Parvin Afshar; Mohammad Jalili; Alireza Aghighi
Abstract
In mushroom industry and its conversion industries, the variety of products (food / pharmaceutical) is very high, the target market is wide, financial and non-financial resources are limited, accurate identification of profitable customers is time consuming, so traditional marketing methods Cognition ...
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In mushroom industry and its conversion industries, the variety of products (food / pharmaceutical) is very high, the target market is wide, financial and non-financial resources are limited, accurate identification of profitable customers is time consuming, so traditional marketing methods Cognition is not effective enough in attracting and retaining real customers, so adopting smart marketing strategies is a major challenge in industry. The aim of study was to provide a neuromarketing intelligent model to convert potential market to actual market in the IRAN mushroom and its conversion industries. In this applied and qualitative research, through purposive sampling, semi-structured interviewed with 12 experts of neurologist, marketing and mushroom industry. According to Grounded theory, 411 open codes, 246 core codes, 67 sub-categories and 24 main categories were identified as paradigm model. The model validation was confirmed in a quantitative part by SEM in smart-pls. The results showed that main phenomenon consists of three components of senses (physiological characteristics), product personality, product social features. Therefore, through attention and application of the present paradigm model, the emphasis on recognizing the physiological personality and social characteristics of the product leads to a greater understanding of the benefits of neuromarketing applications in the mushroom industry and its conversion industries to turn the potential market into an actual market.
