طراحی و تعیین مدل زمانی بازاریابی عصبی کالاهای ورزشی
محورهای موضوعی : علوم ورزش
پویا افخمی
1
,
حسین میکائیلی
2
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1 - استادیار مدیریت ورزشی، گروه تربیت بدنی، واحد ملکان، دانشگاه آزاد اسلامی، ملکان، ایران
2 - استادیار مدیریت ورزشی، گروه تربیت بدنی، واحد میاندوآب، دانشگاه آزاد اسلامی، میاندوآب، ایران
کلید واژه: بازاریابی عصبی, کالاهای ورزشی, هوش بهر فروش, اخلاقیات, حواس پنجگانه,
چکیده مقاله :
متخصصان بازاریابی، دانشگاهیان و متخصصان مغز و اعصاب در تلاشند رفتار مشتری را درک کنند تا بتوانند تجربه خاصی از فرایند خرید را در اختیار مشتریان قرار دهند. هدف از انجام تحقیق حاضر طراحی مدلی جدید از بازاریابی عصبی است، که بر روی بعد زمانی خرید کالاهای ورزشی تاکید دارد. تحقیق حاضر بر این موضوع نکات اشاره دارد که خریداران کالاهای ورزشی قبل، حین، و بعد از خرید کالا به چه عوامل و الگوهایی دقت می نمایند. تحقیق حاضر از نظر روش شناسی، ترکیبی است که مبتنی بر مشاهده، مصاحبه، پرسشنامه و داده های آماری می باشد که از خریداران کالاهای ورزشی در سه مرکز استان ارومیه، تبریز و سنندج گرفته شده است. مبنای طراحی مدل زمانی بازاریابی عصبی اصول تبلیغاتی فروش و از طرف دیگر خرید می باشد که به سه مرحله زمانی : قبل از خرید، حین خرید و در نهایت بعد از خرید تقسیم می شود. در پژوهش حاضر برای گردآوری اطلاعات از دو روش مطالعات اسنادی و پیمایشی استفاده شده است. برای شناسایی عوامل مدل زمانی بازاریابی عصبی ابتدا از روش تحلیل محتوا و نرم افزار مکس کیودا استفاده شد. سپس از روش نمونه گیری هدفمند (20 مصاحبه شامل متخصصان و مسئولان ارشد ورزشی) تا اشباع نظری استفاده شد. به منظور اعتباردهی نتایج به دست آمده و افزایش روایی آنها از روش کمی (تحلیل عاملی اکتشافی) استفاده شد. نتایج بدست آمده از تحلیل مصاحبه ها و پرسشنامه ها برای مدل زمانی بازاریابی عصبی کالاهای ورزشی در 5 بعد اصلی و 38 بعد مقوله ای شناسایی شد
Marketing professionals, academics and neuroscientists are trying to understand customer behavior so that they can provide customers with a special experience in the purchasing process. The purpose of this research is to design a new model of neuromarketing, which emphasizes the time dimension of buying sports goods. The present research points out the factors and patterns that buyers of sports goods pay attention to before, during, and after buying goods.In terms of methodology, the present research has a mixed method and is based on observation, interviews, questionnaires and statistical data collected from buyers of sports goods in three centers of Urmia, Tabriz and Sanandaj provinces. The basis for the design of the time model of neuromarketing is the advertising principles of sales and, on the other hand, purchase, which is divided into three time stages: before purchase, during purchase, and finally after purchase. In the current research, two methods of documentary and survey studies have been used to collect information.To identify the factors of time model of neuromarketing, content analysis method and Max Kyuda software were used first. Then, the purposeful sampling method (20 interviews including experts and senior sports officials) was used. In order to validate the obtained results Based on the results obtained from the analysis of interviews and completed questionnaires for the temporal conceptual model of neuromarketing of sports goods, 5 main dimensions and 38 categorical dimensions were identified, which are: the dimension of the five senses (with 5 categories), ethics (with 7 categories).
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