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دانلود رایکان مقاله انگلیسی ISI با موضوع تفاوت بین مصرف‌ کنندگان بر اساس وفاداری آنها به برند

عنوان فارسی مقاله:

شناسایی مصرف کننده با استفاه از برندهای فروشگاه: تفاوت بین مصرف‌ کنندگان بر اساس وفاداری آنها به برند

عنوان انگلیسی مقاله:

Consumer identification with store brands: Differences between consumers according to their brand loyalty

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Methodology

The theoretical model proposed is contrasted empirically by performing a study of people responsible for shopping in their households who claim to have purchased SBs in food products. In an initial phase of the research, we performed twenty in-depth interviews on the group to be studied. The interviews provided exploratory starting information that enabled us to determine the relationship between consumers and brands and the best way to design the questionnaire. The in-depth interviews were performed with residents of Spain captured by the snowball method according to quotas for gender, age, occupation, and number of members in the household. The results obtained made it easier to design the questionnaire and adapt the items used in previous research to the specific context of analysis.In a second phase, we performed the quantitative investigation. At the exit of the commercial establishments, students in the last year of postgraduate marketing with general training in market research captured customers whom they asked to complete a self-administered questionnaire that took about 10 min. The information was obtained from 54 stores belonging to seven chains of supermarkets and hypermarkets in Spain (Mercadona, Eroski Group, Carrefour Group, Dia, and Auchan Group). The number of establishments per group was determined according to the share of commercial surface of the group in m2 in 20102 (14 establishments for Mercadona, 13 for Eroski group, 12 for Carrefour group, 10 for Dia, and 5 for Auchan group). The establishment was chosen by taking into account the different urban areas based on income, means of transportation, and geographical area. The survey respondents answered questions on SBs commercialized in the establishment in which they were captured.