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شناسایی معیارهای موثر بر انتخاب برند مقلد در کالاهای مصرفی | ||
مدیریت بازرگانی | ||
مقاله 3، دوره 7، شماره 2، 1394، صفحه 273-294 اصل مقاله (368.35 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.52897 | ||
نویسندگان | ||
سیدبابک ابراهیمی* 1؛ حمید کتابیان2؛ حسام رحیمی3 | ||
1استادیار گروه مهندسی مالی، دانشکدۀ مهندسی صنایع دانشگاه صنعتی خواجه نصیرالدین طوسی، تهران، ایران | ||
2دانشجوی کارشناسی ارشد مهندسی صنایع، دانشگاه صنعتی خواجه نصیرالدین طوسی، تهران، ایران | ||
3کارشناس مهندسی صنایع، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران | ||
چکیده | ||
خرید و استفاده از کالاها توسط مصرفکنندگان، بیش از اینکه تابع نیاز باشد، تابع تبلیغات و متأثر از مارکها و برندها است. در ایران مطالعاتی که بر اهمیت توجه به معیارهای مصرفکنندگان در انتخاب برند مقلد تمرکز کند، بسیار محدود است؛ از این رو معیارهای مؤثر بر انتخاب برند مقلد در کالاهای مصرفی بهکمک مطالعات کتابخانهای، بررسی پژوهشهای پیشین و برگزاری مصاحبهها استخراج شد و مهمترین آنها با بهرهمندی از روش دلفی فازی در فهرستی قرار گرفت. در این پژوهش برای انتخاب نمونه، روش نمونهگیری تصادفی ساده بهکار رفت؛ ابتدا پرسشنامهای در دو بخش جمعیتشناختی و بررسی اهمیت معیارها طراحی شد و بهصورت تصادفی و بهشکل الکترونیکی، در اختیار پانصد نفر برای پاسخگویی قرار گرفت. بدین ترتیب معیارهای مؤثر بر انتخاب برند مقلد در کالاهای مصرفی بهکمک روش تاپسیس فازی اولویتبندی شدند. در پایان براساس نتایج بهدستآمده، پیشنهادها و راهکارهای سیاستگذاری در این زمینه ارائه شده است. | ||
کلیدواژهها | ||
برند مقلد؛ تاپسیس فازی؛ کالای مصرفی؛ نشان تجاری | ||
عنوان مقاله [English] | ||
Identification of the effective criteria on choosing imitation brand for consumables | ||
نویسندگان [English] | ||
Seyed Babak Ebrahimi1؛ Hamid Ketabian2؛ Hesam Rahimi3 | ||
1Assistant Professor, Department of Industrial Engineering, K.N.Toosi University of Technology, Tehran, Iran | ||
2MSc. Student, Department of Industrial Engineering, K.N.Toosi University of Technology, Tehran, Iran | ||
3BSc., Department of Industrial Engineering, Islamic Azad University South Tehran Branch, Tehran, Iran | ||
چکیده [English] | ||
Purchasing and using the merchandises by consumers are governed more by advertisements and the name of the brand rather than needs. In Iran, few studies have been performed to investigate the importance of criteria which are appreciated by consumers in field of imitation brand. Hence, in this paper the effective criteria on choosing imitation brand for consumables have been recognized by reviewing the literature, the library studies and interviews. Then the main criteria were selected by Fuzzy Delphi approach. This study also applies random sampling. Furthermore, a suitable questionnaire was employed and distributed randomly among five hundred persons to be filled in two sections; demographics and investigating the importance of the criteria. Afterwards, the most important criteria were sorted out according to their priorities by Fuzzy Topsis approach, respectively. Finally, the results and suggestions were presented. | ||
کلیدواژهها [English] | ||
Brand, consumables, fuzzy topsis, imitation brand | ||
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