Presenting the model of Muslim consumer behavior in home appliances similar to the original (based on Islamic marketing)

Document Type : Original Article

Authors

• Shamila Mahboub ¹
• Mahmoud Ahmadi sharif ¹
• Sina Nemati Zadeh ²

¹ Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran

² Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

Abstract

Objective: This research was conducted to provide a model for understanding and predicting the behavior of Muslim consumers in buying home appliances similar to the original, within the framework of Islamic marketing.

Research method: The current research is practical in terms of its purpose and survey in terms of its execution method. The approach of this research is mixed (qualitative and quantitative). The research community is made up of home appliance industry experts and similar home appliance consumers who live in Tehran. The sample size was determined in the quantitative phase using Cochran's formula, and 350 people were selected using the multi-stage cluster sampling method.

Findings: In the qualitative phase, a paradigm model of the research was obtained using the foundational data theory method and semi-structured interviews with industry experts. The quantitative phase of the model obtained by the data was analyzed using quantitative methods, and the validity and reliability coefficient of the independent variable was 79. The validity and reliability of the dependent variable was 95/. obtained The obtained data were analyzed descriptively and inferentially using SPSS25 and SMART PLS software.

Discussion and conclusion: The final proposed model was presented in the form of causal, intervening, and contextual factors as well as central phenomena, strategies, and consequences.

Keywords

• Muslim consumer behavior
• original home appliances
• Islamic marketing

Main Subjects

• Muslims consumer behavior

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