Geography and Regional Planning

Geography and Regional Planning

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

Authors
Rashed Baranzehi 1
Seyed Hassan Hataminasab 2
Shahnaz Nayebzadeh 3
1 PhD student, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran.
2 Associate Professor, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran.
3 Professor, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran.
10.22034/jgeoq.2024.371310.3951
Abstract
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
Keywords
Lifestyle
marketing
Iranian marketers
gap analysis
current situation
Babin, B.J. & Harris, E. 2018. Consumer behaviour. 8th ed. Boston, MA: Cengage.
Bug, P. & Topfer, M. 2015. Classical consumer lifestyle segmentation methods. International Marketing Review, 2(2):10-31.
Ratanasawadwat, N. & Jiamthapthaksin, R. 2017. Incorporating social network Thai text mining with lifestyle segmentation analysis. International congress on advanced applied informatics, 1(1):971-975.
Kurtz, D.L. 2016. Contemporary Marketing. 17th ed. Boston, MA: Cengage.
Vaidya, I.N. 2015. Lifestyle based segmentation of rural consumers of central Gujarat: an empirical study with special reference to gender and age. Journal of Business and Management, 17(7):33-41.
Nasiopoulos, D.K. 2015. Modelling of market segmentation for new IT product development. International Journal of Marketing and Technology, 12(1):1-16.
Nazari, A., Salarirad, M. M. & Bazzazi, A. A. (2012). Landfill site selection by decision-making tools based on fuzzy multi-attribute decision-making method. Environmental Earth Sciences, 65(6),1631- 1642.