Designing a Retail Space Model and Self-Concept, Customer Consumerism with a Grounded Theory Approach

Subject Areas : Jounal of Marketing Management

beyza ghasemi ¹ , mehd Rouholamini ² , Ali sorayaei ³

1 - PhD student in Business Management, Babol Branch, Islamic Azad University, Babol, Iran
2 - Assistant Professor, Department of Business Administration, Babol Branch, Islamic Azad University, Babol, Iran
3 - Assistant Professor, Department of Business Administration, Babol Branch, Islamic Azad University, Babol, Iran

Received: 2023-01-01 Accepted : 2023-02-27 Published : 2023-03-21

Keywords: concept. Consumerism. Customer, Self,

Abstract :

The purpose of the current is research Designing a retail space model and self-concept, customer consumerism with a Grounded theory approach And research is inductive in nature and qualitative in method And the data collection tool is a semi-structured interview And the researchers used a set of non-probabilistic purposive sampling methods to select the sample And data collection continued to the stage of theoretical saturation And 14 interviews with experts and university professors and experienced managers in the field of management were conducted And the approach used in the research is grounded Theory technique and Coding done in 3 stages of open coding, axial coding and selective coding In open coding, the categories and concepts extracted from the interviews were listed And similar categories were grouped into main categories And in the axial coding of the extracted categories With the axes of causal factors, the contexts of strategies and intervening measures, facilitators and deterrents and outcomes were analyzed and In selective coding, the type of relationships between criteria and sub-criteria was presented in the form of a grounded theory paradigm and Max QDA software was used to analyze the data. The results show that in the causal factors of the design of the external area in the central factors of the interior environment of the store In the factors background, Individual demographic psychological and social cultural characteristics of the customer In strategies, management factors of store products and support activities Facilitating and inhibiting factors were identified in the interferer and customer consequences and store consequences were identified in the consequence factors.

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