文章基本信息

标题：A study on important factors influencing customers’ impulsive buying behavior: A case study of Shahrvand food chain ,
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作者：Naser Azad ; Bahram Azizi ; Hamed Asgari 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2013
卷号：3
期号：5
页码：1415-1420
DOI：10.5267/j.msl.2013.04.007
出版社：Growing Science
摘要：Customer purchasing behavior plays an essential role on marketing planning in today’s competitive environment. Immediate purchasing behavior is one of the most important components of purchasing behavior. In this paper, we use factor analysis to extract important factors influencing immediate purchasing behavior.The proposed study of this paper designs a questionnaire including 35 questions and through basic investigation, the questions are reduced to 21 ones. The questionnaire is distributed among 200 regular customers and 149 questionnaires have been collected. Cronbach alpha has been calculated as 0.804, which is well above the minimum desirable level of 0.7. The survey is conducted among regular customers who normally make purchases from Shahrvand food chains in city of Tehran, Iran. The results of factor analysis reveals four major factors including intelligence pricing strategy, involvement, promotion margin and consumer behavior. The proposed study of this paper considers “intelligence pricing strategy” for the first time as an important factor in consumer’s purchasing behavior.
关键词：Factor analysis Food chain Critical factors Immediate purchasing