نوع مقاله : مقاله پژوهشی
1 استادیار گروه مدیریت، مجتمع آموزش عالی گناباد، گناباد، ایران
2 استادیارگروه مدیریت دانشگاه بین المللی امام خمینی(ره)، قزوین، ایران
عنوان مقاله [English]
One of the problems of Iranian producers is the lack of consumer acceptance of their products and the preference of foreign goods. The purpose of this study is to develop a model for increasing the consumption of domestic goods with a social marketing approach. To design the model, the methodology of qualitative research has been used. For this purpose, the required data were collected using theoretical sampling method and performing 18 semi-structured interviews with senior managers, faculty members and academic experts as well as studying 41 documents. According to the research results, because the problem of preferring foreign goods is rooted in the cultural issues of society, a producer alone cannot solve them and it is necessary for the government to use the social marketing approach to increase the consumption of domestic goods. In social marketing campaigns, both consumers and producers need to be addressed simultaneously. Because just as the Iranian consumer's duty is to buy domestic goods, so the Iranian producer's duty is to produce high quality goods at a competitive price. In order to increase the consumption of domestic goods, educational, promotional and financial tools should be used simultaneously to increase the material and spiritual costs of consuming foreign goods, as well as financial incentives for consumers and domestic distribution channels. On the other hand, the supply of smuggled goods at distribution points must be strongly combated. In order to promote the consumption of domestic goods, in addition to official advertisements, verbal advertisements in the form of popular scans in cyberspace should be used. Increasing consumption of domestic goods will lead to achievements such as economic and political independence, job creation, increasing national wealth, reducing inflation and controlling liquidity.