Designing a new marketing model for retailers of fast-moving consumer products (Case study: Retailers supported by Saman Bank)
Message:
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:

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.

Language:
Persian
Published:
Islamic Economics & Banking, Volume:11 Issue: 38, 2022
Pages:
193 to 223
magiran.com/p2452971  
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 990,000ريال می‌توانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.
دسترسی سراسری کاربران دانشگاه پیام نور!
اعضای هیئت علمی و دانشجویان دانشگاه پیام نور در سراسر کشور، در صورت ثبت نام با ایمیل دانشگاهی، تا پایان فروردین ماه 1403 به مقالات سایت دسترسی خواهند داشت!
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 50 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!