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
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [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]
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