الگوی شناخت رفتار مصرف کنندگان کالاهای لوکس بر مبنای نظریات مصرف تظاهری

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازاریابی/دانشگاه علامه طباطبائی

2 عضو هیات علمی دانشگاه علامه طباطبائی

چکیده

علم بازاریابی شامل حوزه‌های متعددی می‌باشد که یکی از پرمخاطب‌ترین حوزه‌های آن، بازاریابی برندهای لوکس است. در این تحقیق، با استفاده از مبانی نظری جامعه‌شناسانه، روان‌شناسانه، اقتصادی و بازاریابی که شامل نظریات دانشمندانی مانند وبلن، دوزنبری و مازلو می‌شود به بررسی رفتار مصرف‌کنندگان کالاهای لوکس پرداخته‌ایم. با مطالعه پیشینه پژوهش و مبانی نظری شش اثر به‌عنوان انگیزه‌های مصرف‌کنندگان کالاهای لوکس شناخته شده‌اند که شامل، اثر تظاهری وبلن، اثر تقلیدی-تمایزی دوزنبری، اثر افاده‌ای، اثر ارابه‌ای، اثر لذت‌گرایی و اثر کمال‌گرایی هستند. برای بررسی وجود این اثرها از ابزار پرسشنامه استفاده کردیم. شیوه تحلیل آماری، معادلات ساختاری و تحلیل عاملی تأییدی بوده است. با مطالعه و تحلیل آماری صورت گرفته بر روی 385 نفر از مصرف‌کنندگان کالاهای لوکس در تهران به بررسی وجود این انگیزه در شهروندان و رتبه‌بندی آنها پرداخته شده است، نتایج حاکی از وجود تمامی این انگیزه‌ها در مصرف‌کنندگان کالاهای لوکس است. همچنین نتیجه رتبه‌بندی انگیزه‌ها نیز نشان می‌دهد که اثر وبلن بالاترین رتبه و اثر کمال‌گرایی آخرین رتبه را دارند.

کلیدواژه‌ها


عنوان مقاله [English]

The Pattern for Recognition of Luxury Goods Consumers Behavior Based on the Conspicuous Consumption Theories

نویسندگان [English]

  • MAHDI BASHIRPOUR 1
  • mahmoud mohammadian 2
1 master of marketing management student/ Allameh Tabataba'i university
2 Assistant Prof. Faculty of management and accounting of allameh tabataba'i University, Tehran, Iran
چکیده [English]

Marketing management consists many fields. One of most attractive fields is luxury brands marketing or conspicuous marketing. In this research, on the basis of sociological, psychological, economical and marketing theories we have identified 6 major effects that makes conspicuous consumption. we have analyzed this effects Veblen effect, duesenberry effect, Snob effect, Bandwagon effect, Hedonism effect and perfectionism effect, by studying 385 users of luxury goods in Tehran city. at the first step, The  existence of this effects in consumer behavior is investigated; and at the second step, These effects are ranked to know which of them is more important and which of them must be focused by marketing managers. finally, ranking of the motivators show that veblen effect is at the first and perfectionism effect is at the last order.

کلیدواژه‌ها [English]

  • Conspicuous Consumption / luxury Brands / Veblen Theory / Conspicuous Marketing
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