نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه مدیریت، دانشگاه گیلان، گیلان، ایران.
2 فارغ التحصیل کارشناسی ارشد، گروه مدیریت، دانشگاه خوارزمی، مدیریت کسب و کار، گرایش بازاریابی (MBA)، تهران، ایران
3 دانشجوی دکتر، گروه مدیریت و حسابداری،دانشگاه علامه طباطبائی، تهران، ایران
4 فارغ التحصیل کارشناسی ارشد، گروه مدیریت و حسابداری، مدیریت بازرگانی، گرایش بازاریابی، دانشگاه الزهرا، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The aim of this study was to design and explain the model of combined shopping behavior of customers in large chain stores. This research is mixed (qualitative-quantitative) in terms of applied purpose, in terms of approach, exploratory, and in terms of data analysis. In the qualitative phase of the research, to design a model based on the data theory methodology of the foundation, a group of marketing experts in the retail industry were selected and interviewed in depth. In this phase, the snowball sampling method was used and this process continued until the researcher reached theoretical saturation and a total of 9 interviews were conducted. In the quantitative phase of the research, a large community was needed to fit the model. Therefore, in this phase, customers and consumers of large retail stores in the provinces of Tehran and Hamedan were considered as a statistical population whose number was identified as unlimited (more than 100 thousand people). According to Krejcie and Morgan's table, a population of this size required at least 384 statistical samples. In this study, to select statistical samples, cluster sampling method with equal volume was used and in this process, 500 statistical samples were selected and asked through a questionnaire. In the qualitative phase of the research, because the foundation data theory method was used, the main data collection tool was in-depth and unstructured interviews with experts. In the quantitative phase of the research,
کلیدواژه‌ها [English]
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