Explaining the strategic model of marketing management with an emphasis on the attitude of consumers with conserding factors creating during the corona epidemic period: A case study in cosmetic products

Birqi Panah, Ebrahim; Askari, Ahmad; Naami, Abdullah; Rousta, Alireza

Explaining the strategic model of marketing management with an emphasis on the attitude of consumers with conserding factors creating during the corona epidemic period: A case study in cosmetic products

Document Type : Original Article

Authors

Ebrahim Birqi Panah ¹

Ahmad Askari ²

Abdullah Naami ³

Alireza Rousta ⁴

¹ Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran

² Assistant Professor, Department of Business Management, Lamard Branch, Islamic Azad University, Lamard, Iran

³ Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

⁴ Assistant Professor, Department of Business Management, Quds City Branch, Islamic Azad University, Quds City, Iran

Abstract

Managers and marketers in the field of business development always try to predict their buying behavior by knowing the customer and the environmental conditions as well as possible and place their products and services in the way of the customer's selection and purchase process. In this regard, studies show that marketers should focus on changing consumer mentality, consumer behavior and lifestyle and look for competitive advantage in new conditions. The main purpose of this research was to explain the pattern of marketing management strategies with an emphasis on the attitude of consumers with conserding factors creating during the corona epidemic period. The current research was applied in terms of purpose and descriptive-survey in terms of method. The statistical population of this research was all the consumers of cosmetics and health products, the statistical sample size was estimated to be 384 people using J-power method and they were selected by non-random and accessible sampling method. The data collection tool was a researcher-made questionnaire. Research hypotheses were tested using PLS3 and 25SPSS software with structural equation modeling method. The results showed that the causal conditions have a positive and significant effect on the central phenomenon, the central phenomenon has a positive and significant effect on the strategies, the background conditions and intervening conditions have a positive and significant effect on the strategies, and also the strategies have a positive and significant effect on the consequences of the consumer's attitude.

Keywords

Marketing Management

intelligent

consumer attitude

Customer

coronavirus