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

نوع مقاله : علمی - پژوهشی

نویسندگان

1 گروه مدیریت کسب و کار و بازاریابی. دانشکده معارف اسلامی و مدیریت. دانشگاه امام صادق (ع). تهران

2 استادیار گروه مدیریت صنعتی دانشکده معارف اسلامی و مدیریت دانشگاه امام صادق(ع)

3 گروه مدیریت کسب و کار و بازاریابی. دانشکده معارف اسلامی و مدیریت. دانشگاه امام صادق (ع)

10.52547/jbmp.2023.228891.1399

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

عنوان مقاله [English]

Market segmentation of potential customers of organic fruits with a data mining approach (case study: Tehran)

نویسندگان [English]

  • Mohammad Masteri Farahani 1
  • Hosein Bakhtiari 2
  • Seyed Mohammad Foad Razavi 3
  • Mohammad Hosein Ashtiani 3
1 Department of Business Management. Faculty of Islamic Studies and Management. Imam Sadiq University (AS). Tehran
2 Assistant Professor of Industrial Management, Islamic and management Faculty, Imam sadiq University
3 Department of Business management and marketing. 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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  • تاریخ دریافت: 20 مهر 1401
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