List of Articles تصمیم‌گیری خرید

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  1 - Consumer Involvement and Purchase Decision (Cell Phone as a Case Sstudy)
  O. Mahdieh N. Chubtarash
  Purpose:  To investigate the relationship between consumer involvement and purchase decision. Methodology: The present study has an applied aim and follows a descriptive (survey-correlation) method. The population was the students of Azad University of Sanandaj bra More

  Purpose:  To investigate the relationship between consumer involvement and purchase decision. Methodology: The present study has an applied aim and follows a descriptive (survey-correlation) method. The population was the students of Azad University of Sanandaj branch and the sampling method is stratified random. 372 people were chosen as a sample and questionnaire was used to collect data. Finding: Results of data analysis have shown confirmation of all hypotheses. In other word, there is significant relationship between dimensions of consumer involvement: Interest, Hedonic value, Sign value, Risk importance and Risk probability with purchase decision. Research Limitations: Since the target populations of the study were university students, the results of the study cannot be applied to other cell phone purchasers, Moreover, because cell phone was selected as the product, hence, application of the results of the study to other levels of the product is not possible. Managerial Implications: involvement is not an incontrollable variable for the company; managers and marketers can increase it by adding or emphasizing certain features of their offer and thus have an impact on consumers' decisions. Originality/value: Consumer involvement is a very important concept in marketing and consumer behavior but unfortunately there is little research about it. In this article this concept based on Kapferer and Laurant was surveyed and localized questionnaire was developed.  Manuscript profile
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  2 - Providing a Practical Model for Purchasing Decisions in the Context of Environmental Uncertainty in the Housing Market
  Mehdi Reyvandi mohamad haghighi Alireza Irani
  In today's world, the uncertainty of the housing market causes a lot of social-economic damage for any country, this issue causes fluctuations in the lack of buying and investing in housing. The main goal of this research is to provide a strategic model to ensure consum More

  In today's world, the uncertainty of the housing market causes a lot of social-economic damage for any country, this issue causes fluctuations in the lack of buying and investing in housing. The main goal of this research is to provide a strategic model to ensure consumer decision-making in conditions of uncertainty in the housing market. The current research has been fundamental and practical in terms of its purpose, and in terms of its nature, it is considered part of survey research, and in terms of the approach of this research, it is part of qualitative research. The statistical community of experts in the field of housing (experts of real estate trading companies and experts of housing and urban development organization and subordinate bodies) of Tehran province is Tehran city. Finally, 20 experts participated in this research by using theoretical saturation and coding 241 phrases and introducing 9 concepts that were classified into six major categories of the paradigm model. The results obtained in six cases, which include environmental uncertainty, reassurance discourse, intervening factors, background factors, competitive strategies, and purchasing legitimacy have been identified and the consequence of this decision-making pattern in conditions of purchase uncertainty is to improve the sales performance of companies. Considering the environmental uncertainties in the housing market, it is important to strengthen the confidence-seeking discourse in consumer purchases, which provides the basis for improving the legitimacy of the investor's investment. Manuscript profile