Social Analysis and Presentation the Indigenous Model of the Impact of Tehran Shopping Centers Brand Image on Female Consumer Behavior
Subject Areas : Social Science Quarterlymona manian 1 , bahram kheiri 2
1 - Business Management Department, Tehran Central Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Business Management Department, Tehran Central Branch, Islamic Azad University, Tehran, Iran.
Keywords: Consumer behavior, social analysis, Grounded Theory, Attitude toward shopping centers, Shopping center brand image, Social surrounding, Demographic attributes,
Abstract :
Due to the important role of purchasing as a routine in social processes and development of mall shopping in Tehran in this few years, it is necessary to investigate a comprehensive model to understand their social effects, customer behavior, and dimensions of shopping Centers Brand Image to use for editing invasion strategies by these mall shopping owners. This study try to present a theory on behavior of female customers in shopping centers in Tehran, using a communication approach focusing on culture and social contexts. Herein, background theory research and deep interviewing has been used. Results were explained in 6 main dimensions of shopping centers brand image, attitudes towards shopping centers, customer intentions, consumer behavior, social environment and demographic characteristics and 31 internal components. Finally, a comprehensive and localized model is developed to achieve a proper understanding of customer behavior.
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