بررسي و تحليل و توصيف وفاداران يكپارچه و افراد متغيير و رابطه آن با ابزارهاي بازاريابي مستقيم در حوزه محصولات بهداشتي آرايشي

Analysing and describing integrated loyal customers and its relationship with direct marketing tools

با توجه به افزايش روز افزون رقابت توليد‌كنندگان و نيز گسترش بازار مصرف محصولات و خدمات و پيشرفتهاي علمي و فني، فرصتي فراهم شد تا محقق، به توصيف و بررسي وفادارن پكپارچه و افراد متغيير و رابطه آن با ابزارهاي بازاريابي مستقيم در حوزه محصولات بهداشتي آرايشي بپردازد. وفاداران يكپارچه، مشترياني هستند كه، در تمام مدت از يك نشان تجاري خريد مي‌كنند. افراد متغيير نيز، هيچگونه وفاداري به نام تجاري ندارند.اين تحقيق بوسيله پرسشنامه، محقق ساخته انجام پذيرفت.كه روايي آن بوسيله استادان بازاريابي تاييد شده است.همچنين از نرم افزار spss و توزيع فراواني و نمودار جعبه‌اي براي تجزيه تحليل داده‌ها استفاده شده است. به منظور گستردگي جامعه آماري ، محقق داروخانه‌هاي شمال شهر تهران را براي اين تحقيق در نظر گرفته است.حجم نمونه بوسيله فرمول كوكران،225 نفراز مشتريان داروخانه‌هاي فوق الذكر مي‌باشد

Sanjar Salajegheh (Ph.D.) 1 Rostam Pourrashidi (Ph.D.) 2 Fatemeh Qavidast3 Abstract Due to increasing competition of manufacturers and expansion of market for products and services as well as technical and scientific improvements an Opportunity was provided for scholar to essay This paper according to customer loyalty and examine Integrated loyal, faithful tributary, loyal transition, the variable And their relation to direct marketing tools(Catalogs, packages, mail, phone messages. Direct marketing is one of the five Promotion Tools that is used along With the advertising, Advance sales, Public relations and personal sale to Communicate with the target audience. Also customer loyalty is a kind of deep and inner commitment resulting in re-purchases or re-use of a particular product or service considering that the pharmacies in the north of Tehran was chosen for the case study, 230 surveys were distributed, of which 225 cases were accepted. Based on the information available, the results of descriptive statistics were reported, then using inferential statistics and SPSS software along with Spearman and Kendall statistical methods, the hypothesis were examined. Based on the findings, the main hypothesis, (the relation between customer loyalty and direct marketing tools in the field of Cosmetic products) was confirmed, and other secondary hypotheses were accepted as increasing and decreasing. Keywords: Integrated loyalists ،People vary ،Brand.