Presenting and explaining the sensory branding model to change consumer behavior in the industrial markets of disinfectants: a qualitative approach
Subject Areas : Behavioral Studies in Management
Hossein Farsiani
1
,
Hormoz Mehrani
2
,
mohsen mohammadian saravi
3
,
Hamidreza Saeednia
4
1 - PhD Student, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Management, Ghazali Institute of Higher Education, Qazvin, Iran
3 - Assistant Professor, Department of Public Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Assistant Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: sensory branding, industrial markets, disinfectants, customer management and consumer behavior ,
Abstract :
In this research, the sensory branding model was presented and explained in the industrial markets of disinfectants using a qualitative approach. The research method is of an applied type, with an exploratory-explanatory approach and a qualitative method. The statistical population of the research includes 11 managers of companies active in the disinfectant industry and university professors who were selected as the research sample using a targeted snowball method. In this research, open coding foundation data theory method, axial coding and selective coding based on foundation data theory and MaxQDA 21 software were used for data analysis. The results showed causal conditions (basic neuromarketing and consumer behavior management), contextual conditions (customer experience management), central phenomenon (sensory branding to change consumer behavior), strategies and measures (advertising management, strategies and factors related to brand identity), intervening conditions (communication channels with the customer and use of senses) and finally the consequences (customer loyalty and customer arousal) were identified.
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