Impact of Individual Characteristics and Lifestyle of Tehranian Consumers on Their Shopping Orientation in Shahrvand ChainStores

The purpose of this study is to identify effective behavioral factors in shopping from stores to enhance theability of managers and improve successful marketing in stores. To determine the effective factors in purchasingand increase the purchasing power in stores, behavior of different groups of consumers should be classified.These behavioral differences can be due to different earnings of individuals; it means that consumers with high,low and middle income have different buying behaviors. Therefore, different ways are applied to encourageconsumers to buy more through recognizing behaviors and interests of consumers with high, low and middleincome. From purpose viewpoint, this research is applied, and from data collection method, this is descriptiveand correlational. To test the research hypotheses, structural equation modeling and Amos ۲۲ were used. Theresearch population included all customers of Shahrvand Chain Stores. A total number of ۴۲۰ individuals wereselected using simple random sampling method. The research results show that there is a significant relationshipbetween shopping orientation, mall shopping attitudes and values and buying behavior. Also, there is asignificant difference between buying behavior and values and mall shopping attitudes and buying behavioramong groups with high, low and middle income.

کلیدواژه ها:

Shopping Orientation ، Values ، Buying Behavior ، Mall Shopping Attitudes ، Lifestyle ، Mall Behavior