Explaining the model of impulse buying behavior of young generation consumers with a mixed approach (Case study: Hypereme chain stores)

Subject Areas : Sociological Studies of Youth

Elham Fasih ¹ , Mehdi Rouholamini ² , Shahrbanoo Gholipour ³

1 - Department Management, Babol Branch, Eslamic Azad University, Babol, Iran
2 - Assistant Professor of Marketing Management, Babol Branch, Islamic Azad University, Babol, Iran
3 - Assistant Professor of Marketing Management, Babol Branch, Islamic Azad University, Babol, Iran

Received: 2022-02-07 Accepted : 2022-05-11 Published : 2023-03-01

Keywords: Consumer behavior, Purchasing Behavior, Impulse buying Behavior, Chain Stores grounded theory approach,

Abstract :

impulse buying is one of the most important consumer behavior and the most vital issues in today's market. The purpose of this study is to explain a comprehensive model of impulse buying of young generation customers. The approach of this study is mixed in terms of type of method and in terms of purpose is exploratory-applied research. The statistical population of the present study in the qualitative section includes 14 professors and experts in the field of sales and marketing, and in the quantitative section includes 314 customers of the young generation of hyperme stores in Mazandaran province. Data in the qualitative part of the research were collected through snowball sampling and in-depth semi-structured interviews and the data theory theory approach was used using MAXQDA software including open, axial and selective coding. Also in the quantitative part of the available sampling was used and a standard questionnaire extracted from the paradigm model of the research in the qualitative part was tested using the structural equation method and SPSS and SMART PLS software. The qualitative results of the research in the form of the final approved and fitted model include the central categories of impulse buying, causal conditions, intervening, bedrock, strategic and finally consequential. Also, the results of the research in a small part indicate the confirmation of the hypotheses.