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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
VOL 3, NO 10
FEBRUARY 2012
Studying Impacts of Psychological Factors on Consumer’s buying Behavior at Iranian Chair Stores Ali Mollahoseyni Associate Professor, Management Department, Faculty of Administrative sciences and Economic, Shahid Bahonar university of Kerman, Kerman, Iran Ali Nasr Esfahani Assistant Professor, Management Department, Faculty of Administrative sciences and Economic, University of Isfahan, Isfahan, Iran Maryam Jafarzadeh6 MA student, Management Department, Faculty of Administrative sciences and Economic, Shahid Bahonar university of Kerman, Kerman, Iran
Abstract Recognition of consumer’s behavior is necessary to developing effective marketing plans. Offering appropriate marketing mix for specific target market requires to recognition of consumers preferences and their decision making processes. Also marketers need to know how their selected marketing mix affects consumer’s decision making processes. Therefore this article was aimed to Studying Impacts of Psychological Factors on Consumer’s buying Behavior. Statistical population of this study is Iranian Chair Stores at Kerman city and sample consists 171 of consumers and have been selected by available sampling method. In order to collecting data a questionnaire including 26 items has been used. The results indicate that awareness of quality, awareness of price, innovative characteristics, diversity, loyalty to store, and planning influence consumer’s buying behavior and so these variables have direct and significant relationship with consumer’s buying behavior. Also other variables including financial limitation, buying enjoys, instantaneous decision making, loyalty to brand, and time limitation don’t influence consumer’s buying behavior. Finally some empirical suggestions have been offered for marketing managers and related professionals. Key words: Psychological factors, Buying behavior, and
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
VOL 3, NO 10
FEBRUARY 2012
Studying Impacts of Psychological Factors on Consumer’s buying Behavior at Iranian Chair Stores Ali Mollahoseyni Associate Professor, Management Department, Faculty of Administrative sciences and Economic, Shahid Bahonar university of Kerman, Kerman, Iran Ali Nasr Esfahani Assistant Professor, Management Department, Faculty of Administrative sciences and Economic, University of Isfahan, Isfahan, Iran Maryam Jafarzadeh6 MA student, Management Department, Faculty of Administrative sciences and Economic, Shahid Bahonar university of Kerman, Kerman, Iran
Abstract Recognition of consumer’s behavior is necessary to developing effective marketing plans. Offering appropriate marketing mix for specific target market requires to recognition of consumers preferences and their decision making processes. Also marketers need to know how their selected marketing mix affects consumer’s decision making processes. Therefore this article was aimed to Studying Impacts of Psychological Factors on Consumer’s buying Behavior. Statistical population of this study is Iranian Chair Stores at Kerman city and sample consists 171 of consumers and have been selected by available sampling method. In order to collecting data a questionnaire including 26 items has been used. The results indicate that awareness of quality, awareness of price, innovative characteristics, diversity, loyalty to store, and planning influence consumer’s buying behavior and so these variables have direct and significant relationship with consumer’s buying behavior. Also other variables including financial limitation, buying enjoys, instantaneous decision making, loyalty to brand, and time limitation don’t influence consumer’s buying behavior. Finally some empirical suggestions have been offered for marketing managers and related professionals. Key words: Psychological factors, Buying behavior, and
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