Presenting the relationship model of customer hostility with mixed elements of marketing in the Modirankhodro company

Subject Areas : marketing

Aliasghar Poorteymoor ¹ , soheila zarinjoy alvar ² , fereydoun omidi ³

1 - Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khoramshahr, Iran.
2 - Department of Business Management, Abadan Branch, Islamic Azad University, Abadan, Iran.
3 - Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran

Received: 2023-09-04 Accepted : 2023-11-05 Published : 2023-11-22

Keywords: hostility, Customer, marketing mix, Modiran khodro,

Abstract :

In the current changing and uncertain conditions, businesses must expand their tangible and intangible resources and internal capabilities so that they can respond appropriately to environmental changes. Therefore, they can achieve long-term goals if they have a written strategic planConsumer hostility is one of the limiting factors of the globalization of markets and its effects on purchase decisions are considered to be one of the most important topics in the field of marketing and consumer behavior, which are less studied than other concepts in this fieldThe purpose of this research is to provide a model to explain the relationship between customer hostility and mixed elements of marketing in the company of Modirankhodro in a qualitative method based on ground theory. became.Sampling continued using the snowball method and reaching theoretical saturation. Finally, 11 people were interviewed and the results of the interviews were analyzed using MAXQDA software. The main findings of the research are presented in two parts: conceptual framework and conceptual model.