سطح‌بندی پیشایندهای رفتار مصرف‌کننده مبتنی بر رفتار خرید در صنعت نوشیدنی
الموضوعات :
رضا کیانی
1
,
احسان عابدی
2
,
سید محمود هاشمی
3
,
حمیدرضا یزدانی
4
1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
2 - استادیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
3 - دانشیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
4 - دانشیار، گروه مدیریت کسب و کار، دانشکدگان فارابی، دانشگاه تهران، قم، ایران.
الکلمات المفتاحية: پیشایندها, رفتار مصرف‌کننده, رفتار خرید, صنعت نوشیدنی ,
ملخص المقالة :
امروزه رویکردهای سنتی موجود در بازاریابی کارایی و اثربخشی خود را از دست داده است و سازمان‌ها می‌بایست برای حفظ جایگاه خود در بازار نسبت به انطباق هرچه بیشتر محصولات و خدمات خود با نیازهای و خواسته‌های مشتریان اقدام نمایند. در این راستا توجه به پیشایندهای رفتار خرید مصرف‌کننده و سطح‌بندی آنان مهم می‌باشد. برهمین اساس هدف از ارائه این مقاله سطح‌بندی پیشایندهای رفتار مصرف‌کننده مبتنی بر رفتار خرید بود. با توجه به آمیخته بودن تحقیق، نمونه آماری بخش کیفی را 15 نفر از خبرگان و بخش کمی را 10 نفر از مدیران و فعالان در صنعت نوشیدنی تشکیل داده بودند. نتایج روش مدل‌سازی ساختاری تفسیری نشان می‌دهد که پیشایندهای رفتار خرید مصرف‌کننده در دو سطح قابل دسته‌بندی هستند که در سطح اول عوامل زیستی، عوامل تجاری مشتری‌محور، عوامل ناپایدار اجتماعی فردی، عوامل خُرد درونی و در سطح دوم عوامل کلان بیرونی، عوامل مالی و عوامل تجاری برندمحور قرار داشت.
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