ارائه الگوی رفتار ضدمصرف در بازار ایران با رویکرد نظریه داده بنیاد

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکترا و سازمان امور مالیاتی کشور، رئیس گروه امور پژوهشی و پایگاه اطلاعاتی

2 استاد گروه مدیریت بازرگانی-دانشگاه آزاد واحد علوم و تحقیقات تهران

3 عضو هیئت علمی تمام وقت مدیریت بازرگانی دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی علوم و تحقیقات

4 گروه مدیریت بازرگانی ،دانشگاه آزاد ،علوم و تحقیقات تهران،ایران

چکیده

اگر چه مصرف یک نماد وضعیت اجتماعی و اقتصادی فرد است، اما تعداد زیادی از مصرف کنندگان به دلایل مختلفی ترجیح می‌دهند مصرف کمتری داشته باشند. هدف از این مقاله پاسخ به این پرسش اساسی است که عوامل مؤثر بر رفتار ضدمصرف و پیامدهای آن در میان مصرف-کنندگان کدامند. برای پاسخ به این سوال از روش پژوهش نظریه داده بنیاد و با رویکرد کیفی استفاده شده است. برای تحلیل داده‌ها از نرم افزاراطلس تی استفاده شده است. روش نمونه‌گیری، از نوع گلوله برفی که در مجموع با انجام 20 مصاحبه با اساتید و خبرگان حوزه‌های بازاریابی، مدیریت، جامعه‌شناسی، اقتصاد، روانشناسی و حقوق به اشباع رسیدیم. نتایج و یافته های پژوهش نشان می‌دهد که اشتباهات برند مقوله محوری و تأثیرگذار بر رفتار ضدمصرف در بین مصرف کنندگان است. و در ضمن عواملی که به صورت مستقیم و غیرمستقیم موجب بروز این رفتار می-شود را مشخص نموده‌ایم. برخی از مهم‌ترین آن عوامل عبارتند از؛ ارزش‌ها و هنجارها، تبلیغات نادرست، تصویر ذهنی منفی، شرایط اقتصادی، عدم پذیرش محصول، شایعه سازی، عدم مصرف به صورت تعمدی، مصرف حیثیتی، بدگمانی مصرف کننده، پایبندی به باورها و.... در پایان راهبردهایی نیز در خصوص تغییر رفتار ضدمصرف نیز برای صاحبان برند بیان شده است.

کلیدواژه‌ها


عنوان مقاله [English]

Providing a Model for Anti-Consumption Behavior in the Iranian Market: A Grounded Theory Approach

نویسندگان [English]

  • Mohammad Nazarian 1
  • Hossein Vazifedoost 2
  • Kambiz Heidarzadeh 3
  • Karim Hamdi 4
1 Head of the Department of Research in Iranian National Tax Administration
2 Department of Business Management, Islamic Azad University, Science and Research Branch of Tehran
3 Department of Business Management, Faculty of Management & Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
4 Department of Business Administration, Islamic Azad University, Science and Research, Tehran, Iran
چکیده [English]

Although consumption represents individuals’ social and economic status, a large number of consumers do prefer, for different reasons, to consume as little as possible. This paper aims at answering this essential question: What are the factors affecting anti-consumption behavior among consumers and its possible consequences? In order to answer a relevant research question, a Grounded Theory research has been conducted with a qualitative methodology and as for data analysis, we have resorted to the َAtlas-T software. The sampling method has been of a snow-ball type whereby we reached the saturation with a total of 20 interviews with professors and experts in the areas of marketing, management, sociology, economics, psychology, and law. Findings indicate that brand mistakes are a major factor affecting the anti-consumption behavior among the consumers. We have also determined the factors leading, whether directly or indirectly, to the emergence of such behavior among them we may refer to values and norms, improper advertisements, negative imaging, economic conditions, product unacceptability, gossiping, deliberate anti-consumption, un-prestigious consumption, consumers’ pessimism, fidelity to one’s beliefs, etc. The paper has been ended in the recommendations of some solutions on how to change anti-consumption behavior to be followed by brand owners.

کلیدواژه‌ها [English]

  • Anti-Consumption Behavior
  • Marketing
  • Grounded Theory
  • Consumer Behavior and Iran’s Market

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