نسخه پاییز 1398
نوع مقاله :
کد پذیرش :
موضوعی تعریف نشده!
مجید مددی، یاسر شرج شریفی
کلید واژه :
مصرف کنندگان ایرانی، کالای ایرانی، عوامل پیچیده بازاریابی، ناهنجاری های رفتاری، فرهنگ مصرف کننده.
Effective Complex Factors for Consumer Choice of Iranian Goods: problems and solutions
With neglecting native products and increasing consumption of foreign goods by Iranian consumers, competition between native and foreign products has been increased in Iranian markets. Here, we have investigated the attitude and behavioral intentions of consumers in choosing Iranian goods and the impact of quality and price on the purchase decision of consumers with scientific and practical solutions to this problem. National manufacturing companies need to move beyond their competitiveness to external competitors as quickly as possible, and embark on globalization activities as a key infrastructure strategy that requires competitive advantage to satisfy both native and other consumers. Due to the intense competition in international markets, the only condition for any manufacturer to survive is to adapt to these changes and then to incorporate elements of the marketing mix. With rising the global village, companies that enter the international arena of competitiveness should be provide more options to their customers in providing products or services than other competitors, otherwise they will have no place in foreign markets. This advantage can be lower in price than competitors' similar products, superior quality, more and better after-sales service and any value that distinguishes a company's products and services from those of other competitors.
key words :
Iranian consumers, Iranian goods, Complex marketing factors, Behavioral abnormalities, consumer’s culture.
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