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تاثیر شرایط اطمینان و عدم‌اطمینان در انتخاب برند تقلیدی (مطالعه موردی مشتریان داروخانه های شبانه روزی) | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 4، دوره 3، شماره 2 - شماره پیاپی 6، شهریور 1395، صفحه 89-106 اصل مقاله (492.9 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2017.7846.1034 | ||
| نویسندگان | ||
| سید نجم الدین موسوی* 1؛ زهرا قلی پور2 | ||
| 1دکتری مدیریت بازاریابی، استادیار دانشگاه لرستان | ||
| 2کارشناسی ارشد مددیریت بازاریابی | ||
| چکیده | ||
| مصرفکنندگان در تصمیمگیریهای خرید با درجات مختلفی از عدم‌اطمینان در مورد محصول پیشنهاد شده روبه رو هستند. از قبیل عدم‌اطمینان در مورد کیفیت محصول، مانند هنگامی که مصرف کننده هیچ دانشی در مورد برندی که در بازار هست، و اینکه چگونه عمل میکند، ندارد. هدف این پژوهش بررسی نقش عدم‌اطمینان و اطمینان در انتخاب برند تقلیدی یا برند متفاوت میباشد. جامعه آماری پژوهش مشتریان داروخانههای شبانه شهرستان خرمآباد میباشد که با توجه به فرمول کوکران 276 نفر برآورد گردید و برای آزمودن فرضیهها از آزمون نسبت استفاده شده است. نتایج نشاندهنده این است که افراد در شرایط عدم‌اطمینان برند تقلیدی را به سایر برندها ترجیح میدهند و در شرایط اطمینان برند متفاوت را به برند تقلیدی ترجیح میدهند | ||
| کلیدواژه‌ها | ||
| برند تقلیدی؛ شرایط اطمینان و عدم‌اطمینان؛ ذهنیت رایطه‌گرایی و ویژگی گرا | ||
| عنوان مقاله [English] | ||
| Effects of Certainty and Uncertainty on the Choice between a Copycat or Different Brand (Case Study:24-7 Pharmacies’ Customers in Khorram Abad City) | ||
| نویسندگان [English] | ||
| Seyed Najmedin Mousavi1؛ Zahra Gholipour2 | ||
| 1Ph.D. Marketing Management, Assistant Professor, Lorestan University | ||
| 2Master of Marketing Management | ||
| چکیده [English] | ||
| With purchasing decisions, consumers face varying degrees of uncertainty about the proposed product, such as uncertainty about the quality of the product, when the consumer has no knowledge of existing brand and how it works. The purpose of this study is to investigate the role of uncertainty (and certainty) in choosing the copycat or different brand. The population of the study is customers of 24-7 Pharmacies in Khorram abad city of and the sample size estimation is 276, according to Cochran's formula. Ratio test issued to test study hypotheses. The findings indicate that under conditions of certainty, consumers choose the different brand. Under conditions of uncertainty, however, they prefer copycat rather than different brand. | ||
| کلیدواژه‌ها [English] | ||
| Conditions of certainty and uncertainty, Copycat, Different brand, Relational Individuals, Feature individuals | ||
| مراجع | ||
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