نوع مقاله : برگرفته از پایان نامه و رساله
نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 استاد، گروه مدیریت صنعتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 عضو هیئت علمی (دانشیار) دانشگاه آزاد اسلامی واحد علوم تحقیقات دانشکده مدیریت و اقتصاد،گروه مدیریت، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Analyzing consumer behavior is an effective way to know the characteristics of customers of an economic enterprise and to promote and improve effective marketing strategies. Most retail industries, including chain stores, are connected with a huge collection of unclassified and heterogeneous information, so it is necessary to identify appropriate marketing strategies in order to improve the level of customer loyalty, profit and sales. In this research, the behavior of retail consumers was modeled with a mixed approach (qualitative and quantitative). The statistical population is consumers in the retail industry. In the qualitative part, a conceptual model was designed by the opinions of 22 experts in marketing using an open questionnaire. In the quantitative stage, through simple random sampling and unlimited population with a sample of 112 customers of the store in question, the model designed with the Structural Equation Modeling approach was tested. Based on the results, consumer behavior is a function of causal conditions (product condition, product price, place of purchase, discounts, economic conditions, technological conditions, and cultural conditions), contextual conditions (motivation, advertising, education, and mental image) and intervening conditions (consumer culture, personal characteristics and social relations). These factors provide the conditions for actions and interactions (searching for information and evaluating options) that lead to consequences (product selection, vendor selection, brand selection, purchase amount, purchase time, and payment method). In the quantitative part, information analysis was done in two parts of the measurement and structural model. according to the significant components, the final retail consumer model was presented.
کلیدواژه‌ها [English]
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