Identifying the influencing factors on the purchase intention process of Muslim consumers
farahnaz zare
1
(
)
سید حسن حاتمی نسب
2
(
گروه مدیریت دانشکده علوم انسانی، دانشگاه آزاد اسلامی واحد یزد
)
Shahnaz Nayebzadeh
3
(
Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
)
Kamal Khajepoor
4
(
Assistant Professor, Department of Theology and Islamic Sciences (Quran and Hadith Sciences) Islamic Azad University
)
seyed majid mirhosseini
5
(
Department of Management, Faculty of Management, Islamic Azad University, Yazd Branch
)
Keywords: Purchase intention, Muslim consumer, Islamic marketing, content analysis, fuzzy dimethyl,
Abstract :
The behavioral intentions of a Muslim person in different dimensions, including the intention to buy products, are influenced by Islamic values. Therefore, the main purpose of this study is to identify, categorize and prioritize the factors affecting the intention of Muslim consumers to buy.This research is applied in terms of purpose, exploratory-analytical in terms of nature, and mixed (qualitative-quantitative) in terms of data collection method. Accordingly, in the qualitative phase, by reviewing the literature and background of the research and confirming the factors affecting the intention of the experts Muslim consumer purchases were identified
Then, these components were categorized using the opinion of experts. Finally, by using a pairwise comparison questionnaire, the required data were extracted from 8 experts of the university and field, and by using fuzzy dimethyl, the variables of the components of purchase intention were prioritized.The findings of this research showed that the components considered by Muslim consumers are generally divided into three categories: action, cognitive, and attitudinal
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