واکاوی کیفی مولفه های آمیزه خرده فروشی در فروشگاه های زنجیره ای ایران

نوع مقاله : مدیریت استراتژیک (برنامه­‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسب­وکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . )

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی ، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

2 گروه مدیریت بازرگانی، دانشکده مدیریت وحسابداری، دانشگاه علامه طباطبایی، تهران، ایران.

3 استادیار گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

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

10.22080/jem.2024.23538.3745

چکیده

هدف این پژوهش واکاوی کیفی مولفه های آمیزه خرده فروشی در فروشگاه های زنجیره ای است. به منظور کشف و شناسایی نقطه نظرات خبرگان صنعت خرده فروشی، از روش تحقیق کیفی با رویکرد تحلیل مضمون به دلیل تناسب آن با پژوهش مزبور استفاده شده است. بیست و پنج نفر از متخصصان و مدیران صنعت خرده فروشی کشور که بیش از 5 سال سابقه کاری در این حوزه بودند به روش قضاوتی و غیر احتمالی تا رسیدن به اشباع نظری برای مصاحبه انتخاب شدند. لازم به ذکر است، تحلیل داده ها از طریق فرایند کدگذاری در سه مرحله انجام گرفت. پس از تحلیل های صورت گرفته از میان 334 مفهوم اولیه، 24 مقوله و در نهایت 7 مضمون اصلی در این پژوهش شناسایی و استخراج گردید. یافته ها حاکی از آن است که مولفه های آمیزه خرده فروشی در فروشگاه های زنجیره ای شامل: طراحی فروشگاه، خدمات، قیمت گذاری، مکان، مدیریت کالا، ارتباطات و منابع انسانی است. از سوی دیگر، طی تحلیل های انجام گرفته در طی پژوهش، 8 مقوله که شامل زمان سفارش گذاری چیدمان کالا، نیاز به احترام شخصی، میزان درآمد افراد ساکن در هر منطقه، قیمت گذاری موقعیتی، وجود محدودیتهای فرهنگی در ارائه کالا، تبلیغات نمایشی، تبلیغ در شبکه های اجتماعی، دانش و رضایت پرسنل فروش برای اولین بار در این پژوهش شناسایی گردید که در دیگر تحقیقات صورت گرفته در این صنعت مشاهده نگردید.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Qualitative Investigation of components of retailing mix in chain stores of Iran

نویسندگان [English]

  • zahra ghandehari 1
  • Mohammad Reza Karimi Alavijeh 2
  • Abodlreza Miri 3
  • kambiz Heidarzadh Hanzaee 4
1 PhD Student, Department of Business Management, Qazvin Branch, Islamic Azad University
2 Corresponding Author, Associate Prof, Department of Business management, Allameh Tabataba'i University, Tehran, Iran. .
3 Assistant Prof, Department of Business management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
4 Associate Prof, Department of Business management, Science and Research Branch, Islamic Azad University
چکیده [English]

Present study seeks to investigate the components of retailing mix in chain stores in Iran. In this study, Qualitative research method thematic analysis approach was applied to explore the point of view of participants from chain stores, it has been selected because of its suitability for the purpose of research. On the whole, 25 the participants, who were specialists in the retailing industry and have five years of experience in this filed, were selected based on non-probability and Judgmental sampling method for further deep interview. It should be noted, data were analyzed by using coding in different steps. Out of a total of three hundred and thirty-four open codes, twenty categories and finally seven themes were extracted. The findings indicate that, the components of retailing mix in chain stores in Iran is made up of seven components including Store design, services, pricing, location, product management, communications and human resources. Eight categories also involve ordering time of product arrangement, need for personal respect, income of people living in each area, situational pricing, cultural restrictions on product delivery, display advertising, advertising on social networks, knowledge and satisfaction of sales staff for first time has been observed in this research.
Keywords: Retailing mix, Retail industry, Chain stores, Thematic analysis, Qualitative approach

کلیدواژه‌ها [English]

  • Retailing mix
  • Retail industry
  • Chain stores
  • Thematic analysisوQualitative approach

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پژوهشنامه مدیریت اجرایی
دوره 15، شماره 30
بهمن 1402
صفحه 277-310

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سابقه مقاله

  • تاریخ دریافت: 30 خرداد 1401
  • تاریخ بازنگری: 17 آذر 1401
  • تاریخ پذیرش: 07 فروردین 1403

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