TY - JOUR ID - 62019 TI - Identifying Factors Affecting Consumer Channel Choice in Order to Determine the Optimal Pricing Strategy of Multichannel Companies (Case Study: Retail Industries) JO - Consumer Behavior Studies Journal JA - CBSJ LA - en SN - 2717-0004 AU - Nazari, Mohsen AU - Shah Hoseini, Mohammad Ali AU - Hesaraki, Atefeh AU - Nazari, Mehrshad AD - Associate Prof. in Faculty of Management, University of Tehran, Tehran, Iran AD - Business Management Dep.Faculty of management,, University of Tehran AD - Ph.D. in Marketing ,Faculty of Management, University of Tehran AD - Entrepreneurial management,, University of Tehran, Tehran, Iran Y1 - 2022 PY - 2022 VL - 8 IS - 4 SP - 62 EP - 83 KW - Channel Choice KW - Multichannel Retailers KW - Retail Services KW - Psychology KW - Demographics DO - 10.34785/J018.2022.790 N2 - With the spread of the Internet in the business environment; The retail infrastructure has changed, providing new and creative opportunities for marketing and sales activities through various channels, as well as greater flexibility in marketing and pricing decisions for retailers. The purpose of this study is to identify the factors affecting consumer channel choice in order to determine the optimal pricing strategy of multi-channel companies. In this regard, 13 managers of multi-channel companies in different industries were interviewed. In order to analyze the data, the data theory method of the Glaser method was used and the initial codes were identified. Based on the analysis, 418 codes were identified as primary codes. After coding the researches, duplicate codes were removed. According to their semantic similarity and closeness, they were classified into 8 categories including: demographics, product characteristics, retail services, psychological, physical environment, social needs, emotional needs and perceptual value. At the end of this article, according to the mentioned categories, some useful suggestions for choosing the optimal pricing strategy in multi-channel retailers are presented for their managers. UR - https://cbs.uok.ac.ir/article_62019.html L1 - https://cbs.uok.ac.ir/article_62019_be97b40a439162488832086a511f883b.pdf ER -