Meta-Synthesis of Factors Influencing Consumer Behavior in the Strategic Positioning of the Country’s Vegetable Oil Industry
Keywords:
Meta-composition, consumer behavior, positioning, vegetable oil industryAbstract
The aim of this study was to metasynthesis of factors affecting consumer behavior in the strategic positioning of the country's vegetable oil industries. In the present study, the statistical population was articles and documents related to the research area in the period from 2005 to 2018 and from 1385 to 1397 solar. The present study is qualitative in terms of its applied purpose, in terms of the nature of the data and the method of analysis, and in terms of the method of data collection, it is based on documentary information. The research method is descriptive analytical and the open coding method was used to analyze the data. All documents and documents published in the conceptual field of the research in reputable domestic and foreign databases were defined based on keywords and were reviewed in order to achieve a sample that leads to theoretical saturation.In the final research model, two main components of consumer behavior and positioning were identified and quantified. Each of these main components had sub-categories and content codes. Finally, the results were discussed and reviewed, and suggestions were provided to the authorities
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