سطح‌بندی پیشایندهای رفتار مصرف‌کننده مبتنی بر رفتار خرید در صنعت نوشیدنی
محورهای موضوعی : مدیریت
رضا کیانی
1
,
احسان عابدی
2
,
سید محمود هاشمی
3
,
حمیدرضا یزدانی
4
1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
2 - استادیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
3 - دانشیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
4 - دانشیار، گروه مدیریت کسب و کار، دانشکدگان فارابی، دانشگاه تهران، قم، ایران.
کلید واژه: پیشایندها, رفتار مصرف‌کننده, رفتار خرید, صنعت نوشیدنی ,
چکیده مقاله :
امروزه رویکردهای سنتی موجود در بازاریابی کارایی و اثربخشی خود را از دست داده است و سازمان‌ها می‌بایست برای حفظ جایگاه خود در بازار نسبت به انطباق هرچه بیشتر محصولات و خدمات خود با نیازهای و خواسته‌های مشتریان اقدام نمایند. در این راستا توجه به پیشایندهای رفتار خرید مصرف‌کننده و سطح‌بندی آنان مهم می‌باشد. برهمین اساس هدف از ارائه این مقاله سطح‌بندی پیشایندهای رفتار مصرف‌کننده مبتنی بر رفتار خرید بود. با توجه به آمیخته بودن تحقیق، نمونه آماری بخش کیفی را 15 نفر از خبرگان و بخش کمی را 10 نفر از مدیران و فعالان در صنعت نوشیدنی تشکیل داده بودند. نتایج روش مدل‌سازی ساختاری تفسیری نشان می‌دهد که پیشایندهای رفتار خرید مصرف‌کننده در دو سطح قابل دسته‌بندی هستند که در سطح اول عوامل زیستی، عوامل تجاری مشتری‌محور، عوامل ناپایدار اجتماعی فردی، عوامل خُرد درونی و در سطح دوم عوامل کلان بیرونی، عوامل مالی و عوامل تجاری برندمحور قرار داشت.
Nowadays traditional marketing approaches have lost their effectiveness and efficiency, and organizations must adapt their products and services to the needs and desires of customers to maintain their market position. In this regard, paying attention to the predictors of consumer buying behavior and their categorization is important. Therefore, the aim of this article was to categorize the predictors of consumer behavior based on buying behavior. Due to the mixed of the research the statistical sample of the qualitative part was 15 experts and the quantitative part was made up of 10 managers and activists in the beverage industry. The results of the interpretive structural modeling method indicate that the predictors of consumer buying behavior can be categorized into two levels that in the first level there are factors of biological, customer-oriented commercial, individual social unstable and internal micro and the second level, factors of external macro, financial, and brand-oriented commercial.
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