Identifying the factors affecting consumption nationalism from the point of view of consumers (a case study of car consumers in Qom province

Dissertation for Master's Degree

Business Management - Marketing Management Orientation

Abstract

The present research has been carried out under the title of identifying factors affecting consumption nationalism from the point of view of car consumers in Qom province. The purpose of doing it is to identify the socio-psychological factors of consumer nationalism and determine the relationship between these factors and consumer nationalism from the perspective of car consumers. In order to measure consumption nationalism, the CETSCALE scale (Shimp and Sharma, 1987) as well as Hosseinzadeh Sadiani's questionnaire (1386) were used. A questionnaire tool with appropriate validity and reliability was used to collect data related to research variables. A simple random sampling method was used to reach the sample members. According to the results of the regression test, the components of "patriotism", "cultural acceptance", "globalism", "luxury" and "perceived economic threat" have an effect on "consumer nationalism".

The correlation test was used to test the research hypotheses, the results of Spearman's correlation test indicate the existence of a correlation between the socio-psychological factors of consumer nationalism and nationalism. It was consumerism. At the confidence level of 95%, the main hypothesis and all 5 hypotheses were confirmed. The component of patriotism, cosmopolitanism and perceived economic threat have a positive correlation and the component of cultural acceptance and luxury have a negative correlation. 

Key words:

Consumer nationalism, patriotism, globalism, perceived economic threat, cultural acceptance, luxury, car consumers of Qom province

Chapter 1

Research overview

1-1- Introduction

Since the consumption of domestic goods of any country plays a very important role in the growth and development of industries It has an impact on the country's domestic economy and has an impact on macroeconomic variables, supporting the production and consumption of domestic goods has always been the priority of the country's economic and commercial policies. In the field of supporting the consumption of domestic goods, measures such as encouraging compatriots to consume domestic goods, imposing tariffs on imported goods, and requiring government organizations to supply their needs from domestic products have become popular in recent years. 1-2-Statement of the problem

One of the topics discussed in economics and commerce is "nationalism" and it seems that the people of Iran have high nationalistic tendencies and subsequently "consumer nationalism". And these nationalistic tendencies can be considered as a competitive advantage for domestic products against foreign products.

However, despite encouraging the consumption of domestic products and supporting domestic products in various ways, such as limiting the entry of foreign goods and proposing issues such as national products (for example, national cars), there is a great tendency towards foreign goods and even supplying them through smuggling. Therefore, knowing the level of consumer nationalism and measuring it scientifically is necessary.

Therefore, in this research, we investigate the factors affecting consumer nationalism in Qomi, one of the cities of Iran, and determine the variables influencing this tendency and the effect of this tendency on the evaluation of domestic and foreign products, so that by knowing the extent of consumers' willingness to ignore the desirability of consuming foreign goods due to nationalistic tendencies, the government plans to support domestic production, fight against smuggled goods, and monitor on imports and even in the case of commercial embargo on Iran by other countries, consider the effect of this factor and Iranian producers should also be aware of the level of support of Iranian consumers for domestic goods, and in other words, the domestic advantage of their manufactured products compared to the products of their foreign competitors, and include them in their plans. consumer to examine the evaluation of domestic and foreign goods in different classes of goods. 1-3- The importance and necessity of research The economic growth and development of any country depends on the increase in production and that in turn is related to the consumption chain. Based on this, the consumption market of any country can play an effective role in promoting the production of that country.. For this purpose, knowing the degree of desire to consume domestic goods and identifying the factors that increase or decrease this desire can be very effective for domestic companies in competition with international companies so that they can use this desire as a competitive advantage in the Iranian market.

With the introduction of Iran's membership in the World Trade Organization and the liberalization of the import of foreign goods, Iranian companies can, by knowing the level of consumer nationalism of Iranian consumers, produce goods that have more consumer nationalism than them. have taken action and prepare themselves for close competition with foreign goods in areas where there is less nationalistic tendency.

By determining the level of consumer nationalism and the degree of willingness or unwillingness to products that are sold with national names, the government can make better decisions in its policies in the field of supporting or not supporting these products. Trade with some countries that are applied from time to time due to political or religious tensions on the part of Iran, it seems necessary to be aware of the willingness and satisfaction of consumers with these sanctions and their renouncing the desirability of foreign goods and their application in political decisions.

According to the statements of the Supreme Leader who declared last year as the year of national production, support for Iranian work and capital, by using nationalistic consumption tendencies and increasing them, this factor can be used to reduce goods smuggling.

1-4- Research objectives

Main objective

Identify the relationship between social psychological factors and consumption nationalism of car consumers in Qom province

Sub-objectives

Identify the effect of patriotism on consumption nationalism of car consumers in Qom province

Identify the effect of cultural acceptance on consumption nationalism of car consumers in Qom province

Identify The impact of globalism on the consumption nationalism of car consumers in Qom province

Identifying the impact of luxury on the consumption nationalism of car consumers in Qom province

Identifying the impact of perceived economic threat on the consumption nationalism of car consumers in Qom province

1-5- Research questions

The main research question

Social psychological factors on the consumption nationalism of car consumers in Qom province Is it?

Research Sub-Questions

Is patriotism effective on consumer nationalism of automobile consumers in Qom province?

Is cultural acceptance effective on consumer nationalism of automobile consumers in Qom province?

Is globalism effective on consumer nationalism of automobile consumers in Qom province?

Is luxury effective on consumer nationalism of automobile consumers in Qom province?

Is the perceived economic threat and consumer nationalism of car consumers effective in Qom province?

1-6- Research hypotheses

The main hypothesis of the research

Social and psychological factors are effective on consumer nationalism of car consumers in Qom province.

Research sub-hypotheses

Patriotism is effective on consumer nationalism of car consumers in Qom province.

Cultural acceptance is effective on consumer nationalism of automobile consumers in Qom province.

Globalism is effective on consumer nationalism of automobile consumers in Qom province.

Luxury is effective on consumer nationalism of automobile consumers in Qom province.

Perceived economic threat and consumer nationalism of automobile consumers are effective in Qom province.

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-9- Scope of research

1-9-1 - Thematic field

What is proposed as the main axis in this research is the identification of social and psychological factors affecting consumption nationalism from the point of view of consumers. Based on this, the topics related to consumer nationalism and its effective socio-psychological factors, including patriotism, cultural acceptance, cosmopolitanism, luxuryism, perceived economic threat, form the subject area of ??this research.

1-9-2 - The spatial domain

The spatial domain of this research is car consumers in Qom province.

1-9-3 - The temporal domain

The temporal domain between It is from February 1391 to September 1392.