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Presenting an Ethical Marketing Policy Model in Deciding Customer Behavior in Industrial Markets
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S.H Mirkiaei1   , H Saeednia2 , Z Alipoor Darvish3 |
1- Ph.D. Student, Dept. of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
2- Dept. of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran , dr.hr.saeednia@gmail.com
3- Dept. of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran |
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Abstract: (901 Views) |
Background: Ethics should be considered in all marketing decisions in a completely open and transparent manner. This research has tried to study the issue of ethical marketing policy in the decision-making of customers' behavior and to examine the effect of ethical marketing on consumers' buying behavior.
Method: The researcher has used a hybrid approach in order to understand the components of the customer's purchasing decision policy model based on the ethical component in industrial markets. In the qualitative part, the Foundation's data approach was used. The statistical population of suppliers and people who participate in the process of selling or buying utility and industrial equipment was considered, and 14 of them were semi-structured interviews with the purposeful sampling method until theoretical saturation. Data analysis was done by coding. In the quantitative part, the descriptive method was correlation. The statistical population was the customers of industrial products, from which 320 customers were selected using the available method. The instrument of the researcher's questionnaire was the qualitative part. Structural equation method and PLS software were used for analysis.
Results: In the qualitative section, finally, 100 open codes were extracted, which were presented in 6 main categories and 28 sub-dimensions. In the quantitative part, the results showed that the research model has a good fit.
Conclusion: In industrial markets, compliance with business ethics plays an important role in creating a positive attitude towards the industrial brand, and this issue should be observed by industrial managers. Also, ethics plays a key and influential role in the decision-making process of purchasing industrial brands.
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| Keywords: Ethical Marketing, Industrial Markets, Policy, Purchase Decision |
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Full-Text [PDF 745 kb]
(504 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/11/23 | Accepted: 2023/01/22 | Published: 2024/11/28
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