سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

ماستری فراهانی, محمد, بختیاری, حسین, رضوی, سید محمّد فؤاد, ملایری آشتیانی, محمد حسین. (1401). بخش‌بندی بازار مشتریان بالقوه میوه‌های ارگانیک با رویکرد داده‌کاوی (مطالعه موردی: شهر تهران). , 21(51), 101-124. doi: 10.48308/jbmp.2023.228891.1399
محمد ماستری فراهانی; حسین بختیاری; سید محمّد فؤاد رضوی; محمد حسین ملایری آشتیانی. "بخش‌بندی بازار مشتریان بالقوه میوه‌های ارگانیک با رویکرد داده‌کاوی (مطالعه موردی: شهر تهران)". , 21, 51, 1401, 101-124. doi: 10.48308/jbmp.2023.228891.1399
ماستری فراهانی, محمد, بختیاری, حسین, رضوی, سید محمّد فؤاد, ملایری آشتیانی, محمد حسین. (1401). 'بخش‌بندی بازار مشتریان بالقوه میوه‌های ارگانیک با رویکرد داده‌کاوی (مطالعه موردی: شهر تهران)', , 21(51), pp. 101-124. doi: 10.48308/jbmp.2023.228891.1399
ماستری فراهانی, محمد, بختیاری, حسین, رضوی, سید محمّد فؤاد, ملایری آشتیانی, محمد حسین. بخش‌بندی بازار مشتریان بالقوه میوه‌های ارگانیک با رویکرد داده‌کاوی (مطالعه موردی: شهر تهران). , 1401; 21(51): 101-124. doi: 10.48308/jbmp.2023.228891.1399

بخش‌بندی بازار مشتریان بالقوه میوه‌های ارگانیک با رویکرد داده‌کاوی (مطالعه موردی: شهر تهران)

چشم انداز مدیریت بازرگانی
دوره 21، شماره 51 - شماره پیاپی 85، آبان 1401، صفحه 101-124    اصل مقاله (659.43 K)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.48308/jbmp.2023.228891.1399
نویسندگان
محمد ماستری فراهانی1؛ حسین بختیاری* 2؛ سید محمّد فؤاد رضوی1؛ محمد حسین ملایری آشتیانی3
1دانشجوی ارشد مدیریت کسب و کار و بازاریابی. دانشکدة معارف اسلامی و مدیریت. دانشگاه امام صادق (ع). تهران
2استادیار گروه مدیریت صنعتی دانشکده معارف اسلامی و مدیریت دانشگاه امام صادق(ع)
3دانشجوی ارشد مدیریت کسب و کار و بازاریابی. دانشکدة معارف اسلامی و مدیریت . دانشگاه امام صادق (ع). تهران
چکیده
هدف: امروزه سلامتی مصرف‌کنندگان محصولات کشاورزی و غذایی به دلیل وجود عادات فعلی تولید و مصرف مواد غذایی ناپایدار به خطر افتاده است و لذا کشاورزی ارگانیک به سبب عدم استفاده از افزودنی‌های غذایی، مواد شیمیایی و مصنوعی، می‌تواند به عنوان جایگزینی مناسب، توسعه و بهبود یابد. از ابتدایی‌ترین گام‌ها برای ترویج مصرف محصولات ارگانیک، بخش‌بندی مشتریان بالقوه است.
روش‌شناسی: جامعه آماری این تحقیق شهروندان تهرانی هستند که تمایل به مصرف میوه‌های ارگانیک دارند. بدین منظور با استفاده از فرمول کوکران، حجم نمونه معادل 384 نفر انتخاب شد و داده‌های تحقیق به وسیله پرسشنامه جمع‌آوری شد که پایایی آن با ضریب آلفای کرونباخ 0.937 تأیید شد. برای تحلیل داده‌های تحقیق با رویکرد داده‌کاوی از روش خوشه‌بندی k میانگین استفاده گردید.
یافته ها: براساس یافته‌های تحقیق، باز مشتریان بالقوه در شهر تهران به پنج خوشه تقسیم گردید که توصیف ویژگی‌های جمعیت‌شناختی، رفتاری و روان‌شناختی هر خوشه بیان گردید. دو متغیر سهولت دسترسی به اطلاعات و کیفیت درک‌شده، بیشترین تأثیر و دو متغیر وجود محصولات ارگانیک در سبد غذایی مصرفی و هنجارهای ذهنی، کمترین تأثیر را در خوشه‌بندی مشتریان داشته‌اند.
نتیجه گیری: در نهایت پیشنهاد می‌شود سیاست‌گذاران به برنامه‌ریزی سیاست‌های فرهنگی، حمایتی و کنترلی پرداخته و تولیدکنندگان و فروشندگان میوه‌های ارگانیک با کمک بازاریابی دیجیتال به جلب اعتماد مشتریان بالقوه خود بپردازند.
کلیدواژه‌ها
بخش بندی بازار؛ بخش بندی مشتریان بالقوه؛ داده کاوی؛ خوشه بندی؛ محصولات ارگانیک
عنوان مقاله [English]
Market segmentation of potential customers of organic fruits with a data mining approach (case study: Tehran)
نویسندگان [English]
Mohammad Masteri Farahani1؛ Hosein Bakhtiari2؛ Seyed Mohammad Foad Razavi1؛ Mohammad Hosein Ashtiani3
1Master of of Business Management. Faculty of Islamic Studies and Management. Imam Sadiq University (AS). Tehran.
2Assistant Professor of Industrial Management, Islamic and management Faculty, Imam sadiq University.
3Master of of Business Management. Faculty of Islamic Studies and Management. Imam Sadiq University (AS). Tehran.
چکیده [English]
Objective: Today, the health of consumers of agricultural and food products is endangered due to the current habits of unsustainable food production and consumption, and therefore, organic agriculture can be developed and improved as a suitable alternative due to the lack of use of food additives, chemicals, and artificial substances. find One of the most basic steps to promote the consumption of organic products is the segmentation of potential customers.
Methodology: The statistical population of this research is the citizens of Tehran who tend to consume organic fruits. For this purpose, using Cochran's formula, a sample size of 384 people was selected and the research data was collected through a questionnaire, the reliability of which was confirmed by Cronbach's alpha coefficient of 0.937. K-means clustering method was used to analyze the research data with a data mining approach.
Findings: Based on the research findings, potential customers in Tehran were divided into five clusters, and the demographic, behavioral, and psychological characteristics of each cluster were described. The two variables of ease of access to information and perceived quality have the greatest effect, and the two variables of the presence of organic products in the consumer food basket and subjective norms have the least effect on customer clustering.
Conclusion: Finally, it is suggested that policymakers should plan cultural, support, and control policies, and organic fruit producers and sellers should gain the trust of their potential customers with the help of digital marketing.
کلیدواژه‌ها [English]
Market Segmentation, Segmentation of Potential Customers, Data Mining, Clustering, Organic Products
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