Developing a Supply Chain Model with a Mixed Marketing Approach that Affects Consumer Behavior in the Automotive Industry using a Qualitative Thematic Analysis Method

Abstract

The present study aimed to investigate the development of a supply chain model with a mixed marketing approach that affects consumer behavior in the automotive industry in 1402. The statistical population of the study was all senior managers of Saipa Automotive Company. Purposive and snowball sampling was carried out and 12 interviews were finally collected. The validity and reliability of the interviews and questionnaires were confirmed using expert opinion and Holst coefficient. Thematic analysis was used to investigate the research objectives and identify themes, blocks, main and sub-themes.
The results of the interviews with experts were coded and analyzed in MAXQDA2020 software. In the theme analysis stage, considering that the researcher's chosen method for analysis is the theme network, the overarching, organizing and basic themes were considered by creating a contrast between the experts' opinions and the topics expressed in the experts' group opinions, and the necessary amendments were made to improve the validity of the research. The results indicated the identification of 5 blocks of suppliers (with 5 main themes and 26 sub-themes), distributors (4 main themes and 21 sub-themes), manufacturers (5 main themes and 23 sub-themes), support and logistics (5 main themes and 25 sub-themes) and environment (5 main themes and 30 sub-themes).