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Mr Amir Hosein Beigzadeh, Dr Ahmad Askari, Dr Abdolah Naami, Dr Alireza Rousta,
Volume 6, Issue 4 (3-2020)
Volume 6, Issue 4 (3-2020)
Abstract
Background and Aim: Considering the importance of customer behavior, the purpose of this study is to present a local marketing model with emphasis on consumers' attitudes to purchase Iranian products with a customer information behavior approach.
Research Method: The method of this research was data-based theory and data collection was done through semi-structured interviews. Also, the statistical population of this research has been selected from all prominent academic experts with a scientific background related to marketing management and consumer behavior, managers and experts of companies.
Results: The results of the present study show the extraction of 6 main dimensions and 32 pivotal components in the form of a paradigm model including guerrilla marketing as a central category and causal conditions (knowledge, skills and marketing), underlying factors (functional advantages). Brand and social responsibility, intervening conditions (power resources, learning-based empowerment, communication model, customer relationship and consumer nationalism), strategies (corporate communication, comprehensive strategic planning, branding, creativity and innovation, Public relations and advertising) and consequences (intensity of brand competition, resource allocation, brand perception, branding and brand credibility).
Conclusion: Guerrilla marketing needs open minds and new attitudes to create amazing vibrancy in the audience by destroying the monotony of advertising. It has also replaced experience and imagination with high advertising costs, which have been very effective and useful based on psychological positions. In this type of marketing, not only the sale of the product and service is important, but also the profit of the sale of these products is highly considered.
Mr Ebrahim Beiraghipanah, Dr Ahmad Askari, Dr Abdolah Naami, Dr Alireza Rousta,
Volume 7, Issue 2 (12-2020)
Volume 7, Issue 2 (12-2020)
Abstract
Background and Aim: Considering the importance of customer behavior, the purpose of this study was to present a local marketing model with emphasis on consumers' attitudes to purchase Iranian products with a customer information behavior approach.
Research Method: The method was grounded based theory. Data collection was done through semi-structured interviews. Population consisted of managers and supervisors of Pars Khazar Company. Sample included 14 senior managers and supervisors and sampling had been done in two dimensions of theoretical sampling and snowball sampling. The basis for concluding the interviews was theoretical saturation.
Findings: Results show the extraction of 38 codes or basic concepts from interviews, 38 core categories and 20 main themes which is in the form of a paradigm model including: Consumer attitudes toward service innovation, cultural component and social component as title of central category and causal conditions (knowledge, skills and marketing), contextual factors (advantages of brand attitude functions, social responsibility and attitude towards Iranian products), intervening conditions (sources of power, learning-based empowerment, communication model, Customer Relationship and Consumer Nationalism), Strategies (Corporate Communications, Comprehensive Brand Attitude Strategy Planning, Creativity, Innovation, Public Relations, and Advertising) and Consequences (Intensity of Competition, Resources, Perception of Brand Attitude, Credibility, and Evaluation of Consumer Attitudes) From the expansion of the brand name.
Conclusion: The results was used as a first phase in examining consumers' attitudes in buying Iranian products. Also, applicable to consumer behavior experts as well as prominent academic professionals with a scientific background in marketing management. Based on the results, courtesy to official’s knowledge and skills in marketing would provide favorable conditions to improve consumers' attitudes toward Iranian goods.
Afshin Mohsen, Darioush Afshin, Alireza Rousta,
Volume 8, Issue 3 (11-2021)
Volume 8, Issue 3 (11-2021)
Abstract
Objective: The study aims to explain the role of brand equity in increasing market share, based on information seeking behavior and needs in Kish commercial centers.
Method: This is applied exploratory-explanatory qualitative research. Population included branding and economics experts who were selected as a research sample by targeted snowball method of 14 people. To analyze the information related to the semi-structured interview, the content analysis method based on open coding, axial coding and selective coding based on the data theory of the foundation was used.
Findings: The results showed that marketing strategies through 5 elements of product, price, location, promotion, process management. Management factors through two components of leadership and human resource management have added value to the brand of Kish commercial centers. The added value created creates a competitive advantage. Also, environmental capabilities include: Infrastructure, technology, environmental features, security and recreation as background conditions and external factors including political-economic factors, information seeking behavior and information needs through customer information and market information as an intervener. The competitive advantage of Kish commercial centers is affected and ultimately increases the market share or in other words the development of customers and improves the financial performance of these centers.
Results: The results showed that increasing market share is a complex process and is strongly influenced by brand value added, which is affected by marketing strategies and management factors. In addition, in order for Kish commercial centers to be known as a brand, they must first gather the necessary and sufficient information about customers and then the market.
Abolghasem Karimi, Alireza Rousta, Majid Ahmadi, Saeid Daniali,
Volume 11, Issue 1 (6-2024)
Volume 11, Issue 1 (6-2024)
Abstract
Information search strategies change rapidly in continuous mode, and successive searches gradually teach the user what can be retrieved inside the system. Users must be able to interact with the system appropriately to achieve their information needs. The information revolution is not a new issue, but understanding information seeking behavior is important and vital in this era. In future projects, extraordinary efforts should be made to create intelligent systems. Therefore, success or failure in this matter is not the responsibility of the new information technology, but it requires awareness of human needs and his behavior to obtain information. Therefore, in the companies based in Pardis Technology Park, according to the technology-oriented approach and innovation, it is necessary to pay attention to the issue of market information learning and joint innovative capacities to improve the organization's performance. Generally, because the environment and technology are constantly and rapidly changing, and specifically, the demographic characteristics of customers and their expectations undergo changes and transformations, Certainly, in order to have a successful presence in the national and international arena and their dynamism, as well as greater adaptation to environmental changes, these companies should aim to activate their potentials through improving the performance of the organization. In fact, this research seeks to answer the question of what is the role of explaining the effect of market information learning ability and joint innovative capacities on the organization's performance with an information approach?
Methods and Materoal
This research is based on the applied purpose and according to the descriptive type of correlation, according to the model, we should use the structural equation modeling method. The statistical community of the research is top and middle managers of companies that are members of Pardis Technology Park in Tehran. Using Cochran's formula, 384 people were selected as a sample and 400 questionnaires were distributed by available sampling method and 387 questionnaires were collected in 50 companies. The data collection method of this research was done by library method and using books and articles, and questionnaire was used in the field method. To measure the variable of market information learning ability with 7 items, internal learning ability with 10 items, relational learning ability with 7 items and administrative innovation with 6 items from Teece et al., 1997; Weerawardena et al., 2015; and to measure the variable of service innovation with 4 items and organization performance with 5 items from Thakur & Hale, 2013 questionnaire; and to measure the variable of shared innovative capacities with 3 items, Oly Ndubisi et al., 2019 questionnaire was used.
Resultss and Discussion
Demographic characteristics of the sample include gender, age and education. In the method of structural equation modeling, the fit of the model is checked to ensure the accuracy and correctness of the findings before implementing the model to test the hypotheses. Also, Cronbach's alpha indices of combined reliability of average variance were extracted and the coefficient of determination was used to measure the model. The average values of the extracted variance of all 7 model structures are at the optimal level. The amount of Cronbach's alpha and composite reliability is for all model constructs, so the questionnaire has good and acceptable reliability. The amount of Cronbach's alpha and combined reliability for all model constructs is more than 0/7, so the questionnaire has acceptable and acceptable reliability. The value of R2 for the endogenous constructs of the research confirms the appropriateness of the fit of the structural model. The results of the Q2 criterion for the endogenous structure indicate the appropriate predictive power of the model regarding the endogenous constructs of the research and indicate that the fitting model has appropriate and favorable predictive power. Confirmatory factor analysis is used to measure the reliability and validity of the measurement scale. The final results of the confirmatory factor analysis are reported in Table No. 4. Factor loadings greater than 5% have good validity. Figure 1, shows the confirmatory factor analysis for the whole model. Figure 2, shows the analysis of significant coefficients for the whole model. Since all the numbers on the paths are above 1/96%, it indicates the significance of the paths, the appropriateness of the structural model and the confirmation of all research hypotheses. The GOF criterion was used for the overall fit of the model, Since three values of 0/01, 0/25 and 0/36 are determined as weak, medium and strong values for GOF and on the other hand, the coefficient is in a good condition (0/598), Therefore, the results show that the fit of the model in the statistical population of the research is appropriate. Also, the t-test for all hypotheses is greater than 1/96. Therefore, with 95% confidence, the relationship between the variables is significant.
Conclusion
The present research was done by explaining the effect of market information learning ability and joint innovative capacities on the performance of the organization with an information approach. Organizational performance is a valuable activity at the community level. It also has a fundamental role in the economy and is considered as a useful tool to achieve economic growth and benefits of the organization. In fact, it is like an umbrella that includes all concepts related to the success and activities of the entire organization. In this research, 7 hypotheses were tested and the results of the hypothesis analysis indicate that the ability to learn market information plays a role in the internal learning ability (0/945) and the ability to learn interfaces (0/785) and internal learning ability (0/220) and interface learning ability (0/662) have been effective on administrative innovation. Also, administrative innovation has had an effect on the organization's performance (0/488), and shared innovative capacities have a significant effect on service innovation (0/904). Finally, service innovation has played a role in the organization's performance (0/590).
Methods and Materoal
This research is based on the applied purpose and according to the descriptive type of correlation, according to the model, we should use the structural equation modeling method. The statistical community of the research is top and middle managers of companies that are members of Pardis Technology Park in Tehran. Using Cochran's formula, 384 people were selected as a sample and 400 questionnaires were distributed by available sampling method and 387 questionnaires were collected in 50 companies. The data collection method of this research was done by library method and using books and articles, and questionnaire was used in the field method. To measure the variable of market information learning ability with 7 items, internal learning ability with 10 items, relational learning ability with 7 items and administrative innovation with 6 items from Teece et al., 1997; Weerawardena et al., 2015; and to measure the variable of service innovation with 4 items and organization performance with 5 items from Thakur & Hale, 2013 questionnaire; and to measure the variable of shared innovative capacities with 3 items, Oly Ndubisi et al., 2019 questionnaire was used.
Resultss and Discussion
Demographic characteristics of the sample include gender, age and education. In the method of structural equation modeling, the fit of the model is checked to ensure the accuracy and correctness of the findings before implementing the model to test the hypotheses. Also, Cronbach's alpha indices of combined reliability of average variance were extracted and the coefficient of determination was used to measure the model. The average values of the extracted variance of all 7 model structures are at the optimal level. The amount of Cronbach's alpha and composite reliability is for all model constructs, so the questionnaire has good and acceptable reliability. The amount of Cronbach's alpha and combined reliability for all model constructs is more than 0/7, so the questionnaire has acceptable and acceptable reliability. The value of R2 for the endogenous constructs of the research confirms the appropriateness of the fit of the structural model. The results of the Q2 criterion for the endogenous structure indicate the appropriate predictive power of the model regarding the endogenous constructs of the research and indicate that the fitting model has appropriate and favorable predictive power. Confirmatory factor analysis is used to measure the reliability and validity of the measurement scale. The final results of the confirmatory factor analysis are reported in Table No. 4. Factor loadings greater than 5% have good validity. Figure 1, shows the confirmatory factor analysis for the whole model. Figure 2, shows the analysis of significant coefficients for the whole model. Since all the numbers on the paths are above 1/96%, it indicates the significance of the paths, the appropriateness of the structural model and the confirmation of all research hypotheses. The GOF criterion was used for the overall fit of the model, Since three values of 0/01, 0/25 and 0/36 are determined as weak, medium and strong values for GOF and on the other hand, the coefficient is in a good condition (0/598), Therefore, the results show that the fit of the model in the statistical population of the research is appropriate. Also, the t-test for all hypotheses is greater than 1/96. Therefore, with 95% confidence, the relationship between the variables is significant.
Conclusion
The present research was done by explaining the effect of market information learning ability and joint innovative capacities on the performance of the organization with an information approach. Organizational performance is a valuable activity at the community level. It also has a fundamental role in the economy and is considered as a useful tool to achieve economic growth and benefits of the organization. In fact, it is like an umbrella that includes all concepts related to the success and activities of the entire organization. In this research, 7 hypotheses were tested and the results of the hypothesis analysis indicate that the ability to learn market information plays a role in the internal learning ability (0/945) and the ability to learn interfaces (0/785) and internal learning ability (0/220) and interface learning ability (0/662) have been effective on administrative innovation. Also, administrative innovation has had an effect on the organization's performance (0/488), and shared innovative capacities have a significant effect on service innovation (0/904). Finally, service innovation has played a role in the organization's performance (0/590).
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