نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت و کارآفرینی، دانشکده اقتصاد و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران.

2 گروه مهندسی هسته‌ای، دانشکده فیزیک و مهندسی هسته‌ای، دانشگاه صنعتی امیرکبیر، تهران، ایران.

چکیده

هدف: بازاریابی عصبی یک حوزه میان‌رشته‌ای و نوظهور است که به کمک آن، می‌توان رفتار مصرف‌کنندگان را با علوم عصب‌شناسی ارتباط داد. از دیگر سو، در چند دهه اخیر، میزان اهمیت و علاقه‌مندی به خرید محصولات پایدار برای حفظ محیط‌زیست افزایش‌یافته است. لذا پژوهش حاضر باهدف تحلیل سلسله مراتبی فازی شاخص‌های ارزیابی بازاریابی عصبی برای محصولات پایدار انجام شد.
روش‌شناسی پژوهش: پژوهش با رویکرد کمّی و با بهره‌گیری از روش تصمیم‌گیری چند شاخصه انجام شد. بدین منظور جهت درک عمیق از موضوع و گردآوری داده‌های مفید، پس از بررسی دقیق مطالعات مرتبط، با پرسشنامه محقق ساخته سلسله مراتبی فازی، دیدگاه‌های 16 نفر از خبرگان جمع‌‌آوری گردید که نرخ ناسازگاری پرسشنامه‌ها، پایایی آن‌ها را مورد تأیید قرارداد. همچنین جهت کسب اطمینان از تحلیل حساسیت بهره برده شد.
یافته‌ها: نتایج نشان داد شاخص‌های ارزیابی بازاریابی عصبی در هفت دسته قرار دارند که بر اساس تحلیل سلسله مراتبی فازی به ترتیب عبارت‌اند از: دقت، تعصب و سونگری، کاوش حافظه و احساسات، کیفیت اطلاعات، مفید بودن، صرفه‌جویی در زمان، هزینه. همچنین حوزه‌های بازاریابی برای محصولات پایدار متأثر از بازاریابی عصبی به ترتیب اولویت عبارت‌اند از: تبلیغات، طراحی و توسعه محصول، برندسازی، تصمیم مصرف‌کننده، قیمت‌گذاری و نحوه توزیع. همچنین تحلیل حساسیت نشان داد یافته‌های پژوهش مورد تأیید است، اما در مورد دو شاخص‌ تعصب و سونگری و کاوش حافظه و احساسات امکان جابجایی وجود دارد.
اصالت/ارزش افزوده علمی: بازاریابی عصبی به دلیل ارائه اطلاعات با دقت و کیفیت بالا و کاهش میزان سوگیری در تحلیل نتایج، امکان پیش‌بینی رفتار خرید مصرف‌کنندگان را فراهم آورده و برآمیخته بازاریابی محصولات پایدار تأثیر می‌گذارد.




 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Fuzzy analytic hierarchy process of neuromarketing evaluation criteria for sustainable products

نویسندگان [English]

  • Saba Amiri 1
  • Saeed Setayeshi 2

1 Department of Management and Entrepreneurship, Faculty of Economic and Entrepreneurship, Razi University, Kermanshah, Iran.

2 Department of Nuclear Engineering, Faculty of Physics and Nuclear Engineering, Amirkabir University of Technology, Tehran, Iran.

چکیده [English]

Purpose: Neuromarketing is an interdisciplinary and emerging field which can be used in order to relate consumer behavior to neuroscience. So, in recent decades, the importance and interest in buying sustainable products for protecting the environment has been increased. Thus, the present study was done with the aim of fuzzy analytic hierarchy process of neuromarketing evaluation criteria for sustainable products.
Methodology: The research was performed with a quantitative approach and by using multiple-criteria decision analysis. For this purpose, in order to gain a deep understanding of the subject and collecting useful data, after carefully reviewing the related studies, the views of 16 experts were collected using a fuzzy hierarchical researcher-made questionnaire, which the inconsistency rate of the questionnaires confirmed reliability of them. Also, sensitivity analysis was used to ensure.
Findings: The results showed that the criteria for evaluating neuromarketing are in seven categories, which based on FAHP are: accuracy, biasness, exploration of memory and emotion, information quality, usefulness, time saving, cost, respectively. Also, the alternatives of marketing for sustainable products affected by neuromarketing in order of priority are: advertising, product design and development, branding, consumer decision, pricing and distribution. Sensitivity analysis also showed that the research findings are confirmed, but in the case of two criteria of biasness and exploration of memory and emotions, there is a possibility of displacement.
Originality/Value: Neuromarketing, due to the provision of high-precision and high-quality information and the reduction of bias in the analysis of results, provides the possibility of predicting consumer buying behavior and affects the marketing mix of sustainable products.




 

کلیدواژه‌ها [English]

  • Neuromarketing
  • Cognitive sciences
  • Fuzzy analysis
  • Multi-criteria decision making
  • Sustainability
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