تاثیر شرایط اطمینان و عدم‌اطمینان در انتخاب برند تقلیدی (مطالعه موردی مشتریان داروخانه های شبانه روزی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت بازاریابی، استادیار دانشگاه لرستان

2 کارشناسی 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

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 Mousavi 1
  • Zahra Gholipour 2
1 Ph.D. Marketing Management, Assistant Professor, Lorestan University
2 Master 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

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