فهرست مطالب mohammad nasrollahniya

Due to the great changes that have occurred in the market of durable consumer goods (such as household appliances), the decision-making behavior, purchase and consumption of products by consumers have also undergone changes with changes in marketing strategies, social, cultural and environmental factors. will be accompanied. Meanwhile, consumption values ​​play a very important role in consumer behavior. Considering this importance, the current research seeks to examine "the structural model of consumer behavior of durable consumer goods (household appliances)". The approach of this research is quantitative, which was carried out with a descriptive-survey method. The data collection method is a field that was distributed with the help of a questionnaire among 384 citizens of Tehran based on cluster sampling and then analyzed through the structural equation method and with the help of PLS ​​software. The results showed that purchase values ​​have an effect on consumer behavior and the effect of consumer behavior, foundational values ​​and consumer market conditions on improvement strategies is also confirmed. Finally, it was found that improvement strategies have an effect on consumer liberation and consumer loyalty.

The present research aimed at designing an indigenous model of durable goods’ consumer behavior based on the value theory in a closed economy (under sanctions) using the grounded theory approach. In this regard, in-depth and semi-structured interviews along with targeted and snowball sampling method were employed. The research statistical population included marketing professors and experts as well as household appliances practitioners. Data analysis was undertaken using open, axial and selective coding method. In this way, a paradigm model including 10 main categories, 22 sub-categories, and 116 concepts was designed. Based on the model, shopping values were introduced as consumer behavior’s causal factors, cultural and social values along with personal (internal) and external factors were introduced as antecedents. The characteristics of the consumer market were also enumerated as intervening factors with some effects on Iranian consumers’ behavior. Improvement strategies were considered as ways which result in consumer decapitation phenomenon and consumer loyalty. The present research results can help producers and policy makers to understand Iranian consumer's behavior towards Iran-made durable goods, especially in household appliance industry, and to develop appropriate strategies for managing the market regarding sanctions and import prohibitions.

Marketing, with its importance, is a basic strategy in all businesses, have adopted many activities with the aim of increasing the share in the industry, reducing costs and increasing efficiency.

 professors and senior managers in the field of agriculture and marketing in Iran regarding the development of agricultural marketing.

The method of this research is a combination that was developed using a sequential exploratory strategy, firstly using the qualitative grounded theory method of a native model, and then using the quantitative method of modeling the structural equation of the developed model, it was tested. In the qualitative part, using in-depth interviews among elites, professors and senior managers in the fields of agriculture and marketing, with the coding technique of the theory building process, theoretical saturation was reached with fifteen interviews, and the results were based on three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts. , and 23 sub-categories, 9 main categories and one core category were obtained. In the quantitative part, the obtained paradigm model was tested using quantitative data.

The findings of the quantitative section showed that the obtained core category includes; " commitment and tendency to marketing with the intervention of commercial liberalization in two important strategies of synergy in marketing and market orientation leads to the favorable consequences of sustainable agricultural development, globalization of markets and agricultural promotion" It can be the calculated theoretical strategy for the market of medicinal plants in the country,

Nowadays, in most developed countries, marketing of agricultural products is one of the major sectors of the economy. Therefore, the marketing of agricultural products is an important necessity and to solve the problems of rural areas and farmers, it is necessary to professionally market agricultural products into the agricultural development system of these areas. Accordingly, choosing the right marketing strategy is effective in selling more products and services and the success of organizations in the competition.

This research was conducted with the aim of providing an agricultural marketing model with an emphasis on medicinal herbs in Iran.

Qualitative and exploratory interpretive research method was conducted with grounded theory technique. The data collection of this research was done using in-depth semi-structured interviews. The statistical population includes elites, professors, and senior managers in the fields of agriculture and marketing of medicinal herbs, in-depth interviews were conducted with 15 people through targeted sampling, and the theory building process reached theoretical saturation with 15 interviews. Data analysis has been done using Strauss and Corbin coding. The following methods have been used to validate the model and results consensus of data: in this research, various experts were interviewed, consensus of researchers: at different stages of this research, the research findings have been revised by other expert researchers. Member control: In this research, research findings have been reviewed with knowledgeable people and experts at different stages of the research. Validity and Reliability: In this research, to ensure the validity of the instrument, the participant control method was used, and to ensure the reliability, the retest method and intra-subject agreement method were used.

The qualitative research results were obtained based on three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts, 23 subcategories, 9 main categories, and one core category, and based on the results, a qualitative research paradigm model was drawn. that the components of the paradigm model include 9 main categories obtained including; Skill development, market understanding, managers' commitment and orientation to marketing, commercial liberalization, synergy in marketing, market orientation, sustainable development of agriculture, globalization of markets and agricultural promotion, which by further abstracting these categories in the selective coding stage, a core category called "development" "Agricultural marketing" has led, which is related to all other categories.