Presenting a gamification model of marketing activities in the FMCG retail industry using the SOR model approach based on Grounded theory

Document Type : Original Article

Authors

• mahdi ghods ¹
• seyedeh masomeh ghamkhari ²
• mahdi zakipour ³

¹ PhD student, Department of Business management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.

² Assistant Professor, Department of Business Management, Payame Noor University, Tehran, Iran.

³ Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.))

Abstract

The purpose of this research is to present a model of gamification of marketing activities in the fast-moving consumer goods retail industry.

The research is of the qualitative study type in terms of fundamental-applicative goal and with an exploratory orientation. In the present study, raw data were first collected using in-depth and semi-structured interviews from 14 experts who were selected according to the mentioned criteria.

At the same time as the interviews were collected, the collected data were analyzed and entered into the coding process. Then, in order to verify and check the validity of the data, the results were presented to the interviewees and experts in the field of retail sales of fast-moving consumer goods, and their opinions were applied in the final model during the discussion and exchange of opinions with them. The results of the data collected from the qualitative analysis stages of the research and their classification were classified into 86 indicators, 48 open codes, 16 core codes, 6 categories and 3 axes of stimulus, organism and response.

The most important motivation that is common among most people attracted to gamification is the motivation of entertainment. A major part of customer decision making is emotional. In many cases, the customer logically needs your product or service.

Keywords

• gamification
• grounded theory
• stimulus
• organism
• response

Main Subjects

• Muslims consumer behavior

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