-
Open Access Article
1 - Investigating the effect of guerilla marketing on consumer behavior with the mediating role of brand equity (Study case: customers of Ofoq Korosh Company in Shiraz)
Hassan Soltani mojtaba amini moghaddamThe purpose of this research is to investigate the effect of guerilla marketing on consumer behavior with the mediating role of brand equity. The research method is a descriptive survey, and the statistical population of the research is the customers of Ofok Kurosh stor MoreThe purpose of this research is to investigate the effect of guerilla marketing on consumer behavior with the mediating role of brand equity. The research method is a descriptive survey, and the statistical population of the research is the customers of Ofok Kurosh stores in Shiraz, which is considered an unlimited population. The sample size was determined as 384 people based on Morgan's table and non-random sampling method is available. The tools of data collection were Guerrilla Marketing Standard Questionnaires of Mehmet Kogerik (2018), consumer behavior of Band P (2019) and special brand value of Aker (1996). In order to check the validity of the questionnaire, experts and professors were used, and for construct validity, the AVE index was used, which indicates that the questionnaire has adequate validity. To measure the reliability of the questionnaire, Cronbach's alpha coefficient was used, which for all variables was above 7. It was found that it indicates the appropriate reliability of the questionnaire. Data analysis was done at two levels of descriptive and inferential statistics using SPSS and PLS software. The quality of information has a significant effect on brand equity. The validity of information has a significant effect on the special value of the Shiraz brand. The need for information has a significant effect on brand equity. The attitude towards information has a significant effect on brand equity. The quality of information has a significant effect on consumer behavior. Information credibility has a significant effect on consumer behavior. The need for information does not have a significant effect on consumer behavior. Attitude to information does not have a significant effect on consumer behavior. The special value of the brand has a significant effect on consumer behavior. Manuscript profile -
Open Access Article
2 - dentification of the most important factors in the decision making of consumers in choosing domestic products with the aim of improving the pattern of using Iranian goods (In line with the year of support for national production)
Firozeh HajialiAkbari narges sadighianThe pattern of consumption of households is changing over time through cultural, social and income developments, and it is expected that, as a consequence, producers and economic planners will move in line with the market and meet the needs of production, import of good MoreThe pattern of consumption of households is changing over time through cultural, social and income developments, and it is expected that, as a consequence, producers and economic planners will move in line with the market and meet the needs of production, import of goods and, in general, the kind of attitude to Construct consumer goods in a realistic and consistent manner with accurate statistics and information. The main objective of this study is to identify and prioritize the most important factors influencing consumer decisions in choosing domestic products with the aim of presenting a pattern of consumption of Iranian goods in the future. The research method is Delphi method, which was conducted by interviewing 34 consumers who had the knowledge and knowledge about Iranian and foreign products. The variables were extracted and after making the questionnaire and verifying its validity, and calculating the geometric mean of the most repetitive variables Consensus was made using MICMAC software. Data analysis and analysis were finalized. Based on the final model presented in the study, it was found that seven variables have the most effect on the tendency of consumers to use Iranian goods. Include: quality, price, product function, packaging, regret after purchase (doubts), Design and warranty, which Iranian manufacturers of goods can use to prioritize these factors in the direction of production and market entry. Manuscript profile -
Open Access Article
3 - Navigational Characteristics Effectiveness of Web Sites on Consumer Behavior and Pre-Purchase Intentions
K. Hamdi K. Heidarzadeh B. KhodayariAs internet usage increases world wide, one important objective of firms on the web is effectivecommunications with consumer.This study looks at the factors that can affect customers’ purchase & sale website, and it models the behaviorof consumers when they ar MoreAs internet usage increases world wide, one important objective of firms on the web is effectivecommunications with consumer.This study looks at the factors that can affect customers’ purchase & sale website, and it models the behaviorof consumers when they are confronted with the navigational characteristics of an internet site. The model ofconsumers’ web navigational behavior designed by Marie-odile Richard and Ramdas Chandra are taken intoaccount to empirically test. Factors in this study are:Challenge, skills, Interactivity, Reasons to visit a website, need for cognition, optimum stimulation level,Navigational cues, site involvement, Exploratory behavior, Attitudes toward the site, pre Purchase intentions.The data were collected online from the home page of on Iraneservice site.We use structural equations modeling to test 10 major hypotheses and 28 sub hypotheses. Statistical analysisof this research is done using Lisrel& SPSS software.The findings generally indicate, what type of consumers (according to their skills, challenge, need forcognition, optimum stimulation level, etc.) are more likely to seek product related information from theinternet, what is the influence of navigational characteristics, and under what circumstances the engage inthis activity (reasons to visit a web site).In addition, with know the positioning of information search in the buying decision process, if marketers canidentify which consumer segments in their market niche rely more heavily on navigational characteristics,and how to decrease the difficulty of navigating on their site for novice surfers. Manuscript profile -
Open Access Article
4 - An Overview of the Impact of Content Advertising on social media on Customers' Intentions to buy in home businesses
Parima Khanbabaei naser azad Fattaneh Alizadeh MeshkaniBrand development and management is a top priority for many organizations because the brand is one of the most valuable assets for organizations. In order to achieve a competitive advantage, the marketing activities considered in these organizations must have an effecti MoreBrand development and management is a top priority for many organizations because the brand is one of the most valuable assets for organizations. In order to achieve a competitive advantage, the marketing activities considered in these organizations must have an effective approach and the brand-related marketing communications must be in line with the marketing strategies. Similarly, researchers have done a great deal of research to understand the factors influencing brand development and management. With the advent of social media and its growing popularity, brands are also using social media as an effective channel to spread marketing communication messages, which has created a new type of communication, which is used in the best way and has become an important turning point. Has been created to successfully create and maintain a brand image, and has provided new opportunities to share brand-related information. Definitely one of the most important marketing communication tools that play a key role in consumer behavior and purchasing decisions is the content of brand advertising. Therefore, this study examines the impact of content on social media advertising on consumer behavioral intent. Manuscript profile -
Open Access Article
5 - The Effect of Virtual Tribes on the Implications of Postmodern Consumer Behavior on Social Media)
Bahram Khairy Mohammad Mehdi PouyanThe growth and popularity of social media is communication among people creating new approaches. This article reviews and synchronization Comments on this concept seeks to investigate and predict the effects of tribes allowable percentage of the consequences of postmode MoreThe growth and popularity of social media is communication among people creating new approaches. This article reviews and synchronization Comments on this concept seeks to investigate and predict the effects of tribes allowable percentage of the consequences of postmodern consumer behavior that its components are consequences faithfully, black marketing, power consumption, Surrealism and pluralism in social media. Questionnaire data were obtained using a sample size of 230 students at, using structural equation modeling using partial least squares analysis software Smart PLS is located. Results predicts that in the aforesaid tribes are permitted to consume a significant impact on all outcome variables Manuscript profile -
Open Access Article
6 - The Effects of Constant Touch on Consumer Behavior: The Case of Iranian Mobile Phone Users
Ali A. Saeidi -
Open Access Article
7 - Assessment and Evaluation of Citizen's Views on the Impact of Commercial Television Advertising on Consumer Behavior (Case of Study: Ardebil City)
Roghaye Eynollahinezhad Rahmatollah Amirahmadi Soroush Fathi -
Open Access Article
8 - Designing a Model for Delaying the Purchase of Supplementary Health Insurance Based on Grounded Theory
ehsan mohsenzadeh sharifi leila Andervazh ebrahim albo naiemiIntroduction: In general, procrastination means leaving work, or doing it at the last minute, and feeling uncomfortable with it. Procrastination means having trouble getting things started and done. Or, to put it simply, procrastination means postponing today's work to MoreIntroduction: In general, procrastination means leaving work, or doing it at the last minute, and feeling uncomfortable with it. Procrastination means having trouble getting things started and done. Or, to put it simply, procrastination means postponing today's work to tomorrow. The purpose of this study is to design a model for procrastination in purchasing health insurance based on data theory. Methods: The present research is applied in terms of purpose and qualitative in terms of research nature and based on data theory. In this study, 14 insurance industry experts and 18 industry clients participated in interviews and focus group meetings. The collected data were encoded in three steps using MaxQDA software. Results: In the open coding section, 383 sentences were coded separately and the highest repetition of comments with 31 cases was related to the factor of distrust in insurance companies. The findings show that three types of psychological, ethical and knowledge factors affect procrastination in insurance. To measure the behavior of procrastination in insurance, three indicators can be used, which are the postponement of the purchase of selected non-compulsory insurance, the postponement of the purchase of compulsory insurance and the postponement of the payment of purchased insurance installments. Conclusion: According to the results, it was found that three psychological, ethical and cognitive factors cause the formation of procrastination behavior in buyers of supplementary health insurance. Manuscript profile -
Open Access Article
9 - Religion and Family Structure: Two Factors Affecting on Consumer Decision Making Styles in Iran
F. Lotfizadeh -
Open Access Article
10 - Measuring Model of Consumer’s Moral Emotions in Sport Marketing: A Scale Development
Jasem ManouchehriPurpose: Despite the various violations of athletes, researchers paid a few attentions to the negative effects of these violations on consumer’s responses. The main purpose of this research was to present a model for measuring the level of consumer’s moral e MorePurpose: Despite the various violations of athletes, researchers paid a few attentions to the negative effects of these violations on consumer’s responses. The main purpose of this research was to present a model for measuring the level of consumer’s moral emotions in facing with doping scandal by endorser celebrity athletes. Methodology: The present research was conducted by an exploratory mixed methodology. Logical induction was utilized for analyzing qualitative data collected from 18 interviews (9 men and 9 women), in addition, 224 sport sciences students of Iranian universities filled out the quantitative questionnaires to run confirmatory factor analysis (CFA) of the measuring model. Findings: The results from CFA and its goodness and badness indexes revealed standard amount of the indexes. Moreover, results showed that the extent of Average Variance Extracted (AVE) for contempt, anger and disgust was higher than 0.5 which revealed Convergent Validity of the named variables. Additionally, the extent of Average Variance Extracted (AVE) for all variables was bigger than the square of their pairwise relationships which also revealed Discriminant Validity. All variables reliabilities were higher than 0.7 which indicated Composite Reliability. Manuscript profile -
Open Access Article
11 - Consumers’ Narratives of consumption, a window to consumers mind a Systematic Literature Review approach
Mohammad Rahim Esfidani Datis khajeheian Mahmoud Mohammadian Emad RahmanianNarratives is an essential part of human communications and has been used to transfer knowledge and experiences by humans. This provides an exceptional opportunity for marketing practitioners to use narratives as a methodological tool to better understand consumer behav MoreNarratives is an essential part of human communications and has been used to transfer knowledge and experiences by humans. This provides an exceptional opportunity for marketing practitioners to use narratives as a methodological tool to better understand consumer behaviors. Consumption narratives as a mean to understand consumer behavior gained popularity in the early 90s. A vast body of researches providing several definitions and features led to ambiguity on the subject. Also, there are not many resources available in Persian for researchers. Hence, to summarize the literature and providing a comprehensive definition and introducing this topic to Persian management literature, marketing practitioners; a systematic literature review approach was employed. This study, qualitative in nature, uses a systematic literature review to select the most prominent and influential articles to come up with a comprehensive definition. Several scientific databases were chosen and based on inclusion/exclusion criteria articles were selected. After a careful and deliberate residing, different definitions and features of consumptions narratives were extracted to formulate the final definition. A comprehensive definition based on several studies is presented. Also, features of different definitions are summarized to shed some light on the different aspects of consumer narratives. Finally, the classification of consumption narratives are provided for the first time in Persian management literature. Also, the method provided in this article might be used as a guideline to perform systematic literature reviews in future endeavors by other researchers. Manuscript profile -
Open Access Article
12 - Presenting the model of the effect of entrepreneurial marketing dimensions on consumer behavior with the approach of structural equations in startups in the field of new technology
HAMIDEH reshadatjo amir ebrahimpourThe aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all co MoreThe aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all consumers who have used the services of five startups (Linkup, Smart Forever, Pigam, Picto, and Onar). To collect information using Morgan's table to determine the sample size, 384 questionnaires were analyzed by random sampling method among sample members, distribution and information by structural equation analysis method and through plus software. All research hypotheses have been confirmed and the effect of entrepreneurial marketing dimensions (pre-eminence, risk-taking, opportunism, innovation, human resource leverage, value creation, firm's tendency to marketing, intellectual and social capital) on consumer behavior to prove Receipt. The results showed that the dimensions of entrepreneurial marketing by influencing consumer behavior, on a better understanding of the use of entrepreneurial and creative marketing among IT startups can increase satisfaction, loyalty and trust among consumers. Manuscript profile -
Open Access Article
13 - The Relationship between Social Media Marketing and Consumer Behavior Based on Age Group with the Mediating Role of Brand Equity in Irancell Communication Services Company
Zeinab Shabaninejad Ehsaneh Nejad Mohammad Nameghi Hassan EsmailpourHow to make a brand valuable in the mind of the customer has become one of the main challenges of companies. One of these valuable resources that has not received much attention is the media and social networks. This research examines the impact of social media on brand MoreHow to make a brand valuable in the mind of the customer has become one of the main challenges of companies. One of these valuable resources that has not received much attention is the media and social networks. This research examines the impact of social media on brand equity from the customers' point of view, as well as their effects on consumer behavior. In terms of the method of data collection, the current research is a descriptive survey and it is considered applied study in terms of purpose. The purpose of present study is to test theoretical concepts in real situations and to solve concrete problems, and in terms of the relationship between variables, is considered correlational, and library studies and distribution of questionnaires were used to collect the data of the statistical community of social network advertising recipients. The statistical population was the audience of social media advertisements. Cluster sampling method was used to determine the composition of the sample. Out of 504 available samples, 384 people responded, which was 76%. In the current research, a questionnaire tool was used, which was adjusted based on the Likert scale. After the descriptive survey of the statistical population of the research, using inferential methods, the statistical analysis of the obtained studies has been undertaken to test the hypotheses through SPSS 22 software. The Kolmogorov-Smirnov test was used to check the normality of the distribution of the variables, the analysis of variance was used to check the significance of the difference between the variables, and the correlation was used to check the relationship between the independent variables and the dependent variable. The main research model has also been tested through Lisrel software and structural equation technique and through factor analysis of the data. The results indicate the confirmation of all the hypotheses and at the end, suggestions have been presented in line with the research hypotheses. Manuscript profile -
Open Access Article
14 - Role and Effect of Psychological and Brand Antecedents on Luxury Consumpation Among Youth Adults
M. A. Abdolvand N. ReihaniThe knowledge of consumer' behavior is considered essential for successful marketing. This is even more important for luxury products, because motives for buying special products are more psychological. In recent years, due to advanced technology, the pur MoreThe knowledge of consumer' behavior is considered essential for successful marketing. This is even more important for luxury products, because motives for buying special products are more psychological. In recent years, due to advanced technology, the purchase of luxury products has become the goal of many people, especially young adults. This study examines consumer behavior of young people (aged 18 to 35) purchasing luxury products. We focus on brand antecedents and psychological antecedents. Variables such as gaining respect, gaining popularity, getting noticed by others, showing who I am, symbol of success, symbol of prestige, indicates wealth, indicates achievement, interest in status, and enhances my image are psychological antecedents; other variables like brand symbolism, brand image congruency and self-concept, brand familiarity and brand aroused feelings are brand antecedents. The study distributed a questionnaire to 525 consumers of luxury watches in Tehran City. The findings show that two criteria significantly affect the consumption behavior of luxury products among youth. Also, the strength of influence for each variables differed due to revenue level, education and sexuality. According to the results, we can apply better communication strategies to this section of the target market. Manuscript profile -
Open Access Article
15 - Presentation of Integrated Model of Consumer Behavior in Electronic Shopping
H. Shafizadeh S. I. Seyedi I. Ghasemi DalarsetaghiConsumers' behavior at the time of shopping on the internet like the traditional model of shopping is the result of some cultural, social, individual, psychological, etc factors. In the recent years researchers have considered shopping behavior in the internet environme MoreConsumers' behavior at the time of shopping on the internet like the traditional model of shopping is the result of some cultural, social, individual, psychological, etc factors. In the recent years researchers have considered shopping behavior in the internet environment and also have designed different models for electronic consumer behavior meanwhile identifying influencing factors. Compilation and review of different perspectives seemingly disparate and an integrated model of consumer behavior presentation is the primary purpose of this article. The article is dialectical and based on analysis, combination and integration of consumer behavior literature. Findings show despite the wide and repeated researches and studies about electronic consumer behavior areas like trust, electronic contracts, prospect, motivators, motives, etc. count to survey the electronic consumer behavior still. The paper using electronic consumer behavior literature and previous empirical researches and by presentation some new influencing factors on the consumer behavior has presented an integrated model of electronic consumer behavior while helping retailers in understanding the electronic consumer behavior. Manuscript profile -
Open Access Article
16 - Recognizing and Ranking Consumers' Purchasing Criteria for Mid-Range Priced Passenger Cars in Tehran, Using Fuzzy AHP
M. A. Abdolvand S. FereidounfarUnderstanding consumers’ needs and purchasing process, is the basis for successful marketing. Recognizing how consumers pass through problem recognition, information gathering, the evaluation of different alternatives purchase decision-making and po MoreUnderstanding consumers’ needs and purchasing process, is the basis for successful marketing. Recognizing how consumers pass through problem recognition, information gathering, the evaluation of different alternatives purchase decision-making and post-purchase behavior are all guidelines for meeting customers needs. On the other hand, knowing the people who are participants in the purchase process and the factors that influence their buying behavior helps marketers offer effective programs for supplying goods and services to the target market. This research has been done to identify the factors that influence the behavior of customers who purchase Iranian passenger cars in order to supply a product which increases their satisfaction increases car companies, market share and the effectiveness of advertisements related to such products. Here, a technique has been presented for ranking purchasing criteria of passenger cars valued at 100-150 million Rials in Tehran, under a fuzzy setting. A methodology is offered based on the Fuzzy Analytical Hierarchy Process. This model includes eight main criteria which are Exterior, Interior, Convenience, Performance, Safety and Security, Economic Aspects, Sales and delivery services and After-sales services, their related sub-criteria and ten additional alternatives (Verna Hyundai, Gol, Peugeot 405 Glx, Peugeot 206 SD, Peugeot 206 V20, Peugeot 206 V8, Samand, Samand LX, Peugeot Pars & Kia Rio). The results showed that Safety and security, Performance, Exterior and Convenience are the most important factors for consumers when passenger car models in the 100 to150 million Rials cost range respectively. Manuscript profile -
Open Access Article
17 - Providing a Model for Identifying the Service Quality Dimensions Within Technology-Based Banking (Case study: Student’s of Islamic Azad University-Arak Branch)
N. S. Najafizadeh A. Mojoodi P. GhasemiPurpose – With the emerging a new phenomenon of Internet, the banks have gone through the traditional process and have reached the stage of modern banking in their career. Following this transition, the banks became familiar with numerous banking technologies. How MorePurpose – With the emerging a new phenomenon of Internet, the banks have gone through the traditional process and have reached the stage of modern banking in their career. Following this transition, the banks became familiar with numerous banking technologies. However, the main concern in the use of these technologies was the quality assessment and their impact on customers’ satisfaction and loyalty. Therefore, the objective of the present study is to provide a model which is able to assess the quality of any kind of banking technologies (whether the technologies that are already in use or those that will be used in the future). Design/methodology/approach – Firstly, exploratory factor analysis (EFA) method was used to identify the service quality dimensions within technology-based banking. Then, the effect of each variable on customers’ satisfaction and loyalty was investigated using structural equations modeling employing LISREL software. Findings – Following exploratory factor analysis, 8 dimensions of easiness, assurance, security, customization, comprehensive being, convenience, support services and the employee knowledge were identified as the service quality dimensions within technology-based banking. Finally, the effect of each of the eight dimensions on the customers’ satisfaction and loyalty was investigated using structural equations modeling. Practical implications –The model obtained in the present study was used to identify the service quality dimensions regardless the applied banking technology, therefore it is considered as a general model which is applicable to any kind of banking technology. Originality/value – The present study provides a general model to identify the service quality dimensions within technology-based banking. Manuscript profile -
Open Access Article
18 - Exploring the Role of Parental Communication Patterns about Children’s Perception of their Influence over Purchases
K. Heidarzadeh N. MotamediSocialization by children is seen as taking place within a socio-cultural environment where family patterns of communication play a pivotal role.The socio-and concept-orientation are two predominant parental communication styles that are likely to affect MoreSocialization by children is seen as taking place within a socio-cultural environment where family patterns of communication play a pivotal role.The socio-and concept-orientation are two predominant parental communication styles that are likely to affect the perceived influence that children believe they hold. This study focuses on the perceived influence of children resulting from the communication pattern adopted by parents. Research is conducted among a dyad consisting of parent and child . Results are reported, conclusions are drawn and recommendations for future research are made. This research that is about the role of parental communication patterns about children’s perception of their influence over purchase showed the positive relationship between a child’s perceived influence on consumption choice decision and the level of concept – orientation held by the parent and no relationship was found between level of socio- orientation held by the parent and child’s perception. It was also found that children of consensual family communication patterns exhibit the highest level of perceived influence on purchase and These will be followed by those from “Plurastic’,“Protective’ and “Laissez - Faire” families. Manuscript profile -
Open Access Article
19 - A Study on the Effective Factors on Young Consumer’s Green Willingness: Tehran case study
K. Hamdi F. Ghaffari A. AfsordeganCommunity progress and the increasing attention to the environment have led numerous companies to regard green concepts as the main source of their strategic shift in company technology and creativity in the products. Moreover, the environmental issues have MoreCommunity progress and the increasing attention to the environment have led numerous companies to regard green concepts as the main source of their strategic shift in company technology and creativity in the products. Moreover, the environmental issues have increasingly become a major concern in Tehran to the effect of applying a number of barriers epidemic production method and environmental principles. The companies have begun to realize the importance of brand green marketing concepts. This study focused on the factors that tend to buy environmentally friendly products in youth as well as ranking these factors. This new research- following a new perspective as compared to the previous studies which used a strategies marketing mix to examine factors affecting the behavior of green purchasing – has discussed the related issues in the framework of consumer behavior theory and social marketing. The statistical populations were between 15 to 29 years old and data collection was done based on questionnaire. Data collection was done through a sample survey on the number of stores in Tehran and 430 respondents were selected to answer to a questionnaire. Secondary data from journals, books and other resources have been collected as well. This study showed that consumers in Tehran have had a strong willingness to buy green products because of their considerable knowledge of green products. The results showed that factors which had the greatest impact in purchasing of green products were social influence, environmental concerns, perceived environmental responsibility and concern for self-image in environmental protection in the young people. The study also contains recommendations on the marketing strategies which lead to the consumers’ willingness towards the purchase of environmentally friendly products . Manuscript profile -
Open Access Article
20 - Exploring the Role of Quality Attributes for Traditional Food Products (With PDO) on Consumer Behavi
H. Vazifehdoust V. R. Mirabi M. MohammadiLiterature review of recent trends underlying the market for quality food products reveals two distinct moves. First, a growing number of consumers have shifted gradually to consumption of regionally denominated products Second, producers have responded t MoreLiterature review of recent trends underlying the market for quality food products reveals two distinct moves. First, a growing number of consumers have shifted gradually to consumption of regionally denominated products Second, producers have responded to these changing consumption patterns by supplying regionally denominated foodstuff. This trust of Protected Designation of Origin (PDO) products arising from the high quality of these products shows positive consumer perceptions about the quality of these products. Consequently, when consumers form a value judgment as to their quality perceptions, it becomes necessary to break the concept of quality into two major groups of factors: the intrinsic attributes and the extrinsic attributes. Whereas the consumer must consider brands quality of PDOs, it is necessary to maintain consumer satisfaction. loyalty, and buying intention toward the intrinsic and extrinsic attribute quality of these products to consider a higher price and repeat purchase. To consider the role of intrinsic and extrinsic attributes of traditional food products with PDO in consumers perception, we selected Boldaji Gaz, which has easy consumer recognition. The statistical population of research is consumers of Boldaji Gaz, with a sample size of 384. For survey hypothesis, we used regression analysis and structural equation model tests. The result shows that the effect of perceived quality of the intrinsic attributes on satisfaction is significant; the effect of perceived quality of the intrinsic attributes on satisfaction is not significant; the effect of perceived quality of the extrinsic attributes on satisfaction and loyalty is significant; and effect of satisfaction on loyalty and buying intention and the effect of loyalty on buying intention are significant. Manuscript profile -
Open Access Article
21 - Effect of Brand Extension Strategy on Brand Image on FMCG and Services Sectors
H. Vazifehdust M. HaririBrand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and test a theoretical model formed by five main factor MoreBrand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and test a theoretical model formed by five main factors related to brand associations, extension congruency and extension attitude. The model tested by path analysis using data from 391 surveys developed under market conditions. The results verify that extension attitude influences brand image, whereas initial brand associations and perceived fit between the new product and either the remaining products (category fit) or the brand image (image fit) are able to strengthen consumer attitude. The study also explains the initial image is the significant factor which influences final image. Manuscript profile -
Open Access Article
22 - Evaluation of Consumer Preferences in the Consumer Decision-Making Process of Foreign Goods
K. Heidarzadeh H. Zand Hesami M. M. HasanlooIncreasing competition in global markets and consequent increase in marketing costs has made essential the improvement of effectiveness of marketing activities and strategies. On the other hand, the attractiveness of the Iran market, increasing competitio MoreIncreasing competition in global markets and consequent increase in marketing costs has made essential the improvement of effectiveness of marketing activities and strategies. On the other hand, the attractiveness of the Iran market, increasing competition among foreign products, and lack of enough investigation in this area, has made unavoidable the need to do such research in Iran. Through the gap analysis method, this research evaluated Iranian consumers’ product attitudes, associated marketing practices, and buying preferences concerning products made in Germany and Japan. The results show that consumers evaluate such products differently. In addition, by determining the priority of effective factors on buying preferences, active companies in the Iran market can apply the results to optimize their marketing strategies. Manuscript profile -
Open Access Article
23 - Colour Performance Online: A Study of 8 Colours in Banner Ads and Backgrounds in Defined Conditions
H. Vazifedoost M. CareyIn the hazardous environment of contemporary business, online ventures need to predict the performance of their websites; where everything can be gauged in terms of their audience's behaviour in reaction to online exposure. Designing interfaces without ha MoreIn the hazardous environment of contemporary business, online ventures need to predict the performance of their websites; where everything can be gauged in terms of their audience's behaviour in reaction to online exposure. Designing interfaces without having a good conception of website components is just a leap in the dark. Intuitive drawing up a patchwork of fonts, words, images, sound, animations, colours, functional parts, etc. may not always bear the exquisite fruit. Nor does ad hoc imagination with trial and error unfailingly let this merry-go-round go round. Designers need to enjoy guidelines which can't lead them on! Colour is the first factor we focused on, from a log file analysis point of view; to be continued by other rings of the chain, hopefully moving towards a comprehensive online consumer behaviour model. Manuscript profile -
Open Access Article
24 - The Impact of Contextual Factors, Brand Loyalty and Brand Switching on Purchase Decisions Young Consumers
H. Safarzadeh B. Kheiry R. Agha Seyed AghaThe consumer culture in has evolved into one of the most powerful ingredients shaping individuals and societies in the modern world. Furthermore, Consumer operate in a dynamic and ever-changing environment, which in itself demands a re-examination of their behavioral in MoreThe consumer culture in has evolved into one of the most powerful ingredients shaping individuals and societies in the modern world. Furthermore, Consumer operate in a dynamic and ever-changing environment, which in itself demands a re-examination of their behavioral intentions and purchase decision influences from time to time. This study looks in to how contextual factors vis-à-vis loyalty and switching impact consumer purchase intentions. The statistical universe in this research includes students of Faculties of Islamic Azad University-Central Tehran Branch. (380 members select to form the statistical sample) The research method is Descriptive one .In order to gather data a questionnaire has been used. Content validity is used for testing validity of the question and Cronbach alpha method is used for reliability of questions. The analysis of results is done with Structural Equation Model (SEM). Study findings indicated that contextual factors substantially influence brand loyalty and consumer’s purchase decisions. But contrary to the expectation, the impact of contextual factors on brand switching was not significant. Moreover, a significantly positive relationship between brand loyalty Criteria and purchase decision was found. It is likewise between brand switching and purchase decision. The findings of this study highlight the importance of testing complex associations via holistic frameworks such as one presented in this study. These concepts provide useful insights for researchers and managers. Manuscript profile -
Open Access Article
25 - Evaluating the Joint Effect of Brand Cognitive and Brand Relationships Variables on Consumers’ Purchase Intentions
M. Samadi Z. ZiaeiThe purpose of this paper is to evaluate the joint effect of brand cognitive and brand relationships variables on consumer purchase behavior. For this purpose, the proposed model combines brand knowledge and brand relationship variables and shows how know MoreThe purpose of this paper is to evaluate the joint effect of brand cognitive and brand relationships variables on consumer purchase behavior. For this purpose, the proposed model combines brand knowledge and brand relationship variables and shows how knowledge and relationships affect current and future purchases. To identify the proposed effect of brand knowledge and relationships on consumer purchase behavior, a total of 170 usable questionnaires were collected from AIU faculty members. Multiple regression analysis was used to test and analyze hypothesizes on Hacoupian Clothing. It was found that brand awareness positively affects current and future purchases, brand satisfaction and brand trust. Both brand satisfaction and brand trust have a positive effect on brand attachment. Finally, brand attachment affects future purchases but not current purchases.These findings can assist brand managers who spend considerable resources on measuring brand awareness and brand image. It is recommended that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it, and feel attached to it. Manuscript profile -
Open Access Article
26 - Consumer Ethnocentrism in Small Appliances Industry of Iran
M. A. Amirshahi Sh. MazharyMany Iranian managers are worried about Iran beings accepted in world trade organization and the required changes they have to introduce within their institutes. Their main concerns have two reasons: on the one hand, they have to compete with well known i MoreMany Iranian managers are worried about Iran beings accepted in world trade organization and the required changes they have to introduce within their institutes. Their main concerns have two reasons: on the one hand, they have to compete with well known international brands that are active in Iran. On the other hand, they have to deal with Iranian consumers' inclination, if not infatuation, towards the use of well known international brands.Unfortunately, Iranian exporting companies had limited success in establishing their brands overseas. As reported in the literature, "Country of Origin" plays a more important role in consumers purchase decision, than quality or price. Hence, we will study the status of Iranian consumers' ethnocentrism in small appliances industry. In this survey research, a sample of 384 consumers of small appliances in Tehran was chosen. 262 filled out and usable questionnaires were collected and analyzed. Data analysis was made with SPSS, using one sample t-test. Research findings indicate that in line with previous research findings in other developing countries, Iranian consumers evaluate Iranian made products as lower quality than similar products made in the developed countries such as France, Japan or Italy. Manuscript profile -
Open Access Article
27 - Determining the Relationship between Store Image, Customer Satisfaction, Behavioral Intention and Short Distance (Case Study in Shahvand Chain Super Market of Tehran)
H. Javanmard S. HoseiniPurpose: The purpose of this paper is to study the relationships among store image, customer satisfaction, behavioral intentions (BI) and short distance in shahrvand chain super market in Tehran. Methodology: 300 questionnaires were distributed. Finally 290 questionnai MorePurpose: The purpose of this paper is to study the relationships among store image, customer satisfaction, behavioral intentions (BI) and short distance in shahrvand chain super market in Tehran. Methodology: 300 questionnaires were distributed. Finally 290 questionnaires were collected and analyzed. Since the present study aimed to explore the relationship between store image, customers’ satisfaction, and customers’ behavioral intentions, and the proximity of shops to customers, and also to determine the influence of each factor, Shahrvand chain stores customers were randomly asked to comment on this issue. Findings: attitude to services and store ambience are positively associated with their positive store image. Besides, positive store image has a positive relationship with customers’ behavioral intentions and customers’ satisfaction. The relationship between short distance and customers’ satisfaction is significantly positive. Originality/value: Several studies have shown that, in general, store image is important to attract and retain customers. This paper depicts the specific influences of image specifically on customer satisfaction and behavioral intention. Factors related to image have been discussed as their attitudes which touch areas of organizational behavior that have been embedded in the model, contributing to the originality or the value of the study. Manuscript profile -
Open Access Article
28 - Investigation the Effects of Cognitive and Affective Evaluations on Behavioral Intentions
M. A. Abdolvand P. Parakhodi MoghaddamThe purpose of this research is investigation the effects of cognitive and effective evaluations on behavioral intentions in the hedonic services. These services can be defined that are focused on the consumption experience, Therefore it includes the pleasure, fun and e MoreThe purpose of this research is investigation the effects of cognitive and effective evaluations on behavioral intentions in the hedonic services. These services can be defined that are focused on the consumption experience, Therefore it includes the pleasure, fun and excitement. Given that the visitors of the films in this study constitute the statistical population level in Tehran, so Tehran is divided into five regions: North, South, East, West and center and cinemas in this area is considered as the spatial domain. The present investigation, of the purpose, is action and according to the method is descriptive research of the category survey. For this purpose, based on single-stage cluster random sampling, an example of cinema visitors and using structural equations model were tested thirteen research hypotheses. Results indicate the loyalty direct impact on willing to pay more, In other words, consumers are willing to pay more hedonic services that strengthen the relationship with a supplier. Disconfirmation has a direct relationship with emotions and the satisfaction is directly and indirectly affected. Manuscript profile -
Open Access Article
29 - The Priority of Effective Factors on Customer's Loyalty with Using of ECSI Model
M. Haghighi Kaffash M. AkbariIn This Competitive world a dominant position in the market and offering products with superior quality are factors that help producers in establishing a durable competitive advantage. Customer loyalty isn’t a privilege but it's a score that should be achieved. Th MoreIn This Competitive world a dominant position in the market and offering products with superior quality are factors that help producers in establishing a durable competitive advantage. Customer loyalty isn’t a privilege but it's a score that should be achieved. The main purpose of this present paper was to identify the effective factors on customer loyalty of Shirin -Asal Company. This research used “European Customer Satisfaction Index “ through focusing on three factors of "Customer satisfaction", "perceive image from company" and "software perceive quality" which are effective in gaining customers’ loyalty. In this research 420 questionnaires were distributed among products consumers of company in Tehran randomly and 385 completed questionnaires were collected. The statistic analysis the study findings indicated that at 95% confidence level, all the factors identified on the two main indexes of consumers loyalty (Frequency of purchase and Introduction the products to others) of Shirin- Asal company products were effective. Manuscript profile -
Open Access Article
30 - Consumer Involvement and Purchase Decision (Cell Phone as a Case Sstudy)
O. Mahdieh N. ChubtarashPurpose: 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 MorePurpose: 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 -
Open Access Article
31 - The effect of TV advertising on audience behavior change based on Dagmar Model (Case study: LG agencies in 5 and 11 regions of Tehran)
alireza sabbagh Peyman ghafariIntroduction and purpose: media advertisment is one of the most important instrument for attracting consumers to new markets. Where'as, the goal of advertisement is changing consumer's behavior, there shoud be proper study on useful advertisement models and mussmedia in MoreIntroduction and purpose: media advertisment is one of the most important instrument for attracting consumers to new markets. Where'as, the goal of advertisement is changing consumer's behavior, there shoud be proper study on useful advertisement models and mussmedia in order to companies can reach to their aims. Among all types of mass media's ads; TV as a media that can cover many different types of people by different networks has an intensive influence on families. TV, in compare to other massmedia, is more effect on all kinds of people's physical and spiritual life in difference ages, education and jib situations. One of the reason's that couse this charactertics, is it's visual and audial property, and also it's moving ability as a massmedia. LG company is one of the home hecessaries producers that because of external pressures, great amount of competitors and prepation more choosing condition, goes to advertiding and other ways to attract consumers for achieving goal should pay abuhdant costs every year. So, having information about manner and effectiveness of TV ads as a mass media on motivation for purchasing, can prepare everythings for rebuying goods. Thus, this research study the effect of TV ads on changing behavior of LG consumers according to Dagmar model. Manner of research: This research is practical and according to gathering information and data analysis, is descriptive and scientific. Statistical population of research is consist of all LG company customers in 5,11 districts of Tehran. 381 customers were needed, which were studied by available sampling and instrument for research was questionnaire that was made by researcher, for analysis of data, there were used of "Pearson" and "Regreson" tests by spss and 22 version. Findings: Findings shows that TV ads have positive and significant effect on respondents awareness and their perception of ad's message, respondents convince and decision for purchasing. Result: According to findings, TV ad's cause customers try to buy goods according to their own cognitions and use them. Positive experience of quality of the products if has suitability with customer's needs, cause introduce them to others. Manuscript profile -
Open Access Article
32 - Development of Social Commerce and Analysis of Consumer Behavior
Mohamad hesam JahanmiriThe emergence of social commerce has made important changes in business and consumers. Hence, it is very important to understand consumer behavior in the field of social commerce for companies that intend to benefit better consumers from more powerful sites.In this stud MoreThe emergence of social commerce has made important changes in business and consumers. Hence, it is very important to understand consumer behavior in the field of social commerce for companies that intend to benefit better consumers from more powerful sites.In this study, we carry out a systematic review of social business studies to explain how consumers behave on social networking sites. We classify these studies, discuss significant considerations, and identify important research methods. Also, other goals of this project are to study the factors affecting the durability and customer satisfaction in the social space. Today, due to a lack of consumer confidence in the social space and lack of quality of content, customers are faced with great concerns about the Internet as the strongest media for the social business. Because the social behavior of customers is an important variable in the social space, it is imperative for a business community to maintain its current customers. Therefore, we study the factors affecting social commerce. Manuscript profile -
Open Access Article
33 - A Sociological Study of Relationship between The four dimensions of ethnic identity and Consumer Behavior* (Case Study: Lorestan Province)
Mahmoud Nosrati Ahmad RezaiiAbstract: The term "consumer behavior" is used to refer to the consumption of a product or service and the construction and decision-making process by the consumer. Consumption is a multifaceted phenomenon and cultural factors play a significant role in determining and MoreAbstract: The term "consumer behavior" is used to refer to the consumption of a product or service and the construction and decision-making process by the consumer. Consumption is a multifaceted phenomenon and cultural factors play a significant role in determining and modifying the phenomenon of consumption. Therefore, it is appropriate to examine this phenomenon from a cultural perspective, especially ethnic culture. This research seeks to answer the question: "What is the Relationship between The four dimensions of ethnic identity and Consumer Behavior?”. The statistical population of the study is the population of Lorestan province and the survey method was used to collect data from the sample, which 400 people were selected. Our findings, based on the values of CR (-5.42, -5.57) and P (***) indices, show that there is a significant relationship between the dimensions of ethnic identity and consumer behavior and there is a negative correlation between these two variables, that is, whatever the dimensions of ethnic identity is weaker, the consumer behavior will be stronger. This result is consistent with the results of the study of Ajzan and others and confirms the theory of Ajzan. Manuscript profile -
Open Access Article
34 - Investigation of the impact of experience and environmental knowledge on attitudes and behaviors of consumers’ conscious of the environment
Mahdi Farmani Mohammad Ghaffari Mostafa Zandi NasabBackground and Objective: In today's competitive market, companies are surely able to make competitive advantage and benefit from it in the long run, paying more attention to environmental issues. Therefore, the purpose of this research is to investigate the impact of e MoreBackground and Objective: In today's competitive market, companies are surely able to make competitive advantage and benefit from it in the long run, paying more attention to environmental issues. Therefore, the purpose of this research is to investigate the impact of environmental knowledge on attitudes and behaviors of consumers’ conscious of the environment. Method: This research, is applied in terms of purpose and descriptive in terms of research method. The statistical population of this research includes all customers of Pegah Company throughout the country in January 2019. To this end, 384 samples were selected using available sampling method. In order to confirm the validity of the questionnaire, content validity, construct validity and convergent validity were examined. To assess the reliability of the questionnaire, Cronbach's alpha coefficient was used. Data was analyzed using SPSS 22 and LISREL 8.8 software. Finding: All research hypotheses were approved and the coefficient of determination of attitudes toward the environment and behavior of consumers’ conscious of the environment is 0/51 and 0/35. Discussion and Conclusion: The results of the research show that general environmental knowledge and Eco-friendly knowledge has a significant impact on attitudes toward the environment and environmental experience has a significant impact on attitudes and behaviors of conscious consumers toward environment. Also, attitudes toward environment has a significant impact on behavior of consumers’ conscious of the environment. Manuscript profile -
Open Access Article
35 - Explaining the effects of contemporary consumption behavior in the formation of urban spaces in large-scale shopping centers (Case study: Megamall Ekbatan, Tehran)
Mehdi Moradi Kianoosh Zakerhaghighi Keramatollah ZiariWith the arrival of modernism in the cities of Iran and in parallel with the development process of globalization, commercial spaces have found a new structure and replaced the commercial space in the form of malls (large-scale shopping centers). Also, the behavior of s MoreWith the arrival of modernism in the cities of Iran and in parallel with the development process of globalization, commercial spaces have found a new structure and replaced the commercial space in the form of malls (large-scale shopping centers). Also, the behavior of space users according to the changing role of A city has been transformed and consumption behavior is considered as one of the behaviors of society. so; Identifying the components of the formation of urban spaces in large-scale shopping centers with an emphasis on the consumption behavior of the contemporary era is the main goal of this article. The nature of the topic and research objectives, the ruling approach of this research is "descriptive-explanatory" and "fundamental". The research method is qualitative. According to data collection, a survey method has been used, and interviews have been used as the main tool for data collection. The statistical population includes all users of the space in Ekbatan Megamall, Tehran. According to the theoretical saturation level, the sample size was 30 people in the form of focus groups of 5-6 people randomly. The results of the research indicate that the difference in behavior compared to the past and also compared to the styles of behavior in other traditional markets was considered as another characteristic of megamalls and malls, so that the effects of the malls' space on the nature and quality of the movements and gestures of young people can be seen. And it is a space that encourages consumption and reproduces and organizes this kind of exercise of power within wanderings and unwritten rules by means of the mass volume of showcases, commercial advertisements.Extended AbstractIntroduction:Today, urban spaces have undergone changes due to the change in the lifestyle of citizens on the one hand and the introduction of modernity into urban planning on the other hand, and this is the case that knowing the values, abilities and potentials of contemporary urban spaces can lead to the development and improvement of economic conditions., social, cultural and physical of the city and citizens. Also, New approaches to shopping and consumption as a form of leisure have caused new structures of commercial, service-entertainment spaces in the world, one of which is large-scale commercial centers (megamalls). On the other hand, with the arrival of modernism in the cities of Iran and in parallel with the development process of globalization, the commercial spaces have been extended from the market to the street and gradually transformed into arcades next to the commercial streets, and then hypermarkets with greater concentration and variety. In order to attract different groups of people, they came to work and now this transformation has found a new structure and replaced the commercial space in the form of goods. Therefore, the purpose of this research is to explain the effects of contemporary consumption behavior in the formation of urban spaces in large-scale shopping centers, and in this regard, the main question of the research is as follows: "What are the effects of contemporary consumption behavior in the formation of urban spaces in large-scale shopping centers?"Methodology:The present research, in terms of method, is "descriptive-explanatory”. The research method is qualitative. According to data collection, survey and interview methods have been used as the main tools. The statistical population includes all the users of the space in Megamall, Ekbatan, Tehran. For the purpose of interviews, for the qualitative analysis of the data, the random sampling method was used, and the sample size was 30 people according to the theoretical saturation level in the form of focus groups. 5-6 people have been selected. The analysis has been done based on Carspecken analysis in the following stages: compilation and initial registration of data; analysis and preliminary restorative analysis of data; Dialogue-oriented data production: description of structural relationships; description and explanation of structural relationships obtained from the findings.Results and discussion:Qualitative findings showed that Ekbatan Megamall, as one of the modern commercial spaces, has provided a platform for space users whose age range is 18-35 years, where "showing themselves" and "roaming" are among their obvious goals. The existence of malls and megamalls in cities leads to It has created a new kind of cultural, social and economic experience of the space, which will also cause the development of the consumerism pattern. Also, Megamall Ekbatan commercial complex as a case study in this thesis can be referred to as a consumption space in which the lifestyle, the desires, thoughts and ideals of different space users are idols of traditional commercial spaces and even arcades and can define a new identity of urban spaces in which the needs of users and their presence are different from other spaces. The production of commercial consumption spaces based on the new needs of users, emphasizing the large-scale commercial complex of Ekbatan, is described as follows: this commercial space is a space not for production but for consumption, and as a modern urban space where fashion is one of the characteristics Space users in a way that makes the representational space of "users' experience area or youth roaming" full of power and procedures contrary to the behavioral pattern of users in other commercial spaces, can be discussed and investigatedConclusion:Concluding remarks of this study, Malls and mega-malls provided an arena for the presence and expression of modern citizens' behaviors, which are similar to things like loitering (showing boys and girls to attract attention, walking calmly and rhythmically without a goal, spending free time), consumer images (signs encouraging consumption, bank banners). investment incentive, this is the same as happiness and bank profit, boutique window decorations), and fashionism (different clothing of users in this space, use of brand and different clothes in these spaces, desire and pretending to buy, desire to use different makeup in girls, The tendency to use different hairstyles in boys, fashionable clothes) that these factors caused the creation of contemporary urban spaces with an approach beyond economic and behavioral exchange. Manuscript profile -
Open Access Article
36 - Designing a Marketing Pattern for Retailers of Consumer Goods on Fast Moving Consumer Goods and its Effect on Consumer Behavior
Mostafa Ebrahimi Ismail Hassanpour Ghoroghchi Vahidreza Mirabi Serajodin Mohebi -
Open Access Article
37 - Explanation a model for identifying the fundamental components of consumers' impulse buying behavior With emphasis on ethics in sales using Fuzzy Best-Worst Method (FBWM) technique (Case Study: Refah Chain Stores)
Salman Abbasi Siar Mohammadali Keramati mohammadreza motadelDue to the prevalence of impulse buying behavior among consumers, its academic studies have increased over the last decade. Because of the sales should be high in stores, the study of consumer behavior in impulse buying should be considered by researchers and store mana MoreDue to the prevalence of impulse buying behavior among consumers, its academic studies have increased over the last decade. Because of the sales should be high in stores, the study of consumer behavior in impulse buying should be considered by researchers and store managers. The purpose of this paper is to identify the key factors of consumer behavior in impulse buying with emphasis on ethics in sales using fuzzy screening technique and weighting and prioritizing factors using the best-worst fuzzy method. The population and the statistical sample include 15 modeling experts and academic professors who are fluent in impulse buying and marketing topics After a thorough review of the theoretical foundations and research background, 6 dimensions and 40 indicators were identified. The innovation of the present study is that fuzzy logic and multi-attribute decision-building method have been used to identify and prioritize the components of ethics in Impulse buying sales. The results of fuzzy screening showed, ethics factors in sales; physical; social; temporal; regulatory and individual, as selected dimensions of fuzzy screening along with 21 indicators were selected by experts. Also, the results of weighting the dimensions with the best-worst fuzzy technique showed that the ethics factor in sales was the most important dimension of impulse buying and the individual factor was ranked second, and physical, social, temporal and regulatory factors were ranked third to sixth, respectively. Manuscript profile -
Open Access Article
38 - Designing a consumer behavior strategy model in Iran's start-up industry
mona falsafi fardThere is limited knowledge about consumer behavior, particularly their choices regarding purchasing and using products and services offered by startups in developing countries. This article aims to create a strategic model of consumer behavior in selecting enjoyable pro MoreThere is limited knowledge about consumer behavior, particularly their choices regarding purchasing and using products and services offered by startups in developing countries. This article aims to create a strategic model of consumer behavior in selecting enjoyable products based on factors influencing services in startups within the country. The approach taken in the article is qualitative and practical. Data was gathered through semi-structured interviews, employing the database theory strategy, which includes open-centered and selective coding methods. The fundamental model of this theory was utilized to derive the model presented in the article. Snowball sampling, a targeted sampling method, was employed for participant selection to achieve theoretical saturation. The article's findings show a validated and well-fitted model comprising six primary categories or dimensions: pleasurable shopping motivations, store characteristics, individual characteristics, communication strategies, customer loyalty, and 23 sub-dimensions. The study reveals that pleasurable incentives contribute value to consumers, ultimately enhancing startup companies' marketing strategies for their products' growth and success. Manuscript profile -
Open Access Article
39 - Reviewing customer delight, extracting influential themes: customer delight in the sports industry
farid ganji Sardar MohammadiThe concept of delight Jupiter was introduced to academic literature about 20 years ago. Since then, many academics have studied this structure in different contexts. Unfortunately, there has been no systematic review of delight, so the purpose of this research is a com MoreThe concept of delight Jupiter was introduced to academic literature about 20 years ago. Since then, many academics have studied this structure in different contexts. Unfortunately, there has been no systematic review of delight, so the purpose of this research is a comprehensive review of this structure. The main goals of this review include determining the general themes of the current delight literature, highlighting the strengths and weaknesses of the delight literature to date, and creating a research plan that provides guidance for increasing the scope and depth of delight research. A systematic review of literature has been done to cover what is evident about delight from an interdisciplinary perspective such as hospitality, economics, operations management and marketing. The current study was of a secondary type and a review and review of first-hand sources and articles in this field. For the purpose of detailed study, the researcher investigated the sources of delight Jupiter in the sports and public sector from 2019 to 2022. This is an outstanding move in the literature because the customer satisfaction structure has important implications for both practitioners and researchers in the field. In addition, changes have been made in the way of understanding, examining and applying the structure of delight. In order to achieve further improvements, a clear understanding of customer satisfaction research is necessary. Manuscript profile -
Open Access Article
40 - Students' Complaints Related to Available Service in Offline and Online Environments at QIAU
Abolfazl Tajzadeh Namin Monireh MohagheghConsumers’ complaints are a crucial issue for the survival of any companies. This is why it has attracted much attention in services section. Knowing about the reasons and consequences of this issue helps companies to create a marketing philosophy that not only is MoreConsumers’ complaints are a crucial issue for the survival of any companies. This is why it has attracted much attention in services section. Knowing about the reasons and consequences of this issue helps companies to create a marketing philosophy that not only is aligned with consumers’ satisfaction, but also tries to manage and deal with dissatisfaction. This study aims at studying the students’ complaints from university’s services in both online and offline contexts. Therefore the effects of the following factors have been studied and compared: positive attitude toward complaints, the possibility of any deficiency in providing services in future, the amount of dissatisfaction from services. The importance of the context, the probability of success through complaints, personal norms and the value of complaint in complaints’ intention in both online and offline contexts .The data of the research were collected by distributing questionnaires among the students of accounting and management in Qazvin Islamic Azad University. The results showed that the effect of the above-mentioned variables on complains intention is significant except for the value of complaint in offline context. Note that for the value of complaint, there was no significant difference in both contexts. In other word, students are more willing to complain in face to face or through phone calls. In the end, some working recommendations have been offered that would help educational and service companies to satisfy their consumers through appropriate complaint management. Manuscript profile -
Open Access Article
41 - Identifying the Factors Affecting Consumer Perceptions on Product Safety and Model Presentation (Case study: Home Appliances Consumers)
Saeed Ahmadian Seyed kamran Nourbakhsh Ghasemali Bazaee Seyed Abbas Heydari -
Open Access Article
42 - A Review of Three Decades Using Agent-Based Modelling and Simulation in Marketing and Consumer Behavior
Zahra Sadeqi-Arani Omid Roozmand -
Open Access Article
43 - Explaining the model of impulse buying behavior of young generation consumers with a mixed approach (Case study: Hypereme chain stores)
Elham Fasih Mehdi Rouholamini Shahrbanoo Gholipour -
Open Access Article
44 - Designing the Impulse Buying pattern of young generation customers based on the Grounded Theory Approach
Elham Fasih Mehdi Rouholamini Shahrbanoo Gholipour -
Open Access Article
45 - The Factors Affecting the Customer's Views about Services Innovation: Case Study of Parkometers Users in Qazvin City
J. Mehrabi Z. Maroof Mashat -
Open Access Article
46 - Identifying and Evaluating the Factors Affecting Excessive Buying
F. Taherikia M. Yadegari -
Open Access Article
47 - The Effect of Habit Formation on Consumers Behavior in Iran
Mir Hosein Mousavi Elnaz khojasteh Farid DehghaniIn this paper, the effect of formed habits on consumer behavior was investigated by separating the three effects of generation, age and time (year) by generating a quasi-hybrid data set using the Dayton method. For this purpose, in the field of generations, 14 generatio MoreIn this paper, the effect of formed habits on consumer behavior was investigated by separating the three effects of generation, age and time (year) by generating a quasi-hybrid data set using the Dayton method. For this purpose, in the field of generations, 14 generations were studied from 1305 to 1995. Concerning time (year), this research investigates over 30 years from 1986 to 2020. The age of the subjects in this study ranged from 16 to 72 years. The results of the analysis of generation effects show that consumption expenditures are increasing with younger generations. The results of the study of the effect of time show the increase of households' consumption expenditure during the years 1986 to 2020 and the somewhat constant trend of the years 1995 to 2015. Results of the effects of age on consumption expenditure pattern confirmed the life cycle pattern. Manuscript profile -
Open Access Article
48 - Estimating the Food Price and Income Elasticities in Tehran Urban Households
vida varahrami zohreh hoshmand reza yousefi haji absdAbstract The aim of this research is to estimate the food price and income elasticities in urban household of Tehran province. For this purpose, the data of household food items in Tehran province used by different groups of household consumer goods are gathered and th MoreAbstract The aim of this research is to estimate the food price and income elasticities in urban household of Tehran province. For this purpose, the data of household food items in Tehran province used by different groups of household consumer goods are gathered and then handled as a combination of linear almost ideal demand system based on seemingly unrelated regression (SUR) during 2004- 2012. In this paper, the behavior of price and income elasticities has been studied in urban households. The overall results represent that cereals, dairy products and oils group are a part of essential commodities. Meats, fish and marine animals are luxury goods. Cross-price elasticities, in term of absolute value, are less than one in most cases. Auto-price elasticity of fish and marine animals is more than one unit. In other word, this group is a kind of elastic goods Manuscript profile -
Open Access Article
49 - The effect of culture on luxury brand consumer behavior through the mediating role of consumer attitude (Case Study: Apple Brand)
maryam Taghvaee Yazdi Pantea partResearch has shown that the market for luxury goods has changed dramatically in recent decades, and today new goals are set for the import and export system of these goods. The main purpose of this study is to investigate the effect of culture on consumer behavior of lu MoreResearch has shown that the market for luxury goods has changed dramatically in recent decades, and today new goals are set for the import and export system of these goods. The main purpose of this study is to investigate the effect of culture on consumer behavior of luxury brand through the mediating role of consumer attitude. The research was of applied type and descriptive-survey and correlational research. The statistical population was Apple brand customers. The statistical sample was considered to be 390 people using Krejcie and Morgan (1970) sample size determination table. Sampling method was available. The data collection tool was a standard questionnaire consisting of two parts based on a five-point Likert scale. Validity was confirmed by experts and reliability was calculated using Cronbach's alpha method (0. 0.941). Descriptive statistics methods were used to organize, summarize information, prepare tables, plot and describe the collected data. Inferential statistics used Kolmogorov-Smirnov (KS) tests, linear regression analysis, Watson camera test and analysis of variance. The results showed that consumer culture had a significant effect on luxury brand consumer behavior. Consumer culture had a significant effect on the consumer attitude of the luxury brand. Consumer attitude had a significant effect on luxury brand consumer behavior. Consumer attitudes mediated the impact of consumer culture on the consumer behavior of Apple's luxury brand. Manuscript profile -
Open Access Article
50 - Investigating electronic customer relationship management in marketing behaviors with regard to the mediating role of social responsibility in Golestan Gas Company
Nezareh Kord parviz saeidi Roohalla Samiee Samereh ShojaeeThe pupoose of this research is to investigate the relationship management with electronic customer in marketing behaviors regarding the mediating role of social responsibility. Delphi analysis has been used to measure electronic customer in marketing relationship manag MoreThe pupoose of this research is to investigate the relationship management with electronic customer in marketing behaviors regarding the mediating role of social responsibility. Delphi analysis has been used to measure electronic customer in marketing relationship management and marketing behaviors. The statistical sample in this section includes; there are 22 academic, organizational and experimental experts who were selected using the snowball technigue. Based on the results, the constituent elements of electronic Customer Management include six dimesions; Communication factors, electronic factors, technological factors, Management factors, information factors and Stimulating factors. Also marketing behaviors include four dimensions; Marketing factors, behavioral factors, organizational factors and environmental factors. Next, 108 questionnaires that were answered by the deputies, experts and employees of Golestan Gas Compani were analyzed and the results showed that there is a positive and significant relationship between electronic customer relationship management and marketing behaviors. Also, social responsibility has a mediating role in the relationship between electronic customer relationship management and Marketing behaviors. Manuscript profile -
Open Access Article
51 - Providing of customer attraction model in digital marketing based on visual stimuli with a classical Grounded Theory (GT) Approach
Bahman Narouei Hossein Hakimpour Mehdi Mehdi Mahmoodzadeh Vashan Mohammad MohammadiConsumers' desire to check products is one of the challenges facing leading companies in digital marketing that they are trying to solve. Visual features in the presentation of products are the most apparent leverage in this direction. Therefore, this qualitative study MoreConsumers' desire to check products is one of the challenges facing leading companies in digital marketing that they are trying to solve. Visual features in the presentation of products are the most apparent leverage in this direction. Therefore, this qualitative study was conducted to determine which components and factors most effectively attract customers in digital marketing through visual stimuli.methodology: A Glaserian or Emergent approach methodology in grounded theory was employed to achieve the objectives. Data collected from 14 experts, concepts, and components in the interview were extracted until theoretical saturation was reached. A purposeful sampling method was used to select these experts.findings: Using MAXQDA software to analyze the fundamental and theoretical coding process, 465 open codes, 53 sub-components, and 15 principal components were identified in 6 categories. Based on the concepts conclusion: extracted from this study, the final model was developed around the central phenomenon of visual stimuli in digital marketing. According to the classical approach, these six cases are known as Glazer's 6 Cs. This study aimed to identify novel angles on how visual stimuli can be used in digital marketing. Moreover, it introduced a model of customer attraction based on visual stimuli in digital marketing. He has also filled in some gaps regarding the subject. Manuscript profile -
Open Access Article
52 - Typology of women's consumption behavior in the masons of Yazd
manouchehr alinejad محمدرضا حسینی Fatemeh MolaeiConsumption fever has spread to cities and people are trying to gain status and social status for themselves by consuming goods. Women use clothes to send messages about their identity to others, shopping malls such as mezons are one of the main spaces for the consumpti MoreConsumption fever has spread to cities and people are trying to gain status and social status for themselves by consuming goods. Women use clothes to send messages about their identity to others, shopping malls such as mezons are one of the main spaces for the consumption of signs and styles. The purpose of this study is to understand and interpret the patterns of consumption behavior of women in the masons of Yazd. The research method is qualitative and has been implemented with a thematic analysis strategy. The data collection method was semi-structured interview. The sample size was 30 women living in Yazd who were selected by purposive sampling. In order to analyze the data, the content analysis technique has been used. After analyzing the interviews and analyzing them, the research findings emerged in the form of four types, which are: 1- Believable consumption behavior 2- Transformation in important others 3- Dramatic consumption behavior 4- Confidence hegemony. The results showed that the consumption values of this group are significantly more complex. The emergence of a culture of consumerism, eye contact and lifestyle changes has led to the spread of demonstrative, thoughtful and theatrical consumption types. Based on this, it can be predicted that the orientation of consumption culture among Yazidi women is towards the duality of consumption, which is believable and demonstrative, and negative indicators of consumption behaviors will be the predominant aspect of this behavior in the future. Manuscript profile -
Open Access Article
53 - Typology of women's consumption behavior in the brand stores (mezon) of Yazd
Manoochehr Alinejad Mohammadreza Hoseini Fatemeh MolaeiConsumption fever has spread to cities and people are trying to gain status and social position for themselves by consuming goods. Women nowadays use clothes to send messages about their identity to others. shopping malls such as mezons (brand commodity stores) are one MoreConsumption fever has spread to cities and people are trying to gain status and social position for themselves by consuming goods. Women nowadays use clothes to send messages about their identity to others. shopping malls such as mezons (brand commodity stores) are one of the main spaces for the consumption of signs and styles. Therefore this study aims to understand and interpret the patterns of consumption behavior of women in the mezons of Yazd. The research method is qualitative and was implemented with a thematic analysis strategy. The data collection method was semi-structured interview. The sample size was 30 women living in Yazd who were selected by purposive sampling. In order to analyze the data, the content analysis technique was used. After analyzing the interviews four categories of responses emerged which were as follows: 1- Believable consumption behavior 2- assimilation to significant others 3- dramatic consumption behavior 4- product loyalty. The results showed that the consumption values of this group were significantly more complex. The emergence of a culture of consumerism, imitation (keeping up with the Joneses) and lifestyle changes hav led to the spread of conspicuous, fashion-led, and theatrical consumption types. Based on this, it can be predicted that the orientation of consumption culture among Yazidi women is towards the duality (believable and conspicuous) of consumption, , and negative indicators of consumption behaviors will be the predominant aspect of this behavior in the future. Manuscript profile -
Open Access Article
54 - Detection of Knowledge Governing on Demographic Characteristics of Customers in Selecting Banks by through using Associative Rules in Data Mining
Naser Ghabouli Alireza Bafandeh Zendeh Samad AaliThe purpose of the present study is to explore the dominant knowledge of the demographic characteristics of customers in choosing banks through using associative rules in data mining. Effective decision-making and learning in a growing and complex world with with MoreThe purpose of the present study is to explore the dominant knowledge of the demographic characteristics of customers in choosing banks through using associative rules in data mining. Effective decision-making and learning in a growing and complex world with with the help of thinkers and executives is a necessary which also need employing some mechanisms to understand the structures of complex systems and mass data acquisition as well as knowledge generation to make decisions. Most businesses identify their key customers through a variety of demographic characteristics. Businesses also target their consumers by promoting similar marketing features. Targeting consumers with similar demographic characteristics is useful for maximizing sales and profitability of the business. Banks are no exception to this rule because they are essential elements of the economy of a country. Data mining solves this problem through providing methods and software for automating analytics and discovering large and complex data sets. This research was conducted according to CRISP-DM standard and data were collected by questionnaire. Then, the results were converted into a database of ninety sources and after that they were extracted by using SPSS modeler software association rules for each bank. Extraction rules show how changing variables have an effect on other factors and ultimately on achieving goals. Manuscript profile -
Open Access Article
55 - Social Analysis and Presentation the Indigenous Model of the Impact of Tehran Shopping Centers Brand Image on Female Consumer Behavior
mona manian bahram kheiriDue to the important role of purchasing as a routine in social processes and development of mall shopping in Tehran in this few years, it is necessary to investigate a comprehensive model to understand their social effects, customer behavior, and dimensions of shopping MoreDue to the important role of purchasing as a routine in social processes and development of mall shopping in Tehran in this few years, it is necessary to investigate a comprehensive model to understand their social effects, customer behavior, and dimensions of shopping Centers Brand Image to use for editing invasion strategies by these mall shopping owners. This study try to present a theory on behavior of female customers in shopping centers in Tehran, using a communication approach focusing on culture and social contexts. Herein, background theory research and deep interviewing has been used. Results were explained in 6 main dimensions of shopping centers brand image, attitudes towards shopping centers, customer intentions, consumer behavior, social environment and demographic characteristics and 31 internal components. Finally, a comprehensive and localized model is developed to achieve a proper understanding of customer behavior. Manuscript profile -
Open Access Article
56 - بخشبندی مشتریان محصولات سبز با استفاده از روش خود سازمانده
نرگس دل افروز سینا سیاوش مقدمهدف از پژوهش حاضر، تقسیم بازار بر مبنای متغیرهای جمعیت شناختی، روانی و رفتاری و بررسی ارتباط آنها با رفتار مصرف کننده سبز است. در این تحقیق، نقشه­های سازماندهی خود برای جداسازی و تعیین ویژگی­های رفتار مصرف کننده سبز استفاده می­شود. این یک مطالعه توصیفی-تحلیل Moreهدف از پژوهش حاضر، تقسیم بازار بر مبنای متغیرهای جمعیت شناختی، روانی و رفتاری و بررسی ارتباط آنها با رفتار مصرف کننده سبز است. در این تحقیق، نقشه­های سازماندهی خود برای جداسازی و تعیین ویژگی­های رفتار مصرف کننده سبز استفاده می­شود. این یک مطالعه توصیفی-تحلیلی است که در آن هشت متغیر از ابعاد جمعیت شناختی، روانی و رفتاری انتخاب شده است. داده ها از طریق طراحی پرسشنامه گرد آوری شده و آن را در میان جامعه آماری (مشتریان زنجیره های سوپرمارکت در شهر رشت) توزیع گردید. حجم نمونه 392 نفر بود. . از بین متغیرهای جمعیت شناختی، سن، جنسیت و تحصیلات رابطه مستقیمی در حالی که درآمد رابطه معکوس با رفتار مصرف کننده سبز دارد. متغیرهای روانشناختی و رفتاری، از جمله ارزش های فردی، تعصب مذهبی، دانش و نگرش محیط زیست و عادات فردی، نقش کلیدی در پیش بینی رفتار سبز مصرف کننده دارند. همچنین نتایج نشان داد که چهار بخش، به سبز های شدید، سبز های بالقوه، خودخواهان و تیره های شدید نامیده می شود. بازاریابان و تولید کنندگان محصول سبز می توانند بازار هدف را با استفاده از نتایج تعیین کرده و یک استراتژی بازاریابی ترکیبی مناسب برای مصرف کنندگان بر اساس ویژگی های مربوطه خود بکار گیرند. Manuscript profile -
Open Access Article
57 - Prioritization of Effective Factors on Electronic Customer Relationship Management in Golestan Gas Company
Nezareh Kord Parviz Saeidi Roohalla Samiee Samereh ShojaeeThe purpose of this research is to prioritize effective factors in electronic customer relationship management at Golestan Gas Company. In terms of method, this research is in the field of applied research, which is descriptive survey research. For data analysis, the op MoreThe purpose of this research is to prioritize effective factors in electronic customer relationship management at Golestan Gas Company. In terms of method, this research is in the field of applied research, which is descriptive survey research. For data analysis, the opinions of organizational and experimental experts in the field of marketing management have been used. The data collection tool is a researcher-made questionnaire. The questionnaire has been distributed to the statistical population of employees, experts, and deputies of Golestan Gas Company. Data analysis has been done by experts using Interpretive Structural Modeling (ISM) and Delphi method using questionnaire tools. Also, the constituent elements of the electronic customer relationship management model have been determined from theoretical literature. The output of this step was to identify 50 components in the form of six main dimensions. The findings showed that the six main dimensions of electronic customer relationship management include communication, electronic, technological, managerial, informational, and driving factors. Manuscript profile -
Open Access Article
58 - Providing a model of consumer behavior in creating brand attachment with an emphasis on the packaging component: a qualitative study in food industry companies
maziar ghasemzadeh sangroudi karim hamdi shadan vahabzadeh munshiThis study aims to provide a model of consumer behavior in creating brand attachment with an emphasis on the packaging component: a qualitative study in food industry companies. In terms of the purpose, the present research is of the type of applied-developmental resear MoreThis study aims to provide a model of consumer behavior in creating brand attachment with an emphasis on the packaging component: a qualitative study in food industry companies. In terms of the purpose, the present research is of the type of applied-developmental research and in terms of the data collection method, it is a qualitative research method. In order to select the statistical population in the qualitative part of the research, and to create the components of the final model, the researcher is trying to interview experts and managers and senior experts in the field of food industry companies with 12 experts, the sample size is based on reaching theoretical saturation with 12 The interview was scheduled. The main tool of data collection in the field section includes semi-structured interviews. Qualitative content analysis method and Max.QDA software were used for data analysis. Based on the results of qualitative analysis, three comprehensive categories including packaging, brand attachment and consumer behavior were identified as the main components. Packaging including communication factors, logistic factors, economic factors, environmental factors and social responsibility were identified. In relation to brand attachment, brand loyalty, brand awareness, perceived quality and brand associations were identified. Manuscript profile -
Open Access Article
59 - Presenting a model for accepting new technologies and innovations in the field of renewable energy by Iranian consumers with an economic, financial and social approach based on the foundation's data theory
Fatemeh Shoghi Aghjeh Mashhad Alireza Farrokhbakht Foumani Ali Gholipour SoleimaniAbstractToday, issues related to energy and its role in the economic and financial development of societies have become a strategic and important category. The use of renewable energy that is available through the technology channel can optimize energy consumption and t MoreAbstractToday, issues related to energy and its role in the economic and financial development of societies have become a strategic and important category. The use of renewable energy that is available through the technology channel can optimize energy consumption and this is possible by accepting innovation and renewable technologies. For this reason, the current research was conducted with the aim of designing a model of acceptance of technology and new innovations in the field of renewable energy by Iranian consumers with an economic, financial and social approach. This research is applied in terms of purpose and qualitative research in terms of method. 16 components and 50 indicators of the model were identified through library studies and open and semi-structured interviews with 14 experts in the field of renewable energy and experienced university professors and using the Grounded Theory method and open, axial and selective coding. Among the most important effective factors in the technology acceptance model are participation, technology, price, perceived benefit, financial conditions, and economic, social, and environmental consequences. Manuscript profile -
Open Access Article
60 - Qualitative model of consumer behavior in the of durable goods market (household goods) based on value theory
Bahman Naghdi Abdollah Naami Naser Azad Mohammad NasrollahniyaAbstract The present research aimed at designing an indigenous model of durable goods’ consumer behavior based on the value theory in a closed economy (under sanctions) using the grounded theory approach. In this regard, in-depth and semi-structured interviews al MoreAbstract The present research aimed at designing an indigenous model of durable goods’ consumer behavior based on the value theory in a closed economy (under sanctions) using the grounded theory approach. In this regard, in-depth and semi-structured interviews along with targeted and snowball sampling method were employed. The research statistical population included marketing professors and experts as well as household appliances practitioners. Data analysis was undertaken using open, axial and selective coding method. In this way, a paradigm model including 10 main categories, 22 sub-categories, and 116 concepts was designed. Based on the model, shopping values were introduced as consumer behavior’s causal factors, cultural and social values along with personal (internal) and external factors were introduced as antecedents. The characteristics of the consumer market were also enumerated as intervening factors with some effects on Iranian consumers’ behavior. Improvement strategies were considered as ways which result in consumer decapitation phenomenon and consumer loyalty. The present research results can help producers and policy makers to understand Iranian consumer's behavior towards Iran-made durable goods, especially in household appliance industry, and to develop appropriate strategies for managing the market regarding sanctions and import prohibitions. Manuscript profile -
Open Access Article
61 - Exploring the Demographic Differences of Consumers with Different Decision-Making Styles Regarding the Purchase Behavior of Sunich Juices
Samira Ghashghayi Ghasem Bakhshandeh Roya Avalin chaharsoughi Zahra HosseiniAbstract Studying different decision-making styles in different groups helps to better understand the market because when customers are well characterized, we can better help them to make a purchase. The present research explored Sproles and Kendall’s eight decisi MoreAbstract Studying different decision-making styles in different groups helps to better understand the market because when customers are well characterized, we can better help them to make a purchase. The present research explored Sproles and Kendall’s eight decision-making styles of consumers (perfectionist and high-quality conscious, novelty-fashion conscious, brand conscious, price conscious, recreational and hedonistic conscious, confused by over choice, impulsive and careless, and habitual and brand loyal) with different demographic characteristics (gender, age, marital status, education, occupation, income, and household size). In this regard, the data of 530 consumers (selected by the convenience sampling method) of Sunich juices in Khuzestan province were collected. Afterward, the data were analyzed by ANOVA and T-test using SPSS software. The results revealed the demographic differences of consumers with different decision-making styles. Finally, the discussion and practical suggestions were presented based on the findings. Keywords: Decision-making style, Consumer behavior, Demographic differences, Sproles and Kendall model Manuscript profile -
Open Access Article
62 - Design of Conceptual Model for product disposition with repertory grid
hamed ghobakhloo elham faridchehr mahmood Ahmadi sharif nader gharib navazOnce the products are used up, the next step is to decide how to dispose them. Reuse, repair, reconstruction, recycling, etc. are different disposal options that the consumer will face. Therefore, disposing the acquired product is a fundamental part of the consumer deci MoreOnce the products are used up, the next step is to decide how to dispose them. Reuse, repair, reconstruction, recycling, etc. are different disposal options that the consumer will face. Therefore, disposing the acquired product is a fundamental part of the consumer decision-making process. knowing the consumer behavior in disposing of products will have good consequences for the consumer, business, community and environment. in this research, which is a basic research, an attempt has been made to explain all the factors affecting the disposal of goods by explaining the qualitative method of repertory grid Purposeful sampling and interviews with 20 experts in this field, a conceptual model was presented. From the results of the repertory grid approach, 229 structures were obtained. Finally, using hierarchical clustering statistical method and experts' opinion, the total structures are divided into 10 clusters. (situational factors, psychological factors, attribution theory, desire for innovation, purchase intention, disposal channel, storage tendency, social factors, economic factors, 4p marketing). Manuscript profile -
Open Access Article
63 - Ranking of personal factors affecting insurance purchase Postponement
EHSAN MOHSENZADEHSHARIFI Leila Andervazh Ebrahim albonaiemiThe main purpose of this study was to identify and rank factors affecting insurance purchase postponement that have been proposed in the theoretical literature of procrastination. To this end, the factors identified in the background were reviewed by insurance industry MoreThe main purpose of this study was to identify and rank factors affecting insurance purchase postponement that have been proposed in the theoretical literature of procrastination. To this end, the factors identified in the background were reviewed by insurance industry experts, and 20 of those factors were categorized into four groups. they include demographic, psychological, skill, and attitude factors. Afterward, a researcher-made questionnaire was distributed among 46 insurance industry executives, experts, and university professors. The data was analyzed using the group analytic hierarchy process (GAHP). Findings show that psychological, attitude, skill, and demographic factors had the most influence on the procrastination behavior of insurance customers. After measuring the final weight of factors, it was observed that laziness, weakness of insurance knowledge, negative experience in insurance purchase, distrust of insurance companies, depression, low responsibility, suicidal behaviors, well-being, age, and social status had the most important roles in the insurance purchase procrastination. Manuscript profile -
Open Access Article
64 - Identify the factors affecting consumer behavior through social media
masomeh jalilian Hossein Safarzadeh seyyed kamran nourbakhshToday, social media has become a new and important skill for everyone. The access of millions of users to the media has made these media the focus of modern societies and businesses and has gained considerable popularity. Proper knowledge of these media makes marketers MoreToday, social media has become a new and important skill for everyone. The access of millions of users to the media has made these media the focus of modern societies and businesses and has gained considerable popularity. Proper knowledge of these media makes marketers more than ever Be able to use these tools effectively and efficiently. The aim of this study was to identify the impact of social media on consumer behavior (Case study: clothing industry in Iran). The research method is descriptive-survey and in terms of practical purpose and sampling method is available and a researcher-made online questionnaire has been used. The statistical population of media users and consumers in Tehran with a sample size of 384 people was considered. Data analysis was performed at two levels of descriptive statistics and inferential statistics using SPSS 22 and Smart PLS 2.0 software. The results showed that the variables identified in the model have validity and the value of matching fit indicators is strong and indicates the high quality of the model. Manuscript profile -
Open Access Article
65 - Designing an Export Marketing Model Considering the Consumer Behavior of Food Products (Case Study: Nuts and Nuts)
Masih Moghri Golnar Shojaei BaghiniAbstract The purpose of this study is to design an export marketing model according to the behavior of food consumers (case study: nuts and dried fruits). The research community is the managers and experts of commercial companies. The research is of applied type and has MoreAbstract The purpose of this study is to design an export marketing model according to the behavior of food consumers (case study: nuts and dried fruits). The research community is the managers and experts of commercial companies. The research is of applied type and has been evaluated qualitatively-quantitatively. The components have been identified through the research literature and we have used the Delphi technique to screen the components. The Delphi technique has been performed in 3 rounds by experts working in the field of export. In the second step, we used the ISM (structural-interpretive) technique to level the components and identify the effective components. The results of the research indicate that in the first step, according to the Delphi technique in the export marketing model, 13 components have been approved by experts. In the second step in the structural-interpretive technique, the components are placed on 4 levels. According to the dependence-influence analysis, the components of creativity and innovation and attention to the quality of production have been identified as the most influential component and the key component in the export marketing model. Manuscript profile -
Open Access Article
66 - Behavior model of customers of luxury goods in the gold market: a qualitative study
saghar zarinkamar azam rahiminik Seyyed Abbas HeidariThe purpose of this research is the behavior model of buyers of luxury goods in the gold market. In this regard, while reviewing concepts such as the behavior of buyers, luxury goods and the gold market, by interviewing experts and professors in the field of luxury and MoreThe purpose of this research is the behavior model of buyers of luxury goods in the gold market. In this regard, while reviewing concepts such as the behavior of buyers, luxury goods and the gold market, by interviewing experts and professors in the field of luxury and gold industry, as well as marketing, the pattern of the behavior of buyers of luxury goods in the gold market was presented using the method of qualitative analysis. The study population includes all experts and professors in the field of luxury and gold marketing. The sample size includes 10 experts in the field of luxury and gold marketing, which was selected by theoretical saturation method. Semi-structured interview and Delphi method were used to collect data in this research. The results of qualitative theme analysis by Max Kyoda software showed that the components of the behavior model of buyers of luxury goods with a focus on the gold market include: 1- social factors, 2- cultural factors, 3- individual factors, 4- economic factors 5- Consumer attitude, 6- Consumption motivation, 7- Value, 8-Experience, 9 Awareness and 10-Consumer behavior. Moreover, 65 indicators for these components were finally approved by experts. Manuscript profile -
Open Access Article
67 - The role of the media in designing an integrated communication model in changing the behavior of consumers of cultural and artistic goods and services with the foundation's data approach
Ali Mollaahmadi vahidreza mirabi Ismail hasanpour qorqchiThe expansion of organizations has caused inconsistencies among units such as public relations, marketing, and market development. In such competitive conditions, organizations should use integrated marketing communications as one of the most effective investment method MoreThe expansion of organizations has caused inconsistencies among units such as public relations, marketing, and market development. In such competitive conditions, organizations should use integrated marketing communications as one of the most effective investment methods to ensure the creation and maintenance of long-term relationships with their current and potential customers. In this regard, this research has been conducted to design a model for integrated marketing communications to change consumer behavior in the qualitative stage. In this research, in the qualitative part, semi-structured interviews and database theory were used to collect data. The statistical population of the qualitative section was 16 marketing professors and creative industry experts who were selected purposefully. After the theoretical saturation in the interview, the recorded data were implemented for analysis and the necessary coding was done. The set of data obtained after the continuous process of open, central, and selective coding in the form of 103 available codes, 60 concepts, 15 categories, and 6 classes based on a systematic approach (intervening conditions, causal conditions, central conditions, consequences, strategies, This most influential and contextual conditions) became . Manuscript profile -
Open Access Article
68 - An Identification of Factors Influencing Compensatory Consumer Behavior Strategies Choice in Encountering Discrepancy between Actual Self and Ideal Self
elham samadzadeh mohamad ali abdolvand Very little research has been done about when each of compensatory consumer behavior strategies occurs. Therefore, the present research has been done to fill the gap by identification of factors influencing compensatory consumer behavior strategies choice in enc More Very little research has been done about when each of compensatory consumer behavior strategies occurs. Therefore, the present research has been done to fill the gap by identification of factors influencing compensatory consumer behavior strategies choice in encountering discrepancy between actual self and ideal self. The present research has a qualitative approach and has been done based on grounded theory. In-depth interviews were used for data collection. The sampling was carried out using theoretical sampling method by the use of purposive and snowball techniques. Based on that, twenty-three cosmetic and plastic surgery clients were interviewed in Tehran. The data were analyzed using Strauss and Corbin method and paradigm model. Based on results of open coding, axial coding and selective coding, self-discrepancy was selected as the axial category because it appeared in the data repeatedly, and all other major categories could be related, two individual (one's self concept such as one's own skills, competence, or values) and interpersonal (one's standing compared to others) sources cause self-discrepancy, strategies (compensatory consumer behavior strategies) are used under global trends (such as become technological, become aesthetics and …), social factors, cultural factors, personal factors, psychological factors and demographic factors moderate strategies, two direct resolution and symbolic self-completion strategies are used in response to self-discrepancy, compensatory consumer behavior strategies can reduce or eliminate self-discrepancy. Manuscript profile -
Open Access Article
69 - Identifying the Components Affecting Customer Dissatisfaction in Order to Design Competitive Strategies to be Studied: Requested Video Platforms (VOD) in Iran
Nader Jafari Haftkhani, Abbas RahimiIn discussing consumer behavior in marketing, and considering the importance of customer satisfaction in future buying behavior and customer loyalty for repurchase, the study of factors affecting customer satisfaction and dissatisfaction in businesses has become increas MoreIn discussing consumer behavior in marketing, and considering the importance of customer satisfaction in future buying behavior and customer loyalty for repurchase, the study of factors affecting customer satisfaction and dissatisfaction in businesses has become increasingly necessary. this research identifies the factors affecting customer dissatisfaction in the industry of requested video platforms (VODs) in Iran by accepting the framework of the two-factor (two-spectrum) theory of customer satisfaction. To achieve this goal, about 44,000 online data of customers of the two leaders of this market in Iran, namely Filimo and Nemava companies, were collected from three platforms: Bazaar Cafe, Twitter, and Instagram by crawling data method. And mapped the themes of this research were drawn. Findings show that four factors "content weaknesses", "software weaknesses", "high consumer costs", and "poor public relations and communication" are among the factors affecting customer dissatisfaction with Iranian VODs. As a result, it can be said that although improving the status of these factors by each platform will not necessarily lead to customer satisfaction, any effort by these companies to eliminate or reduce the causes of dissatisfaction or improve them can be effective in improving customer satisfaction and improving their competitive position. Manuscript profile
Sanad
Sanad is a platform for managing Azad University publications
Links
Related Centers
Technical Support
Official pages
The rights to this website are owned by the Raimag Press Management System.
Copyright © 2021-2024