نگاشت نقشه ذهنی مصرف‌کنندگان نسبت به کالای ایرانی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران ایران

2 کارشناس ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، ‌تهران.

چکیده

آنچه که در ایران و در شرایط کنونیِ کشور به یک چالش تبدیل شده، دیدگاه مصرف‌کننده در مورد برتری محصولات خارجی است. مطالعات داخلی نشان می دهد، تمایل مصرف کنندگان ایرانی به خرید کالاهای ایرانی از حد مطلوب کمتر است. همین مسئله به یکی از دغدغه‌های دولتمردان و تولیدکنندگان ایرانی تبدیل شده است. هر مصرف کننده پیش فرض هایی برای انتخاب محصولات مورد نظر خود داشته و هر فرد برای خود سیستمی از سازه های شخصی را شکل می دهد و از آن برای معنا دادن به دنیای اطرافش بهره می برد. به عبارتی رفتار اشخاص توسط همین سازه های شناختی هدایت می شود که اگر به طور صحیح احصاء شوند به درک عمیق تر و منسجم تر و همچنین ایجاد بینش های جدید نسبت به موضوع مورد مطالعه برای پژوهشگران منجر می شود. هدف این مطالعه نگاشت نقشه ذهنی مصرف‌کنندگان نسبت به کالای ایرانی می باشد.
در این راستا، با پانزده نفر از مصرف‌کنندگانی که نسبت به کشور مبدأ درگیری ذهنی بالایی داشتند، مصاحبه نیمه ساختار یافته با استفاده از تکنیک زیمت انجام گرفت و نقشه اِجماعی کالای ایرانی استخراج گردید. این نقشه شامل 37 سازه ذهنی مثبت و منفی است که در بین آن‌ها سازه‌هایی مثل "دور ریختن پول"، "عدم اطمینان"، "حس فریب خوردن"،"عدم نوآوری"، "عدم اعتماد"، "دوری کردن از کالای ایرانی"،" طراحی نامناسب"، "جذابیت کم" و "عدم زیبایی" دیده می‌شود. در انتها بر اساس روابط بین سازه‌ها، سازه های مرکزی و تأثیر گذار که کنترل سایر سازه ها را در دست دارند، استخراج گردید.

کلیدواژه‌ها


عنوان مقاله [English]

Mapping Consumers' Mental Model of Iranian products

نویسندگان [English]

  • Kobra Bakhshizadeh Borj 1
  • Naser Davarzani 2
1 Assistant Prof., Faculty of Management & Accounting, Allameh tabatabai University, Tehran, Iran
2 MSc. Business Management, Allameh tabatabai University, Tehran, Iran
چکیده [English]

The consumer's view of the superiority of foreign products in Iran and the current conditions of the country has become a challenge. Internal studies show that Iranian consumers tend to buy Iranian goods less favorably. This has become one of the concerns of Iranian statesmen and producers. Every consumer has a set of preferences for their products, and each person creates a system of personal structures for himself or herself to make sense of the world around him. In other words, the behavior of individuals is driven by these cognitive structures that, if done correctly, leads to a deeper and more coherent understanding and new insights into the subject under study for researchers. In this regard, semi-structured interviews were conducted with 15 consumers who had high level of mental involvement compared to the country of origin using the Zoom technique and an overview of Iranian goods was extracted. This map contains 37 positive and negative mental constructs including structures such as money laundering, uncertainty, a sense of deception, lack of innovation, lack of trust, avoidance of Iranian goods, inappropriate design, low attractiveness, lack of beauty, existence has it. Finally, based on the relationships between structures, the central and influential structures that control other structures are extracted. These constructs include low durability, low productivity and cheating in production and poor quality, all of which have a negative impact, and thus offer useful suggestions for redefining these personal constructs that lead to the production of a customer's mental image of Iranian goods

کلیدواژه‌ها [English]

  • Iranian products
  • Consensus map
  • Country of origin
  • Stereotyping
  • ZMET
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