Designing the Impulse Buying pattern of young generation customers based on the Grounded Theory Approach
محورهای موضوعی :
Elham Fasih
1
(Department Management, Babol Branch, Eslamic Azad University, Babol, Iran)
Mehdi Rouholamini
2
(Assistant Professor of Marketing Management, Babol Branch, Islamic Azad University, Babol, Iran)
Shahrbanoo Gholipour
3
(Assistant Professor of Marketing Management, Babol Branch, Islamic Azad University, Babol, Iran)
کلید واژه: Chain Stores, Grounded Theory, Purchasing Behavior, New Generation Consumer Behavior, Impulse buying Behavior,
چکیده مقاله :
The present study aims to achieve a comprehensive model for the impulse buying of young customers in a chain store. The statistical population of the present study is knowledgeable experts in the retail sector of the country who are fully acquainted with the issues under discussion. The method of data collection is snowball sampling and in-depth semi-structured interviews and the Grounded theory approach using MAXQDA software consists of open, axial and selective coding. The qualitative results of the research in the form of the final model consist of the sum of the central categories of sudden purchase, causal conditions, interventionist, bedrock, strategic and finally consequential. Each of these factors has its own variables and categories that pay attention to them to achieve the ultimate goal of customers' impulse buying. The value of this research compared to similar studies is that by providing a suitable model of customers' impulse buying, causal, strategic, contextual, intervening and consequential factors comprehensively explain the final results of this phenomenon and these results can provide valuable information. Provide marketers and retailers in today's competitive world.
