Presenting the Retail Consumer Behavior Model with the Mixed Approach

Document Type : Original Article

Authors

1 PhD Student in Marketing Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran

2 Professor, Department of Industrial Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

3 Faculty Member (Associate Professor) Islamic Azad University Research Management Faculty, Department of Management, Tehran, Iran

10.22034/cbsj.2024.138599.2486

Abstract

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.

Keywords

Main Subjects

References

Amiri, N., Nopasand Asil, S. M., & Akbari, M. (2015). The influence of consumers' beliefs on their impulse buying in an online environment. New Marketing Research Journal, 5(3), 21-34. (In Persian)
Amiri, S., & Rezaee, B. (2023). Analysis of Consumer Buying Behavior Affected by Awareness of Sustainability in the Fashion Industry (Case Study: Garment Industry). Consumer Behavior Studies, 10(3), 45-69. (In Persian)
Anderson, W. T., & Golden, L. L. (1984). Lifestyle and psychographics: a critical review and recommendation. Advances in consumer research, 405-411.
Bafandeh Zendeh, A., & Danaye Nemat Abad, N. (2017). Analyzing Consumer Preferences for Domestic or Foreign Goods by Agent-based Modeling (Case Study: Home Appliances). New Marketing Research Journal, 7(1). (In Persian)
Bramall, C., Schoefer, K., & McKechnie, S. (2004). The determinants and consequences of consumer trust in eretailing: a conceptual framework. Irish Marketing Review. 7 (1/2), 13-22.
Cole, T. (2020) Available now manufacturers and retailers prepare for the stabilization after COVID-19. Marketing in Ukraine. 2 (119), 7-10.
Das, G., Agarwal, J., Malhotra, N. K., & Varshneya, G. (2019). Does brand experience translate into brand commitment: A mediated-moderation model of brand passion and perceived brand ethicality? Journal of Business Research, 95, 479-490. ‌
Duarte, P., Costa e Silva, S., Bernardo Ferreira, M. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM, Journal of Retailing and Consumer Services, 44, 161–169.
Groening, C., Sarkis, J., & Zhu, Q. (2017). Green Marketing Consumer-Level Theory Review: A Compendium of Applied Theories and Further Research Directions, Journal of Cleaner Production, 8.
Hui SK, Bradlow ET, Fader TS (2009) Testing behavioral hypotheses using an integrated model of grocery store shopping path and purchase behavior. Journal of Consumer Research. 36, 478-493.
Jaiswal. D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers, Journal of Retailing and Consumer Services, 41, 60-69.
Joola, N., Mohammadian, M., Dehdashti Shahrokh, Z., & Nasehifar, V. (2023). Develop a model for consumer support of the website based on perceived richness and interactivity: with the theme analysis approach. Consumer Behavior Studies, 10(1), 26-50. (In Persian)
Khanmohammadi, S., & Mohammadi, M. (2006). Designing a model for evaluating the effectiveness of advertising media on consumer behavior. Marketing Management, 2(3), 27-46. (In Persian)
Kim, J. & James, J. D. (2019).  Sport and happiness: Understanding the relations among sport consumption activities, long-and short-term subjective well-being, and psychological need fulfillment, Journal of Sport Management, 33(2), 119-132.
Kumar, A., Chaudhuri, D. S., Bhardwaj, D. A., & Mishra, P. (2021). Impulse buying and postpurchase regret: a study of shopping behavior for the purchase of grocery products. Abhishek Kumar, Sumana Chaudhuri, Aparna Bhardwaj and Pallavi Mishra,
Mittal. B, (2015). Self-concept clarity: Exploring its role in consumer behavior. Journal of Economic Psychology, 46, 98–110.
NabiKhan, SH, Mohsin. M, (2017). The power of emotional value: Exploring the effects of values on green product consumer choice behavior. Journal of Cleaner Production, 150, 65-74.
Peter J P & Olson J. C. (2008). Consumer behavior and marketing strategy. Boston: McGraw-Hill/Irwin.
Roy, P., Datta, D., (2022). Theory and Models of Consumer Buying Behaviour: A Descriptive Study, Parishodh Journal, Volume XI, Issue VIII.
Salehi, S. A., & Kazemi, M. (2015). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV). Marketing Management, 10(26), 75-92. (In Persian)
Schiffman, L. G. & Kanuk, L. L. (1999). Consumer Behavior. Prentice – hall Inc.
Schiffman, L.G. & Kanuk, L. L. (1991). Consumer Behavior. 4th Edition, London: Prentice Hall.
Sheth, J. N. (1972). The future of buyer behavior theory. ACR Special Volumes.
Soltani, M., Jandaghi, G., & Forouzandeh Shahraki, P. (2016). Investigating co-creation intention and its correlation with perceived value and positive Word-of-Mouth; considering the role of perceived time risk. New Marketing Research Journal, 6(3), 127-146. (In Persian)
Wilson, T. D., & Gilbert, D. T. (2003). Affective forecasting. In M. P. Zanna (Ed.), Advances in experimental social psychology, Vol. 35 (p. 345–411). Elsevier Academic Press
Consumer Behavior Studies Journal
Volume 12, Issue 2
September 2025
Pages 68-89

Files

Share

How to cite

Statistics