Designing a Model for the Role of Women in the Family Purchasing Decision-Making Process Considering the Impact of Viral Marketing (Case Study: Women in Tabriz)

Subject Areas : Biannual Journal of Value Chain Management

Aliakbar peyvasteh ¹ , Alii Gorbani ² , Elnaz Hazem ³

1 - Assistant Professor, Faculty of Management, Department of Management, Osveh Tabriz, Iran.
2 - Assistant Professor, Faculty Member, Department of Management, Payame Noor University, Tehran, Iran.
3 - Master of Business Administration, Osweh Higher Education Institute, Tabriz, Iran.

Accepted : 0621-10-17 Published : 2020-02-20

Keywords: decision making, Women, Viral marketing, family purchases,

Abstract :

The purpose of this research is to design a model of women's role in family purchasing decision-making process considering the impact of viral marketing in Tabriz metropolitan area. This research is descriptive-survey based on its nature and content, and in terms of purpose, it is a type of applied research. In this research, the methodology used to collect the data for the development of the literature is library method, and also to collect data to answer the questions, the field method has been used. The statistical population includes Tabriz metropolitan women whose number is considered unlimited. The sample size was 384 persons according to the unlimited sample size formula of 3845 people. A random sampling method was used to select the women who were used to describe the data from the frequency table and the column diagram for demographic variables and descriptive index table and histogram chart for describing the mean index. In the analytical part of the data, Various methods such as the Kalimogrov-Smirnov test for normalization, exploratory factor analysis, factor analysis, regression test, t-test and Pearson correlation were used for SPSS software. As a result, effective factors on each of the research variables were identified and the final model and applied proposals were presented.