رفتار مصرفی زنان عرب در آئین خرید عید فطر
محورهای موضوعی : مدیریت
رضوان بهمئی
1
(دانشگاه آزاد اسلامی واحد امیدیه، گروه مدیریت بازرگانی، امیدیه، ایران.)
مریم درویشی
2
(دانشگاه آزاد اسلامی واحد امیدیه، گروه مدیریت بازرگانی، امیدیه، ایران.)
جابر محمد موسایی
3
(دانشگاه آزاد اسلامی واحد امیدیه، گروه مدیریت بازرگانی، امیدیه، ایران.)
کلید واژه: پدیدارشناسی, زنان عرب, آئین خرید, رفتار مصرفی, عید فطر,
چکیده مقاله :
هدف پژوهش حاضر مطالعه پدیدارشناسانه‌ی رفتار مصرفی زنان عرب در آئین خرید عید فطر می‌باشد. جامعه‌ی پژوهش کل زنان عرب ساکن استان خوزستان بود. نمونه‌ی پژوهش13 نفر از زنان عرب است که با این تعداد از طریق مصاحبه، نمونه به حداشباع رسید. طرح پژوهش، کیفی و با رویکرد ون منن مبتنی بر پارادایم تفسیری است. داده‌ها با استفاده از راهبرد پدیدارشناسی و با به کارگیری مصاحبه‌ی نیمه ساختاریافته، بعد از اشباع نمونه‌ها و با استخراج درون مایه‌های اصلی و فرعی رفتار مصرفی زنان عرب در آئین خرید عید فطر مورد تجزیه‌و‌تحلیل قرار گرفتند. نتایج چهار درون مایه‌ی اصلی را به دست آورد که عبارتند از: معنا و مفهوم پدیده‌ی عید فطر و خرید عید فطر در خانواده، نقش و فرآیند خرید عید فطر در خانواده، ضرورت‌ها و چالش‌های خرید عید فطر و اثرات و پیامدهای پدیدۀ خرید عید فطر در خانواده. مهم‌ترین یافته‌ای که در این مطالعه ظهور یافت؛هم پوشانی معنایی و هویتی پدیده‌ی عید فطر و خریدهای آئین عید فطر در میان جمعیت مورد مطالعه بود که جوهره‌ی دلالتی آن، رویکرد دینی به انجام فریضه و هم چنین معنای آئینی و سنت بودن آمیخته با جشن قومی است.
The research aimed to study the Arab women’s behavior of consumption on the shopping of Eid al-Fitr ritual by phenomenological methodology. The statistical population consisted of all the Arab women living in Khouzestan province. The sample included 13 Arab women, which were saturated by the interviews. The research design was qualitative with the Van Mannen method on the interpretive paradigm basis. The data were analyzed using the phenomenological strategy via semi-structured interviews. The analysis was carried out after the sample saturation and exploration of main and secondary themes. The results ended to four main themes including: “meaning and concept of the phenomenon of Eid al-Fitr and the shopping of Eid al-Fitr in the family, role, and process of shopping for Eid al-Fitr in families, necessities and challenges of shopping for Eid al-Fitr and effects and consequences of shopping for Eid al-Fitr in families. "The most important conclusion of the study was semantic and identities overlap for the Eid al-Fitr phenomenon and shopping before Eid al-Fitr among the studied population. The indicative essence of the overlap included in the religious approach, to complying the religious duty and also ritual concept and being a tradition along with the ethnic ceremony.
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