A typology of Iranian shoppers: shopping motives, store attributes and outcomes

Today, the efficiency of the world service market has been increased through the international retail . One of the methods and different structures of retailers is the discount selling as one of the fastest forms of development of retailing whether in local or international markets. However, this issue needs correct understanding of the buyers view and their culture in local and foreign markets that requires special attention of the managers. However, it should be considered that buying and the related activities always can be a recreation of shop’s structure, culture, economy and etc. The previous studies in this field are mostly related to the western societies and the focus of the researchers has been on western culture. This research is a survey study of buyers in stores, their incentives of purchasing and type of purchase based on motivations and related activities. A total of ۳۸۵ questionnaire were distributed among the buyers of discount stores of Iran in Qazvin city and ۳۰۰ of them were finally gathered in order to be analyzed. Factor analysis recognized and introduced two factors for the customers of the discount stores, including :۱-Social- recreational ۲-Utilitarianism In addition, cluster analysis technique was used to divide the population of the present study into ۳ groups and label based on their purchase incentives or motivations. ۱. Social/recreational (number: ۴۶, ۱۵ % of the society)۲. Buyers with utilitarian incentives (number: ۸۱, ۲۷ %of the society)۳. Buyers with combinatory incentives (number: ۱۷۳, ۵۸%) Finally, the types of clusters, environments and discount stores and managerial reasons were discussed .

کلیدواژه ها:

stores and supermarkets ، utilitarian ، Iran ، motivation (psychology)