اثر لوگوی تولیدکننده در خرده‌فروشی‌ها بر رفتار خرید بر اساس اثر زمینه و تئوری علامت‌دهی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران .

2 ارشناس ارشد مدیریت اجرایی ،رئیس واحد تحقیقات بازار، شرکت نفت سپاهان، تهران، ایران.

چکیده

بررسی برند خرده‌فروشی یکی از موضوعات جالب در حوزه بازاریابی است. برخی از خرده‌فروشی‌ها تلاش می‌کنند با استفاده از لوگوی تولیدکنندگان، مشتریان زیادی را به سمت خود جذب کنند و معمولاً از لوگوی تولیدکنندگان بر روی سر درب خود استفاده می‌کنند. هرچند بحث استفاده از لوگوی تولیدکنندگان و تأثیر آن بر فروش محصولات موردمطالعه قرار گرفته است ولی این موضوع و اثر آن بر روی انتخاب خرده‌فروشی‌ها کمتر مطالعه شده است. از سوی دیگر، در پژوهش‌های انجام شده در مورد دلایل این تأثیرگذاری با توجه به تئوری‌های رفتار مصرف‌کننده کمتر موردبحث قرار گرفته است. در این پژوهش تلاش شده است تأثیر استفاده از لوگوی تولیدکننده بر روی انتخاب خرده‌فروشی‌ها موردبررسی قرار گیرد. در این پژوهش با هدف توضیح ارتباط بین لوگوی تولیدکننده و انتخاب خرده‌فروشی از اثر زمینه و تئوری علامت‌دهی استفاده شده است. برای آزمون فرضیه‌های پژوهش نیز صنعت روغن‌موتور (اتوسرویس‌های روغن‌موتور که مسئولیت خرده‌فروشی در این صنعت را بر عهده دارند) انتخاب شده است و با استفاده از روش پژوهش شبه آزمایشی و با نمونه‌گیری تصادفی گروهی از 416 نفر از مشتریان اتوسرویس‌ها فرضیه‌های این پژوهش مورد آزمون قرار گرفته شده است. برای گردآوری داده‌ها از پرسش‌نامه استفاده شده است. یافته‌های این پژوهش نشان می‌دهد که استفاده از لوگوی تولیدکننده روغن‌موتور (به‌عنوان علامت مرتبط) تأثیر معناداری بر انتخاب خرده‌فروشی‌ها دارد ولی تأثیر استفاده از لوگوی خودروساز (به‌عنوان یک علامت غیر مرتبط) مورد تأیید قرار نگرفت. علاوه بر این، رضایت مشتریان از برند تولیدکننده، وفاداری آن‌ها با برند تولید‌کننده و دسترسی به برند تولید‌کننده نیز عواملی هستند که باعث افزایش انتخاب خرده‌فروشی‌هایی می‌شود که از لوگوی تولیدکننده در سر درب خود استفاده می‌کنند.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Manufacturer Logo in Retail Stores on Purchasing Behavior: Based on the Context Effects and Signaling Theory

نویسندگان [English]

  • Mohammad Rahim Eafidani 1
  • Ali Yousefi 2
1 Professor in Business Management, Faculty of Management, University of Tehran، Tehran، Iran.
2 Executive Master of Business Administration،Chief Market Research Officer Sepahan Oil Tehran،Iran.
چکیده [English]

Retail brand research is one of the most interesting topics in the field of marketing. Some retailers try to attract a lot of customers by using the manufacturer's logo that is usually used on their headboards. Although the use of manufacturers' logos and its impact on product sales has been studied, this issue and its effect on retail selection have been less studied. On the other hand, in the researches, the reasons for this influence have been less discussed according to the theories of consumer behavior. In this research, an attempt has been made to investigate the effect of using the manufacturer's logo on the selection of retail stores. Besides, to explain the relationship between the manufacturer's logo and the retailer's selection, the Context effect and signaling theory has been used. To test the research hypotheses, the motor oil industry (motor oil auto services that are responsible for retail in this industry) has been selected and the hypotheses of this research have been tested using a quasi-experimental research method and random sampling of a group of 416 auto service customers. A questionnaire was used to collect data. The findings of this study show that the use of the logo of the engine oil producer (as a related Signal) has had a significant effect on the selection of retailers, but the effect of using the logo of the automobile manufacturer (as an unrelated Signal) was not confirmed. In addition, customer satisfaction with the manufacturer's brand, loyalty to the manufacturer's brand, and access to the manufacturer's brand are factors that increase the selection of retailers that used the manufacturer's logo on their headboard

کلیدواژه‌ها [English]

  • Manufacturer logo
  • retail selection
  • Context effect
  • signaling theory
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