Categorize the Predictors of Consumer Behavior Based on Purchasing Behavior in the Beverage Industry

Subject Areas :

Reza Kiani ¹ , ehsan abedi ² , Seiied Mahmood Hashemi ³ , hamidreza yazdani ⁴

1 - Ph.D. Candidate, Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Assistant Prof., Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Associate Prof., Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Associate Prof., Department of Commerce Management, Farabi College, University of Tehran, Qom, Iran.

Received: 2024-07-16 Accepted : 2024-08-19

Keywords: Predictors, Consumer Behavior, Purchasing Behavior, Beverage Industry,

Abstract :

Nowadays traditional marketing approaches have lost their effectiveness and efficiency, and organizations must adapt their products and services to the needs and desires of customers to maintain their market position. In this regard, paying attention to the predictors of consumer buying behavior and their categorization is important. Therefore, the aim of this article was to categorize the predictors of consumer behavior based on buying behavior. Due to the mixed of the research the statistical sample of the qualitative part was 15 experts and the quantitative part was made up of 10 managers and activists in the beverage industry. The results of the interpretive structural modeling method indicate that the predictors of consumer buying behavior can be categorized into two levels that in the first level there are factors of biological, customer-oriented commercial, individual social unstable and internal micro and the second level, factors of external macro, financial, and brand-oriented commercial.

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