Design of Conceptual Model for Product Disposition using Repertory Grid Approach

Document Type : Research Paper

Authors

1 PhD student in Business Management (Marketing), Department of Management, college of Human Science, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran,

2 Assistant Professor of Business Management, Department of Management, college of Human Science, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran,

3 Management, Department of Management, college of Human Science, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran

10.34785/J018.2021.159

Abstract

Abstract:
Consumer behavior is defined as the study of purchasing units and exchange processes that include the "acquisition, consumption, and disposal of goods, services, experiences, and ideas." Therefore, discarding what has been acquired is a fundamental part of the consumer decision-making process. The type of product dispositionl will have consequences for the consumer, the business, the community and the environment, and will be closely related to the purchase of a new product. In this research, which is a fundamental research, attempt to collect all the factors affecting the disposal of goods in a comprehensive model. Therefore, with the qualitative method of "repertory grid" and the method of Purposive sampling and interviews with 20 experts in this field, a conceptual model was presented regarding the factors of Purposive sampling. From the results of the presented model, 229 structures were obtained and by analyzing the content of these structures, they were combined with each other and reduced to 37 structures. Finally, using the statistical method of hierarchical clustering and expert opinion, the total structure was divided into 10 clusters and marked.

Keywords

References

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