Volume 7, Issue 2 (12-2020)
Human Information Interaction 2020, 7(2): 46-58 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Beiraghipanah E, Askari A, Naami A, Rousta A. Presenting a local marketing model with emphasis on consumers' attitudes in order to buy Iranian products with a customer information behavior approach. Human Information Interaction 2020; 7 (2)
URL: http://hii.khu.ac.ir/article-1-2946-en.html
URL: http://hii.khu.ac.ir/article-1-2946-en.html
Department of Business Management, Lamerd Branch, Islamic Azad University, Lamerd, Iran.
Abstract: (4034 Views)
Background and Aim: Considering the importance of customer behavior, the purpose of this study was to present a local marketing model with emphasis on consumers' attitudes to purchase Iranian products with a customer information behavior approach.
Research Method: The method was grounded based theory. Data collection was done through semi-structured interviews. Population consisted of managers and supervisors of Pars Khazar Company. Sample included 14 senior managers and supervisors and sampling had been done in two dimensions of theoretical sampling and snowball sampling. The basis for concluding the interviews was theoretical saturation.
Findings: Results show the extraction of 38 codes or basic concepts from interviews, 38 core categories and 20 main themes which is in the form of a paradigm model including: Consumer attitudes toward service innovation, cultural component and social component as title of central category and causal conditions (knowledge, skills and marketing), contextual factors (advantages of brand attitude functions, social responsibility and attitude towards Iranian products), intervening conditions (sources of power, learning-based empowerment, communication model, Customer Relationship and Consumer Nationalism), Strategies (Corporate Communications, Comprehensive Brand Attitude Strategy Planning, Creativity, Innovation, Public Relations, and Advertising) and Consequences (Intensity of Competition, Resources, Perception of Brand Attitude, Credibility, and Evaluation of Consumer Attitudes) From the expansion of the brand name.
Conclusion: The results was used as a first phase in examining consumers' attitudes in buying Iranian products. Also, applicable to consumer behavior experts as well as prominent academic professionals with a scientific background in marketing management. Based on the results, courtesy to official’s knowledge and skills in marketing would provide favorable conditions to improve consumers' attitudes toward Iranian goods.
Research Method: The method was grounded based theory. Data collection was done through semi-structured interviews. Population consisted of managers and supervisors of Pars Khazar Company. Sample included 14 senior managers and supervisors and sampling had been done in two dimensions of theoretical sampling and snowball sampling. The basis for concluding the interviews was theoretical saturation.
Findings: Results show the extraction of 38 codes or basic concepts from interviews, 38 core categories and 20 main themes which is in the form of a paradigm model including: Consumer attitudes toward service innovation, cultural component and social component as title of central category and causal conditions (knowledge, skills and marketing), contextual factors (advantages of brand attitude functions, social responsibility and attitude towards Iranian products), intervening conditions (sources of power, learning-based empowerment, communication model, Customer Relationship and Consumer Nationalism), Strategies (Corporate Communications, Comprehensive Brand Attitude Strategy Planning, Creativity, Innovation, Public Relations, and Advertising) and Consequences (Intensity of Competition, Resources, Perception of Brand Attitude, Credibility, and Evaluation of Consumer Attitudes) From the expansion of the brand name.
Conclusion: The results was used as a first phase in examining consumers' attitudes in buying Iranian products. Also, applicable to consumer behavior experts as well as prominent academic professionals with a scientific background in marketing management. Based on the results, courtesy to official’s knowledge and skills in marketing would provide favorable conditions to improve consumers' attitudes toward Iranian goods.
References
1. Abdi, Mustafa, Najafizadeh, Nadereh Sadat (2019). Investigating the commercial effect of documentation, brand reputation and brand identity on customer satisfaction and brand loyalty (Case study: Bank DAY). business management11(42), 83-109.
2. Aghasafari, H., Karbasi, A. (2017). The Impact of Attitudes toward Branded Products on Consumer Purchase Behavior (Case Study: Rice). Journal Of Agricultural Economics and Development, 31(2), 149-156.
3. Alwi, Sharifah & Kitchen, Philip. (2014). Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes? Journal of Business Research. 67. 2324-2336. [DOI:10.1016/j.jbusres.2014.06.020]
4. Saleh Ardesteni, A., Ghasemi, B., Parsa, S. (2017). Survey of the Impacts of Effecting Factors on Consumers' Attitude & Behavior and their effects on FMCGs Company's Future Decisions about Brand Extension Strategy. Future study Management, 28(109), 55-74.
5. Azar Nik, E, Nategh, T (2015). A conceptual framework for understanding the effect of corporate social marketing on consumer behavior. Thesis of Islamic Azad University, Shahroud, Faculty of Literature and Humanities.
6. Benar, N., Goharrostami, H., Mehralitabar, H. (2016). Comparison of Attitude and Behavior of Customers toward Physical Fitness Service Centers in Rasht.. Sport Management and Development, 5(1), 153-168.
7. Best, R & Coney, K & DI, Hawkins. (2004). Consumer Behavior: Building Marketing Strategy.
8. Bozorgkhou, H., keimasi, M., esfidani, M., torkestani, M. (2019). Identifying and Prioritizing the Factors Affecting Iran's Nation Brand with the consumer's Cognitive behavior approach. Consumer Behavior Studies Journal, 5(2), 83-110.
9. Broyles, S. & Ross, Robert & Davis, Donna & Leingpibul, Thaweephan. (2011). Customers' comparative loyalty to retail and manufacturer brands. Journal of Product & Brand Management. 20. 205-215. [DOI:10.1108/10610421111134932]
10. Danaeifard, H, Emami, S. (2007). Qualitative research strategies: Reflection on data foundation theorizing. Management Thought, First Year, 1(2).69-97.
11. Kloushani, moein, (2013), the impact of Involvement on behavior: a review and explanation of incentives and values (Case study: restaurant industry), master's thesis. Tarbiat Modarres University, Tehran.
12. Kudeshia, Chetna & Kumar, Amresh. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review. 40. 310-330. 10.1108/MRR-07-2015-0161. [DOI:10.1108/MRR-07-2015-0161]
13. Mousavi, Seyed Yaser and Kazeminia, Azadeh (2015). Investigating the Impact of Cultural Values on Consumers' Tendency to Consume Foreign Goods in Isfahan Home Appliances Market, International Conference on Management and Accounting, Tehran, 145-153.
14. Naami, A, Birghi Panah, E, Mousavi, S. (2017). Understanding Consumer Behavior in Luxury Fashion Goods Based on Planned Behavior Theory, Third International Conference on Management, Accounting and Knowledge-Based Economics with Emphasis on Resistance Economics, Tehran, Allameh Majlisi University. (In Persian).
15. Qelich Khan, Akram, Meshbaki, Asghar (2015). Investigating the Factors Affecting Young Consumers' Attitudes Toward the Use of Foreign Goods in Iran (Case Study: MBA Students). Quarterly Journal of New Research in Management and Accounting, 3 (16).145-164.
16. Strauss, A.Corbin J(2011). Principles of Qualitative Research Methodology: Basic Theory, Procedures and Methods. Translated by Buick Mohammadi. Tehran: Institute of Humanities and Cultural Studies. (In Persian).
17. Tabatabaei Nasab, S., Parish, F. (2015). Consumers' Attitude Towards Advertising. Journal of Business Administration Researches, 7(13), 1-23.
18. Urquhart, Cathy. (2013). Grounded Theory for Qualitative Research: A Practical Guide. [DOI:10.4135/9781526402196]
19. Xie, Chunyan & Bagozzi, Richard & Grønhaug, Kjell. (2019). The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences. Journal of Business Research. 95 [DOI:10.1016/j.jbusres.2018.07.043]
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
