نوع مقاله : مقاله علمی-پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
The detergent industry, as one of the dynamic and competitive sectors in Iran, faces numerous challenges in understanding actual consumer behavior and designing effective marketing strategies. The main issue addressed in this present study is the inadequacy of traditional marketing models to identify and leverage the unconscious and intuitive mechanisms influencing consumers’ purchase processes. This gap has created a significant disconnect between consumers’ perceived and actual behaviors, thereby reducing the effectiveness of marketing investments. The objective of this research is to elucidate a paradigmatic model of intuitive marketing in Iran’s detergent industry and to propose a localized framework for identifying inspirations, unconscious influencing factors, barriers, and effective strategies to enhance customer experience and brand growth.
This mixed-methods exploratory study involved deep interviews with 20 senior experts, marketing managers, and university professors for the qualitative phase, with data analyzed and coded using grounded theory methodology. In the quantitative phase, a questionnaire developed based on qualitative findings was distributed to 384 consumers and stakeholders in the detergent sector. The proposed model was tested using structural equation modeling (SEM).
Results revealed that environmental inspirations, nostalgic associations, national pride, and family narratives form the core roots of intuitive behavior. Contextual factors such as social identity, specialized training, pricing, and purchase experience reinforce the emergence of such behaviors. Structural barriers, perceived risks, and rumors were identified as weakening factors. Proposed strategies include product and packaging innovation, creative and sensory advertising, development of intuitive human capital, and enhancement of customer experience. The SEM results confirmed the research hypotheses with significant and acceptable path coefficients.
The main conclusion is that companies should shift their focus from purely rational marketing approaches to investing in enhancing the unconscious and intuitive capacities of their human resources and products. It is recommended that managers utilize neuroscientific methods, innovative design, and specialized training to create sustainable competitive advantage in the market.
کلیدواژهها English
