|
|
International Journal of Ethics and Society، جلد ۲، شماره ۴، صفحات ۳۸-۴۷
|
|
|
| عنوان فارسی |
|
|
| چکیده فارسی مقاله |
|
|
| کلیدواژه‌های فارسی مقاله |
|
|
| عنوان انگلیسی |
Mapping Customers’ Mind Value to Avoid Pseudo Needs in Consuming Drinks during Flight based on Ethical Marketing Approach |
|
| چکیده انگلیسی مقاله |
Background: One of the important aspects of ethical marketing is avoiding making or reinforcing pseudo need in customers. Therefore, marketing studies may use methods which identify customers' fundamental mind values in consuming commodity and services to provide products without stimulating, harmful and extra effects which satisfy customers. Therefore, the current study aims at investigating and drawing the mind value map of Iran Airlines customers in relation to consuming drinks during flight to achieve a basis to conceptually design a product without alcohol but fulfilling the maximum satisfaction of customers. Method: The present study is qualitative which uses Zaltman Metaphor Elicitation Technique (ZMET) projection method. The statistical population includes customers with 20 year old and higher age range of Iran Airlines that 15 participants involved in this matter selected based on saturation point logic through judgmental sampling. Then, data collected from questionnaires and interviews with semi-structured approach which was done on each sample and the content of data analyzed based on one of the customized models of means-end chain. Thus, key elements and the structures with the most repetition were extracted. Using Atlas T software, a consensus map of customerschr('39') minds was drawn. Results: 4 elements at characteristics level, 13 elements at criteria level, and 14 elements at advantages and finally 3 elements at values level have been identified and they were prioritized for the target population. Conclusion: This map helps achieving major variables in consuming target commodity in customers to clarify their consideration and decision making mental process. The results of this study are able to improve the expansion of products according to cultural ethical norms which satisfy customers and also future plans in serving air transportation market. |
|
| کلیدواژه‌های انگلیسی مقاله |
Mind value map, Ethical marketing, Pseudo need, Non-alcoholic drink |
|
| نویسندگان مقاله |
| Alireza Fayazi
Islamic Azad University, South Tehran Branch
دانشگاه آزاد اسلامی واحد تهران جنوب
| Abdullah Naami
Islamic Azad University, South Tehran Branch
دانشگاه آزاد اسلامی واحد تهران جنوب
| Reza Aghamusa
Islamic Azad University, South Tehran Branch
دانشگاه آزاد اسلامی واحد تهران جنوب
|
|
| نشانی اینترنتی |
http://ijethics.com/browse.php?a_code=A-10-105-1&slc_lang=en&sid=1 |
| فایل مقاله |
فایلی برای مقاله ذخیره نشده است |
| کد مقاله (doi) |
|
| زبان مقاله منتشر شده |
en |
| موضوعات مقاله منتشر شده |
عمومی |
| نوع مقاله منتشر شده |
پژوهشی |
|
|
|
برگشت به:
صفحه اول پایگاه |
نسخه مرتبط |
نشریه مرتبط |
فهرست نشریات
|