ارائه چارچوب ادراک‌های مصرف‌کننده از تخفیف و مدیریت ادراک‌های خلق ارزش و تخریب ارزش

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

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، پردیس البرز دانشگاه تهران، تهران، ایران

2 دانشیار گروه مدیریت، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

این تحقیق به دنبال شناسایی ادراک­های مثبت و منفی است که مشتریان به تخفیف ارایه شده در فروشگاه­ها نسبت می­دهند. با شناخت ادراک­ها می­توان به مدیریت آن­ها پرداخت و ادراک­های مثبت را تقویت و ادراک­های منفی را بهبود نمود تا به تخریب ارزش منجر نشود. این پژوهش ابتدا با استفاده از فراترکیب و سپس برای شناخت ادراک­های مصرف­کنندگان از تخفیف با 17 مصرف­کننده و به منظور مدیریت بهبود ادراک­های منفی تخریب­کننده ارزش و ارتقا ادراک­های مثبت ایجاد­کننده ارزش با 14 نفر از مدیران و خبرگان مصاحبه­های عمیق انجام شد. با استفاده از تحلیل تم مصاحبه­های عمیق با مصرف­کنندگان، ادراک­های آنان استخراج و با نتایج فراترکیب مقایسه و ترکیب شد. بدین منظور مصاحبه­ها برای کد­گذاری وارد نرم­افزار مکس­کیو­دی­اِی شدند، پس از کد­گذاری در مرحله دوم 128 کدِ متمایز شناسایی شد. از بین کد­های شناسایی شده، کدِ عدم­کیفیت (15 ارجاع)، خرید بهینه (11ارجاع)، حس خوشایند (9 ارجاع) و حقه و فریب­دهنده (7 ارجاع)، بیشترین اهمیت را از نظر تعداد ارجاع داشتند. در مرحلة بعد کد­ها در قالب 45 تم فرعی و در نهایت تم­ها در 9 تم اصلی تقسیم­بندی شدند. همچنین از بین کد­های شناسایی شده با مدیران بازاریابی و فروش و خبرگان برای مدیریت ادراک­ها، تخفیف حجمی (8 ارجاع)، مرجوعی کالا (8 ارجاع)، ذکر سود در فاکتور (7ارجاع) و خرید آنلاین (6 ارجاع)، بیشترین اهمیت را از نظر تعداد ارجاع داشتند.

کلیدواژه‌ها

عنوان مقاله [English]

Framework of Consumer Perceptions of Discounts and Perceptions Management of Value Creative and Value Destruction

نویسندگان [English]

  • Fatemeh Rostami 1
  • Mohsen Nazari 2
1 PhD student, of Business Management ,Management Faculty , Alborz Pardis, University Of Tehran, Tehran, Iran
2 Associate professor, Management department, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

The purpose of this study is to identify positive and negative perceptions of consumers about store discounts. Identifying customer perceptions can facilitate its management and enhance positive perceptions and improve negative perceptions. This study was initially carried out using a Meta-Synthesis method. And then we interviewed 17 consumers to understand consumer perceptions of discounts. In-depth interviews were also conducted with 14 executives and experts to manage the improvement of negative perceptions of value Destruction and promote positive perceptions of value creation.   Using thematic analysis of in-depth interviews with consumers, their perceptions were extracted and compared with Meta-Synthesis results. The Interviews were introduced to MAXQDA software for coding. After coding process, in the second step, 128 codes were identified. From the referral point of view, poor quality code (15 referrals), optimum purchase (11 referrals), pleasant sense (9 referrals), tricks and deceit (7 referrals), production with in-store price tag (7 referrals), regret and sense of shame (4 references), were most important based on their referral frequencies. In the next step, the codes were divided into 45 Sub themes and finally themes into 9 Main themes. From the referral point of view in the third phase, Volume discount (8 referrals), Return of Goods (8 referrals), Mention the profit on the purchase invoice (7 referrals) and Online shopping (6 referrals), were most important based on their referral frequencies.

کلیدواژه‌ها [English]

  • Discount Perceptions
  • Value Creative
  • Value Destruction
  • Pricing
  • Meta-Synthesis Method

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پژوهشنامه مدیریت اجرایی
دوره 11، شماره 22
بهمن 1398
صفحه 57-85

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سابقه مقاله

  • تاریخ دریافت: 06 آذر 1398
  • تاریخ بازنگری: 26 دی 1398
  • تاریخ پذیرش: 13 بهمن 1398

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