Market, Value Change and Development: Generational Differences in Business Values Among Marketers in Isfahan

Subject Areas : Journal of Iranian Social Development Studies

hassan saghafian ¹ , mansour haghighatian ² , shapour behyan ³

1 - Faculty member Islamic Azad University of Shahreza
2 - Abbas Abad St.l No. 12
3 - Faculty member azad univercity of mobarakeh

Received: 2019-11-10 Accepted : 2020-08-15 Published : 2007-12-22

Keywords: development, Generational Affiliation, Isfahan City Market, Generational Difference, Business Values,

Abstract :

The market, as one of the main areas of economic activity in contemporary Iran, has undergone changes under the influence of global developments. Such changes have generally led to value developments that, if not properly managed, could affect the development of the country in various dimensions. The present research is essentially of a developmental nature and examines value developments (generational differences in business values ​​among Isfahan marketers), assuming development as a multidimensional phenomenon. By reviewing existing literature on generational sociology in Iran, three generations of "before revolution", "generation of revolution" and "third generation" were identified and the basis of the research was identified. The research method of this study is "survey". The statistical population of this study is all those who are active in Isfahan city. Sample size was 524 Isfahan marketers who were selected using multi-stage cluster sampling.The findings indicate that there is no difference between the generations studied in the Isfahan market in terms of business meta-values. Also, there is no difference between the generations studied by the Isfahan market in terms of the material values ​​of the business. In addition, the results of the study indicated that generational affiliation had a significant impact on business values ​​and this hypothesis is valid, but the impact is low. In general, it can be said that the turbulence of economic status, social and value anomaly and the shared space of generational socialization are factors that have contributed to the lack of generational differences in business values ​​in the Isfahan market