ارائه مدل ارزیابی نقش بازاریابی حسی بر خرید آنی در فروشگاه های زنجیره ای منتخب استان مازندران

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

نویسندگان

1 دانشجوی دکتری بازرگانی ، دانشگاه آزاد اسلامی واحد ساری،ساری،ایران

2 استادیارگروه مدیریت بازرگانی،دانشگاه آزاد اسلامی،واحدساری،ایران

3 استادیارگروه مدیریت، دانشکده علوم انسانی، دانشگاه آزاد اسلامی، واحد فیروزکوه

چکیده

شرکت هاى بزرگ امروزه به دنبال روش ها و کانال هاى متنوعى هستند که با تمام ظرفیت خود از شیوه هاى نوین بازاریابى استفاده کنند تا بتوانند در فضاى جدید و بدون ارتباط یک طرفه و از طریق به کارگیرى روش هاى جدید به جذب مشتریان شان اقدام کنند. بدین منظور هدف تحقیق حاضر، ارائه مدل ارزیابی نقش بازاریابی حسی بر خرید آنی در فروشگاه های زنجیره ای می باشد که همزمان به اغلب مؤلفه های مؤثر بازاریابی حسی توجه نموده است. بدین منظور 15 نفر از خبرگان حوزه بازاریابی با روش نمونه گیری نظری انتخاب شدند و با آن ها تا رسیدن به اشباع نظری مصاحبه های عمیق صورت گرفت. برای تحلیل مصاحبه ها از نظریه داده بنیاد با رهیافت نظام مند و تکنیک کدگذاری سه سطحی استفاده شد. یافته ها حاکی از آن بوده است که عوامل محصول و عوامل طراحی، شرایط علی و عوامل جمعیت شناسی و عوامل محیطی شرایط مداخله گر را تشکیل دادند. همچنین، عوامل اجتماعی و میل به خرید آنی جزء شرایط زمینه ای دسته بندی شدند. بنابراین به صاحبان مشاغل پیشنهاد می شود که از استراتژی های خدمات بهینه، مشتری مداری، برندسازی و شبکه سازی به عنوان راهبرد های عملی که می تواند منجر به وفاداری در خریدهای آنی مصرف کنندگان شود استفاده نمایند.

کلیدواژه‌ها


عنوان مقاله [English]

Provide a Role Evaluation Model Sensory Marketing on Impulse Buying in the Chain Stores Selected in Mazandaran Province

نویسندگان [English]

  • Reza Kazemi 1
  • Majid Fattahi 2
  • Niloofar Imankhan 3
1 Ph.D. Student in Business, Islamic Azad University, Sari Branch, Sari, Iran
2 (Corresponding Author, Assistant Professor, Department of Management, Islamic Azad University, Sari Branch, Sari, Iran
3 Assistant Professor, Department of Management, Islamic Azad University, Firoozkooh Branch, Firoozkooh Branch, Iran
چکیده [English]

Large companies today are looking for a variety of methods and channels to use new marketing methods to their full potential in order to attract their customers in a new space without one-way communication and through the use of new methods. For this purpose, The purpose of the present study is to Provide a role evaluation of sensory marketing on the impulse buying model of chain stores, which has simultaneously focused on most of the effective components of sensory marketing. For this purpose, 15 marketing experts were selected by the theoretical sampling method and conducted in-depth interviews until the theoretical saturation. The data analysis was conducted using systematic approach theory and three-level coding technique. The findings indicated that product factors and design factors were causal factors, demographic and environmental factors constituted the confounding conditions. Also, social factors and the desire to impulse buying were categorized as contextual. Therefore, business owners are advised to use optimal service strategies, customer orientation, branding, and networking as practical strategies that can lead to loyalty in impulse consumer buying.

کلیدواژه‌ها [English]

  • Sensory Marketing
  • Impulse buying
  • Foundation Data Theory
Abedini, A. (2018). Sensory Marketing and Its Strategies in Top Companies in the World, National Conference on Management and E-Business with Resistance Economics Approach, Mashhad, Ferdowsi Institute of Higher Education, Mashhad (In Persian).
Badgaiyan, A. J., Verma, A., & Dixit, S .(2016). Impulsive buying tendency: Measuring important relationships with a new perspective and an indigenous scale. IIMB Management Review, 1-14.
Badgaiyan, A. J., & Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour—Evidence from India. Journal of Retailing and consumer services,21(4),537-549.
Behboodi, M. (2016). Sensory Marketing, A New Approach to Marketing, Quarterly Journal of Management and Accounting Studies Volume 2, Number 4, pp. 46-55 (In Persian).
Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management. 56 (2), 236-248.
Chen, J. S., Widjaja, A. (2016). Facebook C2C Social Commerce, A study of online impulse buying Decision Support Systems, 83: 57-69.
Chen, P. T. & Hu, H. H. (2009). "The Effect of Relational Benefits on Perceived Value in Relation to Customer Loyalty: An Empirical Study in the Australian Coffee Outlets Industry", International Journal of Hospitality Management, 29(3), 405-412.
Faizabadi, H., Zanganeh, M., Shojaee, S., Mehrani, H. (2018). Investigating the Effect of Background Music on the Intentin to Buy through Stimulation, Joy, Trust, and the Moderating Product Level. Journal of Business Management, 10(4), 761-776 (in Persian).
He , H. Li, Y. & Harris, L. (2011). “Social Identity Perspective on Brand Loyalty”, Journal of Business Research, doi:10.1016/j.jbusres.03.007.
Jones, M., Reynolds, K., Weun, S., & Beatty, S. (2003) ."The productspecific nature of impulse buying tendency", Journal of BusinessResearch, 56(7), 505–511.
Kacen, J. J., Hess, J. D., & Walker, D. (2012). Spontaneous selection: The influence of product and retailing factors on consumer impulse purchases. Journal of Retailing and Consumer Services, 19(6), 578-588.
Karbasivar ,A., & Yarahmadi ,H. (2012). Evaluating Effective Factors on Consumer Impulse Buying Behavior, Asian Journal of Business Management Studies ,5 (1), 131-131 (In Persian).
Khuong, M.N. & Tran, T.B. (2015). Factors affecting impulse buying toward fashion products in Ho Chi Minh City – a mediation analysis of hedonic purchase. International Journal of Trade, Economics, and Finance, 6(4):223-229
Krishna, A. (2013). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351.
Krishna, A. (2011). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, Volume (22), Issue 3, PP 332–351.
Liang, Y. P. (2012). The relationship between consumer product involvement, product knowledge and impulsive buying behavior. Procedia-Social and Behavioral Sciences, 57, 325-330.
Lin, Y., Hsu, C., Chen, M., & Fang, Ch. (2017). New gratifications for social word-of-mouth spread via mobile SNSs: Uses and gratifications
approach with a perspective of media technology, Telematics and
Informatics, 34(4), 382-397.
Mihic, Mirela. And Kursan, Ivana. (2010). "Assessing the situationalfactors and impulsive buying behavior: Market segmentation approach",Management: Journal of Contemporary Management Issues, Vol. 15, 2, pp. 47-66.
Moeller, F. G., Barratt, E.S., Dogaherty, D.M., Schmitz, J.M. &swann, A.c. (2014). psychintne aspects of impolasitivity, American your of psychiatry, 158 (11): 1783-1793.
Mohamadi, B. (2014). Basic of qualitative research grounded theory. Tehran: Institute of Humanities and Cultural Studies (in Persian).
Moniri, M. (2013). Investigating the Factors Influencing Instant Buying Behavior on Volatile Places in Tehran, MA Thesis, Payame Noor University, Payame Noor University of Tehran, Faculty of Social and Political Sciences (In Persian).
Nikbakht, M. J. , Meshbeki, A. & Khodadad Hosseini, S. H. (2015). Investigating the Impact of Buyer and In-Store Immediate Factors on Instant Shopping in Chain Stores, Business Management, 7, (4), 985-104 (In Persian).
Rahimizadeh,A., & Esfahani, M.E. (2015). Investigation of Factors Affecting Sudden Shopping Behavior in Mashhad Chain Stores (Case Study of Proma Chain Store) Novin Marketing Research, Volume 4, Number 3 (In Persian).
Smilansky, Sh.,& Darghi, P. (2010). Sensory Marketing: A Practical Guide to Brand Interactive Experience (A Revolution in Traditional Marketing and Advertising), Publisher: Rasa.
Sohrabi, R.; Samadi, A; Yousefifard, A. (2014) ."Design and testing of customers' sudden buying behavior",QuarterlyBusiness Management Research, Volume 6, Number 11, pp. 180-147(In Persian).
Tifferet, S., & Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consumption. Journal of Product & Brand Management, 21(3), 176-182.
Verplanken, B., & Sato, A. (2011). The psychology of impulse buying: An integrative selfregulation approach. Journal of Consumer Policy, 34(2), 197-210.
Yoon‚ S. J‚ & Park‚ J. E. (2012). Do sensory ad appeals influence brand attitude? Journal of Business Research‚ 65(11)‚ 1534-1542.
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2019). The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 106178(In Persian).