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Designing a new marketing model for retailers of fast-moving consumer products (Case study: Retailers supported by Saman Bank)
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Mostafa Ebrahimi1   , Esmaeil Hasanpour 2, Vahidreza Mirabi3 , Serajoldin Mohebi4 |
1- PhD student, Business Administration, Marketing Management, Islamic Azad University, Qeshm Branch, Qeshm, Iran.
2- Assistant Professor, Department of Management, Faculty Member, Islamic Azad University, Qeshm Branch, Qeshm, Iran (Responsible Author) , dresmaeilhasanpour@gmail.com
3- Associate Professor, member of the Faculty of Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran.
4- Assistant professor, faculty member of Islamic Azad University, Qeshm branch, Qeshm, Iran |
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Abstract: (1178 Views) |
Retailers are using new technologies to meet the ever-changing needs of consumers. The most important factor in determining the rapid consumption of products is their sales speed. Increasing the level of competition between retail units and expanding the range of customers' choice, has caused these units to pay special attention to customers who make instant purchases. In this regard, Saman Bank has been providing various marketing services to retailers for many years, aware of the potential of this industry and also considering the transition of the Iranian retail market. The purpose of this study was to design a marketing model for new retailers of fast-moving consumer products supported by Saman Bank. This study was conducted with the participation of 25 market makers of chain stores supported by Saman Bank in Tehran through semi-structured interviews and purposive sampling. Data analysis was performed using three-step coding in the implementation of content analysis research method. Validation was validated by Lincoln and Guba. The software used was Max QDE and had four main themes; Consumer behavior, marketer duties, consumer factors in marketing and store management were identified as the enumerated themes and then the marketing model of retailers supported by Saman Bank in fast-moving consumer products was designed.
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Article number: 9 |
| Keywords: marketing, Saman Bank, new retailers, fast-moving consumer products. |
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Full-Text [PDF 479 kb]
(358 Downloads)
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Article type: Research |
Subject:
Special
Received: 2022/01/18 | Accepted: 2022/03/14 | Published: 2022/07/1
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