Designing a grocery store attractiveness model on the purchase intention of young customers with an emphasis on the reference group
الموضوعات :Beyza Ghasemi 1 , Mehdi Rouholamini 2 , Ali Sorayaei 3
1 - PhD student, Department of Business Management, Faculty of Management, Babol Branch, Islamic Azad University, Babol, Iran.
2 - Assistant Professor of Marketing Management, Babol Branch, Islamic Azad University, Babol, Iran
3 - Assistant Professor, Department of Business Management, Faculty of Management, Babol Branch, Islamic Azad University, Babol, Iran.
الکلمات المفتاحية: purchase intention, Customer, Reference group, Store,
ملخص المقالة :
Abstract: The increasing competition of new technologies and the spread of consumerism have challenged businesses And retail stores operate with very thin profit margins due to the ease of entry and market saturation Therefore, managers of food stores should pay attention to the methods of attracting customers and obtaining information about how to design the physical environment and revise their marketing strategies so that they can gain more competitive advantag Therefore, the aim of the research is Designing a grocery store attractiveness model on the purchase intention of young customers with an emphasis on the reference group of ethnicity and religion and The approach used is also the 'grand theory' method that After obtaining opinions from experts and performing primary, secondary and selective coding of extracted concepts, The researchers validated the verifiability, criticism, believability, and reliability of the results of the research coding paradigm And the central causal factors, intervening, facilitating and hindering, and strategies, actions, and consequences were categorized And the final research model was presented
