Modeling the Factors Influencing Store Price Image in Iran by Interpretive Structural Modeling Method
سال انتشار: 1399
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 147
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شناسه ملی سند علمی:
JR_JIMM-1-1_001
تاریخ نمایه سازی: 2 بهمن 1401
چکیده مقاله:
Price is one of the most significant factors in competing in the retail market. This study aims to present the interpretive-structural modeling of elements affecting store price image, considering local and situational variables. Having analyzed KIOSERT analysis and been sure of accuracy in variables choice, the interpretive-structural modeling was used at the level of categories. The outcome of interpretive-structural modeling was a two-level model, in which the first one consisted of ‘services’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’, and in the second level, the variables consisted of ‘competitors’, ‘buyer factors’, ‘price and promotions’, and ‘sale policies’. In addition to the mentioned model, another finding of the study is depicting driving-dependency power, in which research variables are divided into four groups: autonomous, dependent, independent, and linkage. Accordingly, the ‘competitors’, ‘buyer factors,’ ‘price and promotions’, ‘sale policies’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’ belong to linkage variables and ‘service’ variable, by itself, belong to independent variables.
کلیدواژه ها:
نویسندگان
Mohsen Nazari
Associate Professor, Faculty of Management, University of Tehran, Tehran, Iran
Hossein Dastar
Faculty of Management, University of Tehran, Tehran, Iran
Sara Ramezani
Faculty of Management, University of Tehran, Tehran, Iran