بررسی تطبیقی تأثیر برجستگی برند بر تصمیم‌گیری به خرید در لوازم خانگی ایرانی و خارجی با رویکرد داده بنیاد
محورهای موضوعی : مدیریت بازاریابینیوشا ده بینی 1 , محمد حقیقی 2 , عبدالخالق غلامی چنارستان علیا 3
1 - دانشجوی دکتری مدیریت بازرگانی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران
2 - دانشیار، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران
3 - استادیار، گروه مدیریت دولتی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران
کلید واژه: تصمیم‌گیری به خرید, برجستگی برند, لوازم خانگی,
چکیده مقاله :
تحلیل رفتار مصرف‌کنندگان، شرایط بازار و افزایش سود شرکت‌ها در سال‌های اخیر مورد توجه قرار گرفته است. خلق ارزش برای مشتریان و کمک به تصمیم‌گیری به خرید آن‌ها از جمله مسائل مهمی است که در علم بازاریابی از اهمیت خاصی برخوردار است. هدف این تحقیق تدوین مدل مفهومی‌تصمیم‌گیری به خرید با تبیین نقش برجستگی برند و شناسایی ابعاد آن با رویکرد ترکیبی (کیفی-کمی) و سپس بررسی تطبیقی در برندهای لوازم خانگی ایرانی و خارجی است. در مرحله کیفی با داده‌های حاصل از بررسی پیشینه تحقیق، از روش داده بنیاد در تدوین مدل استفاده شد. داده‌های کمی‌با استفاده از پرسشنامه استاندارد حاصل از تحقیقات پیشین گردآوری و با رویکرد تحلیل عاملی با نرم افزار اسمارت پی ال اس 3 تحلیل شد. 450 پرسشنامه با استفاده از نمونه‌گیری تصادفی میان مشتریان برندهای لوازم خانگی ایرانی اسنوا و خارجی ال جی توزیع و 396 پرسشنامه برای برند اسنوا و 434 پرسشنامه برای برند ال جی مورد تحلیل قرار گرفت. نتایج نشان داد که کیفیت، آگاهی از برند، قیمت و تصویر برند بر برجستگی برند اسنوا تأثیر معناداری دارد. ولی تداعی برند بر برجستگی برند اسنوا بی تأثیر است. همچنین نتایج حاکی از تأثیر معنادار کیفیت، آگاهی از برند، قیمت و تداعی برند بر برجستگی برند لوازم خانگی ال جی بود و نشان داد که تصویر برند بر برجستگی برند ال جی تأثیر معناداری ندارد. همچنین برجستگی نام و نشان تجاری بر تصمیم‌گیری به خرید هر دو برند تأثیر دارد.
Consumer behavior analysis, market conditions and corporate profits have been considered in recent years. Creating value for customers and helping them decide how to buy them is one of the important issues that matters in marketing science. The purpose of this research is to develop the conceptual model of decision making to purchase by explaining the role of brand prominence and identifying its dimensions with a combination (qualitative - quantitative) approach. Then a comparative study is conducted on Iranian and foreign home appliance brands. In the qualitative stage, the grounded theory method was used in modeling the data. Data were collected using a standard questionnaire derived from previous research and analyzed by Factor Analysis with SmartPLS3 software. 450 questionnaires were distributed randomly among customers of Iranian home appliance brands Snowa and LG. 396 questionnaires were analyzed for Snowa and 434 questionnaires for the LG. The results showed that brand quality, brand awareness, price and brand image have a significant effect on brand prominence. But brand association not significant effect on prominence. The results also showed a significant impact of brand quality, brand awareness, pricing and brand association on brand prominence of LG's home appliances, and showed that the brand image had no significant effect on the brand prominence. Also, the brand prominence has an impact on the purchase decision of LG and Snowa brand.
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