مروری بر تحلیل و مسیر تکامل نظریه های رفتار مصرف کننده

نوع مقاله : مروری

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی،دانشکده مدیریت و حسابداری،دانشگاه شهید بهشتی،تهران،ایران

2 دانشجوی دکتری،گروه مدیریت بازرگانی-دانشکده مدیریت و حسابداری-دانشگاه شهید بهشتی-تهران-ایران

چکیده

تحلیل رفتار مصرفکننده و نحوه تصمیمگیری آن در خرید و انتخاب محصولات یکی از مطالب مهم در ادبیات بازاریابی است. شناخت رفتار مصرفکننده به بازاریابان کمک میکند تا درک مناسبی از روشهای انتخاب محصولات و خدمات توسط مصرفکننده داشته باشند. اگرچه پیشبینی دقیق رفتار مشتریان همواره یکی از سختترین کارهای پیشروی بازاریابان قرار دارد اما شناخت نظریههای رفتار مصرفکننده و تحلیل آنها میتواند کمک بهسزایی در هدایت مشتریان داشته باشد. تغییر سبک زندگی، تجربیات افراد از خرید محصولات، باورها و عقاید آنها در نحوه تصمیمگیری، پیشرفت فناوری، افزایش آگاهی و دانش مشتریان نسبت به محصولات و غیره میتواند در تغییر رفتار و نحوه انتخاب برندها و شرکتها تأثیرگذار باشد. اما آنچه مورد توجه است، اهمیت این مطلب است که چگونه میتوان مسیر آن را تشخیص داد و چه عواملی را میتوان در تغییر سبک تصمیمگیری و رفتارهای مصرفکننده دخیل دانست. علیرغم اهمیت این موضوع شرکتها و بازاریابان توجه چندانی به این امر ندارند و تمایلی به بهکارگیری نظریههای رفتار مصرفکننده از خود نشان نمیدهند. هدف پژوهش حاضر علاوه بر مرور نظریههای مطرح در رفتار مصرفکننده، ارائه تصویر کلی از مسیر تکامل نظریههای رفتار مصرفکننده است تا با شناخت جنبههای مختلف نظریههای این حوزه و متغیرهای آن بتوان گامی در جهت ارتقای دانش نظریه بازاریابی برداشت.

کلیدواژه‌ها


عنوان مقاله [English]

A Review of the Analysis and Evolution of Consumer Behavior Theories

نویسندگان [English]

  • Shahriar Azizi 1
  • Homa Azmayesh Fard 2
1 ,*, Associate Prof, Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
2 Ph.D. Student, Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
چکیده [English]

.
Analyzing consumer behavior and how to decide on the purchase and selection of products is one of the important topics in the marketing literature. Understanding consumer behavior helps marketers to have a good understanding of consumer product and service selection methods. Although accurately predicting customer behavior is always one of the most difficult tasks for marketers, but understanding theories of consumer behavior and analyzing them can be very helpful in guiding customers. Changing lifestyles, people's experiences of buying products, their beliefs and ideas in how to make decisions, technological advances, increasing customer awareness and knowledge about products, etc. can be effective in changing the behavior and selection of brands and companies. But what is important is how this path can be identified and what factors can be involved in changing decision-making styles and consumer behaviors. Despite the importance of this issue, companies and marketers do not pay much attention to this issue and do not show a willingness to apply theories of consumer behavior. The purpose of this study, in addition to reviewing the theories in consumer behavior, is to provide an overview of the evolution of consumer behavior theories so that by recognizing the various aspects of theories in this field and its variables, a step can be taken to improve marketing theory.
 

کلیدواژه‌ها [English]

  • Theories of Marketing / Consumer Behavior / Theoretical Path
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