Mental Models of foreign kitchen appliances buyers using Q methodology

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KHORASANI TOROGHI HAMED; Keshavarzi Niloofar

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2019 | Volume:5 | Issue:16 Page(s): 183-215

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Information Journal Paper

Title

Mental Models of foreign kitchen appliances buyers using Q methodology

Author(s)

KHORASANI TOROGHI HAMED | Keshavarzi Niloofar | Issue Writer Certificate

Keywords

Mental Models

Foreign Brands

purchase Intention

Q Methodology

Abstract

The recent growth of globalization and the expansion of international trade has led many companies to discover opportunities to distribute their products around the world. Currently, examining what is going to affect consumers' intention to buy foreign products is a major issue in the global marketplace. therefore, the purpose of this study is to identify the Mental Models (different mindset) and the ideas of foreign kitchen buyers using the Q method. The present study is applied in terms of purpose and is an exploratory mixed method type using Q Methodology. The participants in this study are 25 married women with at least bachelor's degree, who were selected by Purposive sampling method. Afterwards, the information was analyzed using Q-factor analysis. The findings of this study showed that fourdifferent Mental Models can be identified among the research participants regarding the purchase of foreign kitchen appliances, which explained 71% of the total variance of the opinions. Four mentalities including Quality-based mentality, Brand-based mentality, Function-based mentality and Racist-based mentality resulted in the interpretation of the outcomes and the importance and prioritization of identified factors was explained based on Mental Models. Finally, guidelines for the use of these factors have been suggested.

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APA: Copy

KHORASANI TOROGHI, HAMED, & Keshavarzi, Niloofar. (2019). Mental Models of foreign kitchen appliances buyers using Q methodology. JOURNAL OF BRAND MANAGEMENT, 5(16 ), 183-215. SID. https://sid.ir/paper/397891/en

Vancouver: Copy

KHORASANI TOROGHI HAMED, Keshavarzi Niloofar. Mental Models of foreign kitchen appliances buyers using Q methodology. JOURNAL OF BRAND MANAGEMENT[Internet]. 2019;5(16 ):183-215. Available from: https://sid.ir/paper/397891/en

IEEE: Copy

HAMED KHORASANI TOROGHI, and Niloofar Keshavarzi, “Mental Models of foreign kitchen appliances buyers using Q methodology,” JOURNAL OF BRAND MANAGEMENT, vol. 5, no. 16 , pp. 183–215, 2019, [Online]. Available: https://sid.ir/paper/397891/en

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