شناسایی و الویت بندی مولفه های بازاریابی عصبی موثر بر تصمیم به خرید مصرف کنندگان محصولات سبز (مطالعه موردی: در فروشگاه های بزرگ تهران)
محورهای موضوعی : بورس اوراق بهاداررقیه چگینی اصلی 1 , سیدکامران نوربخش 2 * , وحیدرضا میرابی 3
1 - دانشجوی دکتری، گروه مدیریت بازاریابی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
3 - دانشیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: بازاریابی عصبی, مصرف کنندگان سبز, بازاریابی سبز,
چکیده مقاله :
درحالی‌که واژه بازاریابی عصبی برای نخستین بار در اوایل دهه 2000 معرفی شد، علوم اعصاب مصرف‌کننده در دهه 1990 ظهور یافت، زمانی که اندازه‌گیری فعالیت مغز با به‌کارگیری ابزارهای تصویربرداری تشدید مغناطیسی کاربردی قبل دست‌یافتنی شد. بازاریابی عصبی را رویکرد دقیق‌تری به رفتار انسان در مقابل تحقیقات بازار سنتی ارائه می‌دهد که با به‌کارگیری تعدادی تکنیک، در سطح بالاتری، رفتار مصرف‌کننده را بررسی و تحلیل می‌نماید. هدف این پژوهش شناسایی و اولویت‌بندی مؤلفه‌های بازاریابی عصبی مؤثر بر تصمیم به خرید مصرف‌کنندگان محصولات سبز می‌باشد. روش پژوهش اکتشافی بود. جامعه آماری شامل، کارشناسان بازاریابی فروشگاه‌های بزرگ زنجیره‌ای در سطح شهر تهران بودند. با توجه به نوع خبرگان و نحوه دسترسی، از تکنیک گلوله برفی برای یافتن نمونه مناسب که شامل 21 نفر می‌شد، استفاده شد. ابزار تحقیق شامل چک‌لیست پژوهشگر با سؤالات باز می‌شد. مؤلفه‌ها بر اساس مبانی تئوریکی تنظیم شد. برای جمع‌آوری داده‌ها از تکنیک گروه اسمی استفاده شد. برای تحلیل داده‌ها، از روش اولویت‌سنجی سلسله مراتبی با نرم‌افزار Expert choice استفاده شد. نتایج نشان داد؛ از بین مؤلفه‌های مؤثر بازاریابی عصبی که بر تصمیم به خرید مصرف‌کنندگان سبز به ترتیب درك ﺑﻬﺘﺮ ترجیحات ﻣﺸﺘﺮى، ارﺗﻘﺎى تبلیغات ﺗﺠﺎری، ﺑﻬﺒﻮد جذابیت ﻣﺤﺼﻮﻻت، ﮔﺴﺘﺮش ﻧﺎم ﺗﺠﺎرى، تأثیرات تبلیغات. ﻓﺮوش، نگرش‌های زیست‌محیطی، داﻧﺶ زیست‌محیطی، ﻧﮕﺮش ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﺼﻮﻻت، ﺿـﺮورت درك ﺷـﺪه ﻣﺤﺼـﻮل اولویت اول تا آخر را دارا شده‌اند. به عبارتی عوامل مرتبط با مشتری، عوامل مرتبط با تبلیغ و ترجیح و عوامل مرتبط با درک و نگرش و دانش بسیار مهم بوده و باید با ارائه راهکارهای عملی برنامه‌های بازاریابی مناسب را تدوین نمود.
While the term neuromarketing was first introduced in the early 2000s, consumer neuroscience emerged in the 1990s, when measuring brain activity using functional magnetic resonance imaging tools became available. Neuromarketing offers a more precise approach to human behavior compared to traditional market research, which uses a number of techniques to examine and analyze consumer behavior at a higher level. The aim of this study was to identify and prioritize the neuromarketing components that affect consumers' decision to purchase green products. The research method was exploratory. The statistical population consisted of marketing experts from large chain stores in Tehran. Considering the type of experts and the method of access, the snowball technique was used to find a suitable sample, which included 21 people. The research tool included a researcher's checklist with open-ended questions. The components were arranged based on theoretical foundations. The nominal group technique was used to collect data. The hierarchical prioritization method with Expert Choice software was used to analyze the data. The results showed that among the effective components of neuromarketing that affect the decision to buy green consumers, in order, better understanding of customer preferences, promotion of commercial advertising, improvement of product attractiveness, expansion of brand name, advertising effects. Sales, environmental attitudes, environmental knowledge, attitude towards products, perceived necessity of the product have the first priority to the last. In other words, customer-related factors, factors related to advertising and preference, and factors related to understanding, attitude and knowledge are very important and should be developed by providing practical solutions to develop appropriate marketing programs.
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