Mohsen Taheri Demneh; Zahra Heidari Darani
Abstract
In a world where changes are inevitable rule, generational changes are faster and the term "generation" has become a concept only used for a decade. Each generation has different lifestyles and their needs are different with a variety of desires and wishes. From this perspective, the study of the characteristics ...
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In a world where changes are inevitable rule, generational changes are faster and the term "generation" has become a concept only used for a decade. Each generation has different lifestyles and their needs are different with a variety of desires and wishes. From this perspective, the study of the characteristics and attitudes of a generations and intergenerational studies is essential for a better understanding of social behaviors and the way in which future social reality is constructed. The present study as a futuristic study explores the images of the future in the minds of female students born in the decade 1990s. The data of this research were obtained through semi-structured interviews and analyzed by qualitative methods of thematic and narrative analysis. The results of the research show that 8 macro narratives create images of the future in the minds of interviewees. These macro narratives are as follows: i) small steps and gradual changes; ii) the transition from traditional to modern life; iii) social without future; iv) color properties; v) Paradise Homeland; vi) Female participation; vii) future without gender and viii) Mother forever. The findings of this paper show that although interviewees, like most young people in the world, are faced with two categories of social disappointment and individualism as negative images of the future; however, 3 narratives include future without gender, acceptance of the role of motherhood and a positive image of Iran's future reflecting the constructive role of women born in the 1370s in the future of the country.
Management
Amir khanlari; Masoud Keimasi; Mohammad Saleh Torkestani; Iman Yaghoubian
Abstract
The purpose of this study can be divided into two parts. In the first part, the factors are identified that affect the consumer behavior and of cosmetics luxury goods in Iran's market. In the second part, these identified factors are turned into the model of the consumer behavior of luxury cosmetics ...
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The purpose of this study can be divided into two parts. In the first part, the factors are identified that affect the consumer behavior and of cosmetics luxury goods in Iran's market. In the second part, these identified factors are turned into the model of the consumer behavior of luxury cosmetics goods. This study has been conducted using combined method (qualitative and then quantitative method). In the first phase, the data were collected qualitatively through semi-structured deep interviews with consumer focus groups and studied using the theme analysis method. The data were obtained from interviews with 23 subjects. Then, in the second phase using the quantitative method, the questionnaires have been completed by 12 experts of cosmetics industry and turned into a final consumer behavior model using Interpretative Structural Modeling (ISM). In this study, after identifying 12 main categories from the first phase of the study, we achieved four-level model of the consumer behavior using Interpretative Structural Modeling Method (ISM) in the second phase.
