نهایی پژوهش از شش مقوله اصلی شرایط مداخلهگر (نوع تعامل شرکت و مشتری، آگاهی برند، تبلیغات دهانبهدهان)، شرایط زمینهای (عوامل اقتصادی و اجتماعی-فرهنگی)، شرایط علی (عوامل سازمانی، مشتری و محیط رقابتی)، پدیده محوری (بازاریابی چشایی، بویایی، بصری، شنوایی و لامسه)، راهبردها (رضایت و تجربه برند و ارزش درک شده فردی( و پیامدها (پیامد مالی، رقابتی و برندینگ) تشکیل و مقولات خرد و شاخصهای مرتبط در صنعت لبنی نیز در الگو مشخص شد. | ||
| کلیدواژه‌ها | ||
| افزایش فروش؛ بازاریابی؛ بازاریابی مبتنی بر حواس؛ سهم بازار | ||
| عنوان مقاله [English] | ||
| Designing the process of increasing the sales and market share of dairy companies based on the sensory marketing model | ||
| نویسندگان [English] | ||
| Zahra Valipouri1؛ Sayyed Mehdi Jalali2؛ Bita Tabrizian3 | ||
| 1PhD student, Department of Business Management, Azad University, Roudehen, Tehran, Iran | ||
| 2Assistant Professor, Department of Business Management, Azad University, Firoozkooh, Iran | ||
| 3Assistant Professor, Department of Business Management, Azad University, Roudehen, Iran | ||
| چکیده [English] | ||
| Introduction: The purpose of this research is to design a process for increasing the sales and market share of dairy companies based on the sensory marketing model. The competition in the dairy industry is high, and the industry uses different methods to strive for bigger market shares. In a globalizing world, increasingly competitive environment impels the companies to search for different marketing methods beside the traditional ones. Sensory marketing which is one of the comprising methods is a technique that aims to seduce the consumer by using his senses and influencing his feelings and behavior. In sensory marketing, with various stimuli that are sent to the five senses, consumer's emotional and behavioral orientations are studied to be affected. Sensory marketing is a useful because it gives companies a real opportunity to maximize product profitability . In today’s research, sensory stimuli, or sensory inputs, are addressed in connection with a place, a brand, or an environment where a service is offered and how it looks, sounds, smells, feels, and tastes influences consumers. It may relate to the impact on both consumers’ product evaluation and choice of a product or as consumers’ affections, cognitions, and actual behaviors regarding, for example, how much time is spent in a store or how much money is spent on the purchase of a certain brand. The starting point in this research is to first understand how businesses, using the five senses, develop sensory experiences for consumers based on various sensory strategies and sensory stimuli. The role of sensory experiences in judgment and decision making has raised a surge of interest in marketing as well as psychology. In marketing, scattered research on the role of the senses in consumer behavior has been brought together under the rubric of sensory marketing, that is, “marketing that engages the consumers' senses and affects their perception, judgment, and behavior”. Over the past few years, research in sensory marketing has expanded and spread on a global scale in a most significant way. From previously unknown topics at large annual scientific marketing conferences, such as the European Marketing Academy (EMAC), the Academy of Marketing Science, and the American Marketing Association (AMA), sensory marketing has come to be recognized as an independent, scientific research area, compared with areas such as advertising, relationship marketing, or branding. Many researchers believe that sensory marketing will become more significant in the future and will establish itself as an important area for both academics and practitioners. Methodology: This study is developmental in terms of purpose. It is conducted through the Grounded Theory. The research is a case study, and the statistical population includes two groups of experts, academics and industry experts. The sampling is done by the snowball method. The data collection tool is interviews. By the use of a qualitative approach based on the Grounded Theory, the factors affecting sensory marketing are identified, and an appropriate model is designed. Results and Discussion: The final model of the research was formed with six main categories including intervening conditions (i.e., type of company-customer interaction, brand awareness, word-of-mouth advertising), contextual conditions (economic and social-cultural factors), causal conditions (organizational factors, customer and competitive environment), pivotal phenomenon (taste, olfactory, visual, auditory and tactile marketing), strategies (brand satisfaction and experience and perceived individual value) and outcomes (financial, competitive and branding outcomes). There were also micro-categories and indicators to consider in the dairy industry. Conclusion: In order to see the responses of consumers to sensory marketing practices, according to the research conducted on the dairy industry, it is observed that organizational, customer, and competitive factors affect sensory marketing. The implications of sensory marketing include financial, competitive and branding implications. Sensory marketing is regarded as a new way of making an organizational profit. More and more manufacturers in the dairy products apply scent, sound, texture, vision and taste as stimuli to build stronger emotional connections with the customer and drive preference to their brand. The results showed the powerful and tremendous effect of the concept of sensory marketing which is inevitable for the success of a firm in this highly competitive market. This study provides practical and theoretical implications in the dairy industry, which can help marketers in the industry to excel. The contributions of this study include not only bridging the aforementioned gap in the literature but also offering significant managerial implications. | ||
| کلیدواژه‌ها [English] | ||
| Marketing, Market share, Sales increase, Sensory marketing | ||
| مراجع | ||
|
Abedini, A. (2018). Sensory Marketing and Its Strategies in Top Companies in the World. National Conference on Management and E-Business with Resistance Economics Approach. Ferdowsi Institute of Higher Education.
Acevedo, C. & Fairbanks, V. (2017). The effects of sensory marketing on shopping experience and on consumer decision making. European Journal of Business and Social Sciences, 5(12), 57- 69.
Ching-Shu, S. U. (2011). The role of service innovation and customer experience in ethnic restaurants. The service Industries Journal,31(3), 425-440.
Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30, 289-300.
Ebrahimi, S. A., Zarei, A., & Bahrami, A. (1398). Influence of store atmosphere and ease of receiving services on re-shopping behavior mediated by consumer satisfaction in retail chain stores. Journal of Business Management Research, 11(21), 164-180.
Farhadi, Sh., Alhosseini, S. E., & Islambolchi, A. R. (2017). Sensory Marketing; A Review of Definitions, Dimensions, and Applications. International Conference on Management Patterns in the Progressive Era.
Ghafari Ashtiani, P., & Sadat Mohajerani, N. (2018). The Role of Music in Promoting Shopping. Journal of Business Management Research , 10(20), 167-154.
Girard, A., Sarstedt, M., & Marcel, L. (2019). Ambient Scent’s Effects in Sensory Service Marketing: An Abstract. Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7-157.
Goldring, T., & Schill, H. H. (2013). Don’t address their brains. Address their hearts.
Hamidizadeh, M. R., Haji Karimi, AS. A., Babaei Zakliki, M. Sc., & A., Jalali, S. M. (2011). Evaluation Model of Consumer Attitudes toward Brand Expansion. Journal of Business Management, 4(37), 25-9.
Heshmati, A., Saidnia, H. R., & Badiezadeh, A. (2019). Designing a Customer Experience Management Model for Banking Services. Journal of Business Management Research, 11(21), 247-268.
Hong, I.B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions inB۲C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31, 469-479.
Hosseini, S. S., & Erfanian, Z. (2008). Factors Affecting the Demand for Milk and Dairy Products with Emphasis on Advertising (Case Study of Iranian Dairy Industry Products Organization). Journal of Economic Research in Iranian Agricultural Development, 1(39), 1-9.
Hulten, B., Broweus, N., & Dijk, M. V. (2009). Sensory Marketing. publisher: palgrnve Macmillan, 9, 25-33.
Ifeanyichukwu, C. D., & Abude, P. (2018). The Role of Sensory Marketing in Achieving Customer Patronage in Fast Food Restaurants in Awka. International Research Journal of Management, IT & Social Sciences Available online at https://ijcujournals.us. 5(2), 155-163.
Imam Verdi, S., & Mansouri Takantape, P. (2019). The Relationship between Multi-sensory Marketing and Tourism Destination Branding (Case Study: Takab City). Third International Accounting Conference. Business Innovation and Management.
Krishna, A., Cian, L., & Sokolov, T. (2016). The Power of Sensory Marketing in Advertising. http://dx.doi.org/10.1016/ j.copsyc. 2016.01.007.
Krishna, A., Elder, R. S., & Caldra, C. (2010). Feminine to Smell but Masculine to touch? Multisensory Congruence and its effect on the aesthetic experience. Journal of consumer psychology, 20, 410-418.
Krishna, A., & Schwarz, N. (2014). Experiential marketing, embodiment and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159-168.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351.
Krishna, A., Spike, W. S., Lee, X. l., & Norbert, S. (2017). Embodied Cognition, Sensory Marketing, and the Conceptualization of Consumers’Judgment and Decision Processes: Introduction to the Issue. Journal of the Association for Consumer Research, 2(4) , 377-381.
Petit, O., Velasco, C., & Spence. C. H. (2019). Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience. Journal of Interactive Marketing, 45, 42–61.
Randhir, R., Latasha, K., Tooraiven, P., & Monishan, B. (2016). Analyzing the Impact of Sensory Marketing on Consumers: A Case Study of KFC. Journal of US-China Public Administration, 13(4), 278-292.
Ricardo, M. (2019). Acercamiento teórico al marketing sensorial: sentidos, experiencias de marcas y modelos. Ao 4/ N؛.3/Quito (Ecuador) / Mayo - Junio 2019 / ISSN 2588-0705, 4-16.
Sayyadfar, M., Tojjari, F., Zaree, A., & Esmaeili, M. R. (2018). The Causal Relationship of Sensory Marketing with Sensory Experience Satisfaction and Loyalty in Sport Consumers. Physiology and Management Research in Sport, 11(1), 156-145.
Schmitt, B. H. (1999). Experiential Marketing. Journal of Marketing Management, 15, 53-67.
Shabeg, M., & Mirzaei Maritime, Sh. (2014). Towards Sensory Marketing: Stimulating the five senses (sight, hearing, smell, touch, taste) and its effect on consumer behavior. First International Conference on Economics. Management, Accounting and Social Sciences. Rasht.
Shabgou, M., & Daryani, S. M. (2014). Towards the sensory marketing: stimulating the five senses (sight, hearing, smell, touch and taste) and its impact on consumer behavior. Indian Journal of Fundamental and Applied Life Sciences, 4, 573-581.
Sharafat, H. (2018). Brand Image and Customer Loyalty Through Sensory Marketing Strategies - A Study on International Fast Food Chain Restaurants. International Journal of Management Studies, 2(7), 32-39.
Spence, Ch., Nancy, M., Puccinelli, D. G., & Anne L. R. (2014). Store Atmospherics: A Multisensory Perspective. Psychology & Marketing, 31(7), 472–88.
Spence, Ch. (2012). Managing Sensory Expectations Concerning Products and Brands: Capitalizing on the Potential of Sound and Shape Symbolism. Journal of Consumer Psychology, 22(1), 37–54.
Strauss, A., & Corbin, J. (1998). Basics of qualitative research: techniques and procedures for developing grounded theory. Sage Publications. Thousand Oaks.
Tumardari, S., & Savadi, M. (2018). Investigating the Relationship between Sensory Marketing with the Confidence and Loyalty of Sporting Goods and Services Customers in Ahvaz City. 4th Iranian National Conference on Sport Science and Physical Education.
Wiedmann, K. P., Haase, J., & Jannick, B. (2019). Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude: An Abstract. Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568,7-3.
Zarepour, Z., Kurdnaij, A., & Shahabi, A. (2019). Investigating the Impact of Various Barriers to Customer Relocation on Their Loyalty (Case Study: Mellat Bank Customers in Tehran). Journal of Business Management Research, 11(21), 116-140. | ||
|
آمار تعداد مشاهده مقاله: 698 تعداد دریافت فایل اصل مقاله: 467 |
||