مطالعه‎ مردم‎ نگارانه درک معنای برند ترک (مطالعه موردی منطقه آزاد انزلی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشگاه علامه طباطبائی، تهران

2 دانشجوی دکتری مدیریت بازرگانی دانشگاه علامه طباطبائی، تهران

10.34785/J018.2019.768

چکیده

اقبال مصرف‎کنندگان ایرانی به محصولات ساخت ترکیه به‎گونه‎ای است که بسیاری‎از تولیدکنندگان ایرانی محصولات خود را ساخت ترکیه و بسیاری‎از فروشندگان ایرانی محصولات ساخت ایران را جنس ترک معرفی می‎کنند. در این شرایط تولیدکنندگان ایرانی صدای خاموش صحنه‎ی بازار هستند. هدف از پژوهش حاضر درک معنای تولیدکنندگان ایرانی از برند جنس ترک است که برای این منظور از روش پژوهش مردم‎نگاری با رویکرد انتقادی استفاده شد. جامعه‎ی آماری پژوهش تولیدکنندگان در منطقه آزاد انزلی، روش نمونه‎گیری غیراحتمالی هدفمند و حجم نمونه باز با قید دستیابی به اجماع نظری است. مصاحبه نیمه‎ساختاریافته، مشاهده غیرمستقیم و مستقیم، حضور در کنش‎های فردی و جمعی و یادداشت‎برداری راه‎های جمع‎آوری داده‎های مورد نیاز پژوهش است. استفاده‎از استقراء در بررسی داده‎های جمع‎آوری شده در فرآیند مشاهده، مصاحبه، یادداشت‎برداری، استخراج گزاره، کدگذاری باز، کشف مفهوم و کدگذاری محوری نشان‎داد که معنای تولیدکنندگان ایرانی از جنس ترک دارای سه مقوله‎ی پشتیبانی دولت ملّی‎گرای جمهوری ترکیه از برندهای با مبدأ ترکیه، پشتیبانی مردم ملّی‎گرای جمهوری ترکیه از برندهای با مبدأ ترکیه و فضای مناسب کسب‎وکار در جمهوری ترکیه است.

کلیدواژه‌ها

عنوان مقاله [English]

An ethnographic study of understanding the meaning of Turk brand (Case study of Anzali Free Zone)

نویسندگان [English]

  • Mohammad Saleh Torkestani 1
  • Pedram Jahedi 2
1 Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran
2 Faculty of management and accounting, Allameh Tabatabai University
چکیده [English]

Iranian consumers tend to make Turkish products in such a way that many Iranian manufacturers introduce Turkish products and many Iranian sellers describe Iranian products as Turkish. Under these circumstances, Iranian producers are the silent voice of the market. The purpose of the present study is to understand the meaning of the Turkish producers of the Turkish brand using a critical approach to ethnographic research. The statistical population of the study is producers in Anzali Free Zone, the non-probability sampling method is targeted and the sample size is open to achieving theoretical consensus. Semi-structured interviews, indirect and direct observation, participation in individual and collective actions and taking notes were used to collect the required data. The use of induction to examine data collected in the process of observation, interviewing, taking notes, proposing extraction, open coding, concept discovery and axial coding showed that the meaning of Iranian producers of Turkish origin has three categories including turkey’s nationalist government backs brands of Turkish origin, supporting Turkish nationalist brands of Turkish origin and the right place for business is in Turkey.

کلیدواژه‌ها [English]

  • Ethnography
  • Critical Ethnography
  • Country of origin
  • Turk brand
  • Anzali Free Zone

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 63-80

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