Designing a Marketing Pattern for Retailers of Consumer Goods on Fast Moving Consumer Goods and its Effect on Consumer Behavior

Journal of System Management

دوره 7، شماره 3، آذر 2021، صفحه 333-352   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2021.1943025.1547

نویسندگان

Mostafa Ebrahimi¹؛ Ismail Hassanpour Ghoroghchi^{* 1}؛ Vahidreza Mirabi²؛ Serajodin Mohebi¹

¹Department of Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran

²Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده

Today, due to the globalization of organizations and product diversity, product sales competition has become more important in the marketing of fast-moving consumer goods. Different strategies can be used to differentiate goods in retail stores. The importance of retailers of fast-moving consumer goods and its effect on consumer behavior prompted the researcher to investigate this issue. It should be noted that due to the prevailing culture in Iran (unlike abroad), Iranian retailers take responsibility for marketing their goods in stores. As a result, designing a marketing pattern for retailers of fast-moving consumer goods can have a significant effect on the prosperity of this market segment. In this research, through qualitative research method and interview, we designed the marketing model of retailers of fast-moving consumer goods and its effect on consumer behavior. First, by reviewing the theoretical literature and using the content analysis method from two ways, manually and using Max QDE software to the four main themes "Consumer factors in marketing, marketer tasks, store management and behavior "Consumer" achieved and the marketing model of retailers of fast-moving consumer goods and its effect on consumer behavior was designed based on theoretical studies and interviews with 10 retailers. Finally, suggestions were made to reduce the gap and achieve the desired situation.

کلیدواژه‌ها

Retailers' Marketing Pattern؛ Fast-Moving Consumer Goods؛ Consumer Behavior

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