An analysis of social factors associated with business value orientation among traditional shopkeepers (bazari) of the city of Esfahan

Subject Areas : Urban Sociological Studies

Hassan Saghafian ¹ ( Department of Sociology, Islamic Azad University, Esfahan Branch, Esfahan, \Iran )
Mansour Haghighatian ² ( (corresponding author), Department of Sociology, Islamic Azad University, Dehaghan Branch, Dehaghan, \Iran )
Shapour Behyan ³ ( Department of Sociology, Islamic Azad University, Mobarekeh Branch, Mobarekeh, \Iran )

Received: 2022-05-09 Accepted : 2022-05-09 Published : 2022-02-20

Keywords: Work Ethics, media usage, business value orientation, professional obligation, generation obligation,

Abstract :

The present article provides an analysis of social factors associated with business value orientation among traditional shopkeepers (bazari) of the city of Esfahan. On the basis of theoretical framework and previous research, 5 social factors were identified as the main independent variables and their influence on business value orientation of traditional shopkeepers was studied. These factors were professional obligation, generation obligation, work ethics, media usage, and socioeconomic status. The research method was survey and research population consisted of all those who had business activities in Esfahan. 524 of Esfahani bazaris were selected through a multi-step cluster sampling technique. The findings showed that all the independent variables could explain 32 percent of the variance in business value orientation. When independent variables were considered separately, it was found that only the variable professional obligation was significantly related to business value orientation.  

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