Document Type : Research Paper
Authors
1
Assistant Professor, Department of Management, University of Guilan, Guilan, Iran.
2
Master's graduate, Department of Management, Khwarazmi University, Business Management, Marketing Major (MBA), Tehran, Iran
3
PhD student, Department of Management and Accounting, Allameh Tabatabai University, Tehran, Iran
4
Master's graduate, Department of Management and Accounting, Business Administration, Marketing major, Al-Zahra University, Tehran, Iran
10.22034/cbsj.2025.136577.2248
Abstract
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,
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