Presenting a cognitive model of consumer behavior in home appliance products similar to the original

Abstract

In this research, the cognitive model of consumer behavior in home appliance products similar to the original has been presented. The current research is developmental and applied and has a combined nature. The research method is of a mixed type and has been carried out in two parts, qualitative and quantitative. The statistical population of this research in the qualitative part is academic experts and managers and specialists of the home appliance industry, which includes 12 people using the purposeful sampling method based on the criteria for entering the research. The data collection tool is the qualitative part of the semi-structured interview. The analysis method of this section is to use theme analysis. The quantitative part of the research was carried out by the method of confirmatory factor analysis with a researcher-made questionnaire. The statistical population is the final section of consumers of household appliances, similar to the original, and the number of the statistical sample was estimated to be 213 people based on stratified random sampling. The results of the qualitative part of the research, including the theme network, were summarized in 5 organizing categories and 30 basic themes. These factors include financial and economic factors, including "the lack of financial resources of the consumer to buy the original product, providing discounts and attractive offers by sellers, economic problems and reducing the purchasing power of consumers, the low cost of repairing similar products compared to the original, the inflation rate and its impact on consumer purchasing decisions and growthInformal markets and its effect on the supply of similar products.Cultural, social and psychological factors include "recommendation of friends and family to buy similar products, low level of cultural sensitivity to the originality of products, positive attitude of society towards smart shopping and saving money, the effect of social networks on increasing demand for similar products, social acceptance of using Similar products, cultural differences inValuing the authenticity of the goods and the role of the family and society in raising a positive attitude towards authentic shoppingCoping and awareness strategies include "raising awareness of the differences between original and similar products through