بررسی اثر ابعاد ترفیعات فروش و اثرات بین فردی بر تمایل به خرید کالاهای بازار خاکستری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار دانشگاه علامه طباطبایی

2 دانشجوی دکتری مدیریت سیاست گذاری بازرگانی، دانشگاه علامه طباطبایی

3 کارشناس ارشد آمار ریاضی و مدرس دانشگاه

10.29252/bar.9.18.107

چکیده

در سال‌های اخیر عرضه کالاهای مختلف خارج از کانال‌های رسمی توزیع شکلی از بازار را به وجود آورده که به بازار خاکستری شناخته می‌شود. این شکل از بازار به دلیل ماهیت خود برای مصرف‌کنندگان و تولیدکنندگان مزایا و معایبی به همراه دارد. با توجه به اینکه تاکنون هیچ مطالعه‌ای به بررسی اثرات بین فردی و ترفیعات فروش در بازار خاکستری نپرداخته است، این تحقیق با توجه به‌ضرورت شناخت این بازار و همچنین نحوه رفتار مصرف‌کننده در آن سعی دارد تا به بررسی اثر ابعاد ترفیعات فروش و اثرات بین فردی بر تمایل به خرید مصرف‌کنندگان بپردازد. نوع تحقیق علّی است و جامعه‌ی آماری این پژوهش، مشتریان مراکز خرید و فروشگاه‌های لوازم‌خانگی (که حق نمایندگی فروش از تولیدکننده را ندارند) در کرمان است. تعداد نمونه آماری 350 نفر و برای جمع‌آوری داده‌ها از پرسشنامه استفاده‌شده است. نتایج تحقیق حاکی از آن است که ترفیعات پولی بر کیفیت ادراک‌شده اثرگذار است اما ترفیعات غیر پولی اثری بر کیفیت ادراک‌شده ندارد. از طرفی مشخص شد که اثرات هنجاری و اطلاعاتی بین فردی بر مصرف پرستیژی اثرگذارند. نتیجه دیگری که این مطالعه به آن دست‌یافت اثرگذاری کیفیت ادراک‌شده و مصرف پرستیژی بر تمایل به خرید کالاهای بازار خاکستری است.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Effect of Sales Promotions and Interpersonal Dimensions on the Gray Market Goods Purchase Intentions

نویسندگان [English]

  • Zohreh Dehdashti Shahrokh 1
  • Bahram Jabarzadeh Karbasi 2
  • Parya Jangi Poor Afshar 3
1 Associate Professor, Faculty of Management, Allameh Tabatabai University
2 PhD student of Business Management, Allameh Tabatabai University
3 MSc in Mathematical Statistics and lecturer
چکیده [English]

In recent years, the supply of goods outside official channels of distribution has created a type of market that is known as gray market. Because of its nature, this market has advantages and disadvantages for consumers and manufacturers. Given that no study has been conducted on interpersonal and sales promotion effects, and due to the necessity of knowing the market and consumer behavior, this study aims to investigate the impact of sales promotions and interpersonal effects on consumers’ purchase intentions. The study is a causal one, and statistical population consists of the customers of home appliances stores (which are not manufacturers’ agents) in Kerman. The number of participants is 350, and questionnaires are used to collect data. The results suggest that monetary promotions impact the perceived quality, but non-monetary promotions have no impact on the perceived quality. Also, it was found that normative and informational interpersonal factors influence the status consumption. Another result of this study is the effect of the perceived quality and the status consumption on the intention to purchase gray market goods.

کلیدواژه‌ها [English]

  • Gray market
  • Interpersonal effects
  • Perceived quality
  • Sales promotions
  • Status consumption
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