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ارائه چارچوب ادراکهای مصرفکننده از تخفیف و مدیریت ادراکهای خلق ارزش و تخریب ارزش | ||
| پژوهشنامه مدیریت اجرایی | ||
| مقاله 3، دوره 11، شماره 22، بهمن 1398، صفحه 57-85 اصل مقاله (1006 K) | ||
| نوع مقاله: مدیریت استراتژیک (برنامه‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسبوکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . ) | ||
| شناسه دیجیتال (DOI): 10.22080/jem.2020.17642.3041 | ||
| نویسندگان | ||
| فاطمه رستمی1؛ محسن نظری* 2 | ||
| 1دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، پردیس البرز دانشگاه تهران، تهران، ایران | ||
| 2دانشیار گروه مدیریت، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
| تاریخ دریافت: 06 آذر 1398، تاریخ بازنگری: 26 دی 1398، تاریخ پذیرش: 13 بهمن 1398 | ||
| چکیده | ||
| این تحقیق به دنبال شناسایی ادراکهای مثبت و منفی است که مشتریان به تخفیف ارایه شده در فروشگاهها نسبت میدهند. با شناخت ادراکها میتوان به مدیریت آنها پرداخت و ادراکهای مثبت را تقویت و ادراکهای منفی را بهبود نمود تا به تخریب ارزش منجر نشود. این پژوهش ابتدا با استفاده از فراترکیب و سپس برای شناخت ادراکهای مصرفکنندگان از تخفیف با 17 مصرفکننده و به منظور مدیریت بهبود ادراکهای منفی تخریبکننده ارزش و ارتقا ادراکهای مثبت ایجادکننده ارزش با 14 نفر از مدیران و خبرگان مصاحبههای عمیق انجام شد. با استفاده از تحلیل تم مصاحبههای عمیق با مصرفکنندگان، ادراکهای آنان استخراج و با نتایج فراترکیب مقایسه و ترکیب شد. بدین منظور مصاحبهها برای کدگذاری وارد نرمافزار مکسکیودیاِی شدند، پس از کدگذاری در مرحله دوم 128 کدِ متمایز شناسایی شد. از بین کدهای شناسایی شده، کدِ عدمکیفیت (15 ارجاع)، خرید بهینه (11ارجاع)، حس خوشایند (9 ارجاع) و حقه و فریبدهنده (7 ارجاع)، بیشترین اهمیت را از نظر تعداد ارجاع داشتند. در مرحلة بعد کدها در قالب 45 تم فرعی و در نهایت تمها در 9 تم اصلی تقسیمبندی شدند. همچنین از بین کدهای شناسایی شده با مدیران بازاریابی و فروش و خبرگان برای مدیریت ادراکها، تخفیف حجمی (8 ارجاع)، مرجوعی کالا (8 ارجاع)، ذکر سود در فاکتور (7ارجاع) و خرید آنلاین (6 ارجاع)، بیشترین اهمیت را از نظر تعداد ارجاع داشتند. | ||
| کلیدواژه‌ها | ||
| ادراکهای تخفیف؛ خلق ارزش؛ تخریب ارزش؛ قیمت‌گذاری؛ روش فراترکیب | ||
| عنوان مقاله [English] | ||
| Framework of Consumer Perceptions of Discounts and Perceptions Management of Value Creative and Value Destruction | ||
| نویسندگان [English] | ||
| Fatemeh Rostami1؛ Mohsen Nazari2 | ||
| 1PhD student, of Business Management ,Management Faculty , Alborz Pardis, University Of Tehran, Tehran, Iran | ||
| 2Associate professor, Management department, Faculty of Management, University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| The purpose of this study is to identify positive and negative perceptions of consumers about store discounts. Identifying customer perceptions can facilitate its management and enhance positive perceptions and improve negative perceptions. This study was initially carried out using a Meta-Synthesis method. And then we interviewed 17 consumers to understand consumer perceptions of discounts. In-depth interviews were also conducted with 14 executives and experts to manage the improvement of negative perceptions of value Destruction and promote positive perceptions of value creation. Using thematic analysis of in-depth interviews with consumers, their perceptions were extracted and compared with Meta-Synthesis results. The Interviews were introduced to MAXQDA software for coding. After coding process, in the second step, 128 codes were identified. From the referral point of view, poor quality code (15 referrals), optimum purchase (11 referrals), pleasant sense (9 referrals), tricks and deceit (7 referrals), production with in-store price tag (7 referrals), regret and sense of shame (4 references), were most important based on their referral frequencies. In the next step, the codes were divided into 45 Sub themes and finally themes into 9 Main themes. From the referral point of view in the third phase, Volume discount (8 referrals), Return of Goods (8 referrals), Mention the profit on the purchase invoice (7 referrals) and Online shopping (6 referrals), were most important based on their referral frequencies. | ||
| کلیدواژه‌ها [English] | ||
| Discount Perceptions, Value Creative, Value Destruction, Pricing, Meta-Synthesis Method | ||
| مراجع | ||
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