Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Explaining the Intuitive Marketing Model in the Iranian Detergent Industry: A Qualitative Approach Based on Grounded Theory

Document Type : Original Article

Authors
Morteza Jafari Zare 1
Mahmoud Ahmadi Sharif 1
Sina Nematizadeh 2
1 Department of Business Management, ShQ.C., Islamic Azad University, Shahr-e Qods, Iran
2 Department of Business Management, Ct.C., Islamic Azad University, Tehran, Iran
bumara.3.2.15564.35887873.63082532
Abstract
The detergent industry in Iran, as a competitive and dynamic sector, faces numerous challenges in understanding actual consumer behavior and designing effective marketing strategies. The primary issue addressed in this study is the inadequacy of traditional marketing models in identifying and leveraging unconscious and intuitive mechanisms influencing the consumer purchase process, which has caused a significant gap between consumers’ perceived and actual behaviors and reduced the effectiveness of marketing investments. This research aims to develop a paradigmatic model of intuitive marketing in Iran’s detergent industry and to propose a localized framework to identify inspirations, unconscious factors, barriers, and effective strategies to enhance customer experience and brand growth.
This study was conducted exclusively through a qualitative approach involving in-depth interviews with 20 marketing experts, managers, and academic faculty members. The collected data were analyzed and coded using grounded theory methodology. The findings revealed that environmental inspirations, nostalgic associations, national pride, and family narratives are the core roots of intuitive behavior, while contextual factors such as social identity, specialized training, pricing, and purchase experience reinforce the emergence of this behavior. Structural barriers, perceived risks, and rumors were identified as weakening factors. Proposed strategies include product and packaging innovation, creative and sensory advertising, development of intuitive human capital, and enhancement of customer experience.
This research emphasizes that companies should shift their focus from purely rational marketing to investing in the enhancement of unconscious and intuitive capacities of their human resources and products. It is recommended that managers utilize neuroscientific methods, innovative design, and specialized training to create sustainable competitive advantages.
Keywords
Intuitive Marketing
Grounded Theory
Consumer Unconscious Behavior
Detergent Industry
Structural Equation Modeling
Marketing Strategy
Customer Experience

Subjects

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Journal of Intelligent Strategic Management
Volume 4, Issue 2 - Serial Number 10
Summer 2025
Pages 417-462