شناسایی معیارهای موثر بر انتخاب برند مقلد در کالاهای مصرفی

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مهندسی مالی، دانشکدۀ مهندسی صنایع دانشگاه صنعتی خواجه نصیرالدین طوسی، تهران، ایران

2 دانشجوی کارشناسی ارشد مهندسی صنایع، دانشگاه صنعتی خواجه نصیرالدین طوسی، تهران، ایران

3 کارشناس 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

موضوعات


عنوان مقاله [English]

Identification of the effective criteria on choosing imitation brand for consumables

نویسندگان [English]

  • Seyed Babak Ebrahimi 1
  • Hamid Ketabian 2
  • Hesam Rahimi 3
1 Assistant Professor, Department of Industrial Engineering, K.N.Toosi University of Technology, Tehran, Iran
2 MSc. Student, Department of Industrial Engineering, K.N.Toosi University of Technology, Tehran, Iran
3 BSc., 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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