پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شمارهها | 938 |
| تعداد مقالات | 7,708 |
| تعداد مشاهده مقاله | 12,650,936 |
| تعداد دریافت فایل اصل مقاله | 9,008,722 |
ارائه مدل پیشبینی کننده رفتار خریداران برندهای ایرانی با بکارگیری الگوریتم ژنتیک در بهینه سازی درخت تصمیم: صنعت لوازم خانگی برقی | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 4، دوره 4، شماره 1 - شماره پیاپی 9، خرداد 1396، صفحه 107-134 اصل مقاله (2.73 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2018.15279.1309 | ||
| نویسندگان | ||
| مرتضی ملکی مین باش رزگاه* 1؛ محمد علی سیاه سرانی کجوری2 | ||
| 1استادیار مدیریت بازارگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران | ||
| 2دکترای مدیریت بازاریابی بینالملل، دانشگاه سمنان، ایران | ||
| چکیده | ||
| هدف پژوهش حاضر، ارایه مدل پیشبینیکننده رفتار خریداران برندهای ایرانی و خارجی بود، که این امر در دو گام مرتبط با هم انجام شد. در گام اول، با استفاده از یک پرسشنامهی 26 شاخصه که از طریق مرور پیشینه پژوهش حاصل شد، نظرات 858 مشتری مازندرانی در مورد خرید برندهای ایرانی یا خارجی بر اساس رفتار واقعی خرید جمعآوری شد؛ پس از پیشپردازش دادهها، به منظور دستیابی به محدوده جواب بهینه، الگوریتم ژنتیک مورد استفاده قرار گرفت و ویژگیهای موثر انتخاب شدند. در گام دوم، رفتار خرید مشتریان با استفاده از درخت تصمیم مورد تحلیل قرار گرفت و مدلهای بهینه و قواعد اگر-آنگاه مرتبط با خریداران استخراج شد. نتایج نشان داد که ادراک از تهدیدات خارجی، حمایت از تولید ملی و درآمد، شاخصهای اصلی در تفکیک خریداران برندهای ایرانی و خارجی است و هر چه سطح ادراک از تهدیدات خارجی و حمایت از تولید ملی در مشتری بیشتر باشد، گرایش او به برند داخلی بیشتر است؛ این در حالی است که طیفهای درآمدی بالاتر، گرایش بیشتری نسبت به خرید برند خارجی دارند. | ||
| کلیدواژهها | ||
| برند ایرانی؛ الگوریتم ژنتیک؛ درخت تصمیم؛ لوازم خانگی برقی | ||
| عنوان مقاله [English] | ||
| A Predictive Model of Behavior of Purchasers of Iranian Brands by Applying the Genetic Algorithm in Optimization of Decision Tree: Electric Appliance Industry | ||
| نویسندگان [English] | ||
| Morteza Maleki MinBashRazgah1؛ Mohammad Ali Siahsarani kojouri2 | ||
| 1. Assistant Prof., Faculty of Business Management, DoS in Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
| 2PhD in International Marketing, Semnan University, Semnan, Iran | ||
| چکیده [English] | ||
| The purpose of this study is to provide a predictive model of the Behavior of Iranian Brands’ Purchasers, which was carried out in two co-ordinated steps. In the first step, a 26-item questionnaire has been employed, which was developed through literature review. The comments of 856 Mazandarani customers on the purchase of Iranian and foreign brands were collected based on actual purchase behavior. After pre-processing of data, in order to achieve the optimal solution range, the genetic algorithm was used and effective characteristics were selected. In the second step, the purchase behavior of buyers of Iranian and foreign brands was analyzed using a decision tree and the optimal models, and IF-THEN rules of purchasers of domestic and foreign brands were obtained. The results showed that the perception of external threats, national production support and income, are main indicators in separating purchasers of Iranian and domestic brands, and the higher is the perception of external threats and national production support in the customer, the higher the tendency to domestic brands; meantime, the groups of people with higher income have more aptness to buy foreign brands. | ||
| کلیدواژهها [English] | ||
| Iranian brand, Genetic algorithms, Decision trees, Electrical appliances | ||
| مراجع | ||
|
Afkhami, A. M. and Khalili, S. A. (2013). A Review on the Role of Personality Factors in Formation of Silence in Knowledge Personnel, Management researches, Vol 5(18), 65-83. (in Persian)
Alborzi, M., Pourzarandi, M. E. M., khanbabaei, M. (2011). Using Genetic Algorithm in Optimizing Decision Trees for Credit Scoring of Banks Customers, Journal of Information Technology Management,Vol 2(4), 23-38. (in Persian)
Audra I. Mockaitis , Laura Salciuviene & Pervez N. Ghauri (2013). On What Do Consumer Product Preferences Depend? Determining Domestic versus Foreign Product Preferences in an Emerging Economy Market, Journal of International Consumer Marketing, 25:3, 166-180.
Balochi, H., HasangholiPour, T., Maleki Min Bashe Razgah, M., SiahSarani kojori, M. A. (2015). The Effect of Brand Trust and Brand Identity on Brand Evangelism, Journal management system, Vol 7 (14), 77-98. (in Persian)
Beaudoin, P., Moore, M.A. and Goldsmith, R.E. (1998). Young fashion leaders’ and followers’ attitudes toward American and imported apparel, Journal of Product and Brand Management, Vol. 7 No. 3, pp. 193-207.
Bhaskaran, S., and N. Sukumaran. (2007). Contextual and methodological issues in COO studies, Marketing Intelligence and Planning, 25 (1): 66–80.
Bilkey, W.J. and Nes, E. (1982). Country of origin effect on product evaluations, Journal of International Business Studies, Vol. 13, pp. 89-99.
Brakus, J. J., Schmitt, B. H. and Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?, Journal of Marketing, 73 (3), pp. 52-68.
Damanpour, F. (1993). Temporal shifts of developed countryimages: a 20 year view, in Papadopulos, N. and Heslop, L.A. (Eds), Product-Country Images, pp. 357-78.
Elliott, G.R. and Camoron, R.C. (1994). Consumer perception of product quality and the country of origin effect, Journal of International Marketing, Vol. 2 No. 2, pp. 49-62.
Gao, H., and J. Knight. (2007). Pioneering advantage and product-country image: Evidence from an exploratory study in China. Journal of Marketing Management, 23 (3–4): 367–385.
Ghafari Ashtiani, P., Charsetad, P., Loni, N. (2010). Analysis of Factors Affecting Consumer Preferences for Foreign Versus Domestic Brands, Journal of Marketing Management, Vol 5 (8), 227-253. (in Persian)
Ghasem Ahmad L. (2013a). Using Data Mining Techniques for Predic-tion Breast Cancer Recurrence. Iranian Journal of Breast Disease. 5(4):23–34.
Ghasem Ahmad L. (2013b). Review top 7 Algorithms in Data Mining for Pre-diction Survivability, Diagnosis and Recurrence of Breast Cancer. Iranian Journal of Breast Disease. 6(1):52–61.
Ghorbani Ghavidel, S., Shabgo Monsef, M. S. (2014).The Impact of Brand Credibility on Customers’ Loyalty from the Appliances Buyers Perspective, Journal of Marketing Management, Vol 9(23), 59-78. (in Persian)Gurhan-Canli, Z. and Maheswaran, D. (2000). Cultural variations in country of origin effects, Journal of Marketing Research, Vol. 37 No. 3, pp. 309-17.
Herche, J. (1992). A note on the predictive validity of the CETSCALE, Journal of the Academy of Marketing Science, Vol. 20, pp. 261-4.
Ian Phau Yip Siew Leng, (2008). Attitudes toward domestic and foreign luxury brand apparel, Journal of Fashion Marketing and Management: An International Journal, Vol. 12 (1), pp. 68 – 89.
Jae-Eun Chung Dawn Thorndike Pysarchik, (2000). A model of behavioral intention to buy domestic versus imported products in a Confucian culture, Marketing Intelligence & Planning, Vol. 18 Iss 5 pp. 281 – 291.
John J. Watson Katrina Wright, (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products, European Journal of Marketing, Vol. 34 Iss 9/10 pp. 1149 – 1166.
Kaynak, E. and Kara, A. (2002). Consumer perceptions of foreign products: an analysis of product-country images and ethnocentrism, European Journal of Marketing, Vol. 36, Nos 7/8, pp. 928-49.
Khorshidi, G. H., Arefi, A., and Fayazi Azad, A. (2010). Perceptual perception of Iranian and Korean home appliances, Journal of business management, Vol 1, 77-93. (in Persian)
Lantz, G. and Loeb, S. (1996). Country of origin and ethnocentrism: an analysis of Canadian and American preferences using social identity theory, Advances in Consumer Research, Vol. 23, pp. 374-8.
Maleki Min Bashe Razgah, M. and SiahSarani kojori, M. A. (2013). Surveying the effect of the intangible capitals on the firm's performance with the intermediary effect of the marketing capabilities, Journal of Executive Management, Vol 5(9), 149-172. (in Persian)
Mohamad, O., Ahmed, Z.U., Honeycutt, E.D. Jr and Tyebkhan, T.H. (2000). Does ‘made in. . .’ matter to consumers? A Malaysian study of country of origin effect, Multinational Business Review, Vol. 8 No. 2, pp. 69-74.
Motaharinejad, F., Samadi, S., Tolabi, Z., Pour Ashraf, Y. (2014). Studying the Relationship between Brand and Consumer (Case Study: Electrical Home Appliance), Journal of Marketing Management, Vol 9(23), 127-147. (in Persian)NajmRoshan, S., Nasrollahi, Z., Tabatabaee Nasab, S. M (2012). Identifying & Prioritizing Effective Parameters on Corporate Reputation in Home Appliances Industry, Journal management system, Vol 3(6), 75-104. (in Persian)
Nalchikaashi, A., Rasoulian, M., Bujaari, H. (2012). Surveying Consumer Purchase Behavior Toward Foreign Versus Local Brands, Journal of development evolution management, 8, 47-56. (in Persian)Nikookar, G. H., Divandari, A., Ebrahimi, A., Esfidani, M. R(2009). Consumer Behavior Pattern and Internet Marketing Strategy: home appliances industry, Journal of Business Management, Vol 1 (2), 135-150. (in Persian)
O’Cass, A. and Frost, H. (2002). Status brands: examining the effects of non-product-related brand associations on status and conspicuous consumption, The Journal of Product and Brand Management, Vol. 11 No. 2, pp. 67-88.
Oskoei, M. A. and Ghasemmzade, M. (2016). Application of Heuristic Rules and Genetic Algorithm in ARMA Model Estimation for Time Series Prediction, Journal of Information Technology Management, Vol 8(1), 1-26. (in Persian)
Pecotich, Anthony and Steven Ward.( 2007). Global branding, country of origin and expertise An experimental evaluate on, International Marketing Review, Vol 24, No. 3, pp 271-296.
Pharr, J. M. (2005). Synthesizing country of origin research from the last decade: Is the concept still salient in an era of global brands? Journal of Marketing, 13 (4): 34–45.
Roosta, A., Davar, V., Ebrahimi, A. (2010). Marketing management, Samt publication, Tehran. (in Persian)
Roth, M. and Romeo, J. (1992). Matching product category and country image perceptions: a framework for managing country of origin effects, Journal of International Business Studies, Vol. 23 No. 3, pp. 477-97.
Schmitt, B.H. (2009). The concept of brand experience, Journal of Brand Management, 16 (7), pp. 417-419.
Sharma, S., Shimp, T. and Shin, J. (1995). Consumer ethnocentrism: a test of antecedents and moderators, Journal of the Academy of Marketing Science, Vol. 23 No. 1, pp. 26-37.
Sharma, S., Shimp, T.A. and Shin, J. (1995). Consumer ethnocentrism: a test of antecedents and moderators, Journal of the Academy of Marketing Science, Vol. 23, pp. 26-37.
Shimp, T. and Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE, Journal of Marketing Research, Vol. 24, pp. 280-9.
Sobhanifard, Y., Akhavan Kharraziyan, M., Mohammad zamani, M., Ansari, A. (2012). Explaining the home appliance brand strategies by Iranian customer view, Journal of Strategic Management Studies, Vol 10, 97-112. (in Persian)
Taleghani, M., Shahroudi, K., Sanei, F. (2012) Comparison between AHP and FAHP in buyer preferences ranking (Case study: house hold industry), Journal of Operational Research in Its Applications, 9 (1), 81-91. (in Persian)
Tanja, Dmitrovic, Irena Vida, James Reardon (2009). Purchase behavior in favor of domestic products in the West Balkans, International Business Review, 18 (2009) 523–535.
Tsai, C.F. and Chen, M. L. (2010). Credit Rating by Hybrid Machine Learning Techniques, Applied Soft Computing, 10 (2): 374-380.
Usunier, J.-C. (2006). Relevance in business research: The case of country-of-origin research in marketing. European Management Review, 3:60–73.
Wall, M. and Heslop, L.A. (1986). Consumer attitudes toward Canadian-made versus imported product, Journal of the Academy Marketing Science, Vol. 14, pp. 27-36.
Wall, M. and Heslop, L.A. (1989). Consumer attitudes towards the quality of domestic and imported apparel and footwear, Journal of Consumer Studies and Home Economics, Vol. 13, pp. 337-58.
Wang, C. L., and Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects, Journal of Consumer Marketing, Vol. 21 Iss 6 pp. 391 – 400.
Westbrook, R. A. (1987). Product/consumption-based affective responses and post purchase processes, Journal of Marketing Research, 24 (3), pp. 258-270.
Whitaker, R., (2006). Validation of Analytic Hierarchy Process and Analytic Network Process, Mathematical and computer modeling.
Yasin, M. & Shamim, A. (2013). Brand love: Mediating role in purchase intentions and word-of mouth, IOSR Journal of Business and Management, 7 (2), pp. 101-109.
Yogesh Upadhyay and Shiv Kumar Singh(2006). Preference for domestic goods: A study of consumer ethnocentrism, The Journal of Business Perspective, Vol. 10. No.3, 59-60.
Zeithaml, Valarie. A(1988). consumsr perceptions of price, Quality and value. Ameans-end Modeland synthesis of Evidence. J. of marketing. 52.pp 2-22.
| ||
|
آمار تعداد مشاهده مقاله: 962 تعداد دریافت فایل اصل مقاله: 930 |
||