شناسایی و تحلیل عوامل موثر بر ترجیح محصولات داخلی نسبت به مشابه خارجی آن از سوی مصرف‌کنندگان ایرانی (مورد مطالعه: محصولات غذایی، آرایشی بهداشتی و برقی)
محورهای موضوعی : دانش نو در مدیریت بازاریابی
شهریار عزیزی
1
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حسام الدین نعمتی
2
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نغمه کامرانی جویمند
3
1 - دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.
2 - گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.
3 - گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.
کلید واژه: رفتار مصرف‌کننده, محصول داخلی, محصول خارجی, نگرش نسبت به برند, کشور مبدا.,
چکیده مقاله :
هدف: در پژوهش حاضر نظرات مصرف‌کنندگان پیرامون سه گروه محصولات غذايي، برقی و آرایشی بهداشتي در دو مطالعه کیفی و کمی گردآوری شده است.
روش‌شناسی: در مطالعه اول (کیفی) مصاحبه‌ای نیمه‌ساختاریافته در چهار زمينه شامل ترجيح مواد غذايي داخلي و خارجي و علت‌های آن، ترجيح لوازم برقي داخلي و خارجي و علت‌های آن، ترجيح محصولات آرايشي بهداشتي داخلي و خارجي و علت‌های آن و پرستيژ داشتن محصولات خارجي و علت‌های آن اجرا شده است. در مطالعه دوم (کمی) پژوهش، پرسش‌نامه‌ای تدوین شده و در نمونه آماری بزرگ‌تری توزیع شد و نیز میانگین محصولات و علل ترجیح آن‌ها با حد وسط مقیاس اندازه‌گیری، مورد مقایسه قرار گرفت که یافته‌های آن نشان‌دهنده ترجیح محصولات ایرانی از سوی مصرف‌کنندگان و علل ترجیح آن‌ها است.
یافته‌ها: یافته‌های دو مطالعه نشان می‌دهد تمایل مصرف‌کننده داخلی به محصولات كشاورزي، محصولات پروتئيني، تنقلات، نوشیدني و محصولات لبني ایرانی بیشتر از این محصولات با برند خارجی است. ترجیح محصولات خارجی در این صنعت، بعضاً به دليل عدم توليد برخی محصولات (مثل انواع نوشيدني، قهوه و...) در داخل كشور است. تمایل مصرف‌کننده داخلی به محصولات بهداشتی ایرانی بیشتر از برند خارجی است و تمایل برخی افراد به محصولات آرايشي پوست و مو توليد خارج از كشور به دلیل کیفیت و حساس‌بودن محصول، و تمایل برخی دیگر به این محصولات با برند داخلی، به دلیل سازگاری و استاندارد بالای آن است. همچنین مصرف‌کنندگان داخلی، تمایل بیشتری به محصولات صوتی و تصویری و لوازم آشپزخانه توليد خارج كشور نسبت به داخل کشور دارند، این ترجيح از حیث كيفيت و دوام محصول است.
نتیجه‌گیری: نتایج حاکی از آن است که برای تقویت ترجیح مصرف‌کنندگان به محصولات داخلی، باید به تقویت اعتماد به تولید ملی و افزایش دردسترس‌بودن محصولات در صنایع مختلف توجه بیشتری شود، همچنین تمرکز بر ارتقای کیفیت و پرستیژ محصولات داخلی، به‌ویژه در صنعت لوازم برقی، می‌تواند تأثیر بسزایی در تغییر نگرش مصرف‌کنندگان داشته باشد.
EXTENDED ABSTRACT:
Purpose: In the present study, consumers' opinions on three groups of food, electrical, and cosmetic products were collected in two qualitative and quantitative studies
Methodology: In the first (qualitative) study, a semi-structured interview was conducted in four areas including preference for domestic and foreign food products and its reasons, preference for domestic and foreign electrical appliances and its reasons, preference for domestic and foreign cosmetic products and its reasons, and prestige of foreign products and its reasons. In the second (quantitative) study, a questionnaire was developed and distributed to a larger sample, and the average of the products and their reasons for preference were compared with the median of the measurement scale, which indicated that consumers preferred Iranian products and their reasons for preference.
Discussion and Results: The findings of the two studies show that domestic consumers are more inclined to Iranian agricultural products, protein products, snacks, beverages, and dairy products than to these foreign-branded products. The preference for foreign products in this industry is due to the lack of production of some products (such as beverages, coffee, bananas, etc.) within the country. Domestic consumers are more inclined towards Iranian health products than foreign brands, and some people are inclined towards skin and hair care products produced abroad due to the quality and sensitivity of the product, while others are inclined towards these products with domestic brands due to their compatibility and high standards. Domestic consumers are also more inclined towards audio-visual products and kitchen appliances produced abroad than domestically, this preference is in terms of product quality and durability.
Conclusion: The results indicate that in order to strengthen consumers' preference for domestic products, more attention should be paid to strengthening trust in national production and increasing the availability of products in various industries. Also, focusing on improving the quality and prestige of domestic products, especially in the electrical appliance industry, can have a significant impact on changing consumer attitudes.
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