Targeted Marketing in Herbal Medicine; Application for Grounded Theory and K- Mean Algorithm
محورهای موضوعی : Farm Management
آزیتا شرج شریفی
1
(دانشجو دکتری، گروه مدیریت بازرگانی، تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران)
قاسمعلی بازآیی
2
(استادیار، گروه مدیریت بازرگانی، تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران)
سید عباس حیدری
3
(استادیار، گروه مدیریت بازرگانی، تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران)
کلید واژه: Market segmentation, Behavioral Characteristics, Herbal medicines,
چکیده مقاله :
One of the major industries to meet the expansion goals in human, social, and economic aspects is herbal medicine. Marketing department, producers, and entrepreneurs play an important role in applying potentials in this industry, but, as herbal medicine scholars argue, herbal medicine market share in Iran is less than 4 percent. This might be due to neglecting executive targeted marketing. The participants of the study included all people going to pharmacies to purchase herbal medicines. Purposeful and classified sampling methods were used in qualitative and quantitative sections, respectively. As to the qualitative phase, grounded theory method was applied, while k-means approach was used for quantitative data analysis. Qualitative findings resulted in the extraction of eight essential categories. Moreover, the results of K- mean algorithm suggested that the best mode is segmenting this market (i.e., herbal medicine) into four segments. The segments differ from each other in terms of the selected categories. Results contribute to presenting an appropriate strategy for each segment in order to simultaneously create value for both customers and market in particular and create facilities for expansion and growth of herbal medicine industry in general.
یکی از صنایع مهم جهت تحقق اهداف توسعه انسانی، اجتماعی و اقتصادی صنعت دارو گیاهی است. بخش بازار، تولید و کارآفرینان نقش مهمی در استفاده از ظرفیت های بالقوه این صنعت ایفا می کنند. آن گونه که صاحبنظران داروهای گیاهی اعلام کرده اند، سهم داروهای گیاهی در ایران کمتر از 4 درصد است. علت آن می تواند غفلت از برنامه های بازاریابی هدفمند باشد. جامعه آماری پژوهش شامل کلیه کسانی است، که جهت خرید دارو به داروخانه ها مراجعه کرده اند. روش نمونه گیری در بخش کیفی هدفمند و در بخش کمی طبقه ای بوده است. در بخش کیفی نظریه داده بنیاد و در بخش کمی رویکرد کای میانگین جهت تحلیل داده ها استفاده شد. یافته های بخش کیفی منجر به شناسایی 8 عامل شد. نتایج الگوی کای میانگین بخش بندی این بازار را به 4 بخش مناسب دانسته است. هر بخش از نظر مقولات مورد بررسی با هم متفاوت بوده اند. مبتنی بر نتایج پیشنهادات و استراتژی های مقتضی هر بخش جهت تحقق همزمان ارزش برای مشتریان- بازار و به صورت کلی رهنمودهایی جهت ایجاد تسهیلات جهت رشد و توسعه این صنعت ارائه شد.
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