Identifying, prioritizing and analyzing the gaps in the lifestyle components of bazaarbabans in the geographical area of Iran with a fuzzy Delphi approach

Studying the individual and social lifestyle of different people is of special importance. The main purpose of this research is to study the lifestyle and compare the gap between the current situation and the desired lifestyle of Iranian marketers. This research is of descriptive applied type. The statistical population of this research is marketing experts, especially company managers and marketing managers, as well as people active in marketing companies. The statistical sample includes articles, theses, and 50 experts from the statistical community of marketing experts, especially company managers and marketing managers, as well as people active in the discussion of marketing companies and universities. The research tool of the questionnaire includes the components of lifestyles extracted from the analysis of the theoretical foundations and the background of the research, with the validity approved by experts and the reliability of consensus coding using the Holstein method with 0.93. SPSS software for descriptive and inferential statistics (paired t) was used for data analysis. The findings showed that the personal and social lifestyle of Iranian marketers consists of 59 indicators, in 8 components of communication and informational knowledge; general marketing knowledge; personality traits; free time; managerial knowledge and awareness; nutrition, hygiene, and appearance skills; religious knowledge; and specialized marketing knowledge was categorized. The findings of the gap analysis showed that there is a gap between the current and desired status among all indicators of individual and social lifestyle of Iranian marketers. In other words, it is necessary