Developing a Supply Chain Model Based on an Effective Marketing-Mix Approach to Consumer Behavior in the Automotive Industry: A Qualitative Thematic Analysis

Mostafa Hakemifar; Babak Hajikarimi; Abdollah Nazari

Authors

Mostafa Hakemifar PhD Student, Department of Management, Ab.C., Islamic Azad University, Abhar, Iran Author https://orcid.org/0009-0008-2225-055X
Babak Hajikarimi Assistant Professor, Department of Industrial Management, Faculty of Humanities, Ab.C., Islamic Azad University, Abhar, Iran https://orcid.org/0000-0003-2372-0791
Abdollah Nazari Department of Management, Ab.C., Islamic Azad University, Abhar, Iran Author https://orcid.org/0000-0002-9385-275X

Keywords:

Supply chain management, marketing mix, consumer behavior, automotive industry, thematic analysis, qualitative research, after, sales service, supply, chain integration

Abstract

This study aimed to develop an integrated supply-chain model based on an effective marketing-mix approach to explain consumer behavior in the automotive industry. This applied qualitative study constituted the exploratory phase of a mixed-methods research project. Data were collected through semi-structured interviews with 12 experts in automotive supply-chain management, marketing, production, distribution, logistics, and after-sales services in Iran. Participants were selected through purposive and criterion-based sampling, and interviews continued until data saturation was reached. The interview transcripts were imported into MAXQDA 2020 and analyzed using thematic network analysis. Meaning units were identified, coded, compared, and organized into basic, organizing, and global themes. Credibility was enhanced through repeated review of the transcripts, expert consultation, constant comparison, analytical memoing, and maintenance of an audit trail. The analysis generated four interconnected supply-chain blocks: suppliers, manufacturers, distributors, and logistics and support services. In the supplier block, the principal themes were quality, price, timely delivery of parts, innovation, and communication. The manufacturer block comprised quality, timely delivery, price, innovation, and collaboration. The distributor block included after-sales services, a strong distribution network, collaboration with manufacturers, and experience and expertise. The logistics and support block consisted of experience and training, effective communication, coordination capability, technology use, and compliance with standards. The findings indicated that consumer behavior is influenced by the combined effects of product quality, price fairness, delivery reliability, innovation, information transparency, distribution accessibility, technical support, and after-sales service. The themes also showed that weaknesses in one supply-chain block can reduce the effectiveness of the entire marketing mix and negatively affect perceived value, satisfaction, purchasing intention, and customer loyalty. Effective management of consumer behavior in the automotive industry requires the strategic integration of marketing-mix decisions with coordinated supplier, manufacturing, distribution, logistics, technological, and service capabilities.

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