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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 Consumer behavior. Introduction

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MA student, Management Department, Faculty of Administrative sciences and Economic, Shahid

Bahonar university of Kerman, Kerman, Iran

COPY RIGHT © 2012 Institute of Interdisciplinary Business Research

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ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

VOL 3, NO 10

FEBRUARY 2012

Nowadays competition between corporations has been significantly increased and achieving to consumers continuous and long term loyalty requires to investment on sale promotions and advertisements. Also corporations in order to this should implement many researches to associating consumers to themselves, understanding status of their products and services in competitive world, and increasing sale. Consumer behavior is one of the new issues at the marketing areas. Also this concept is one of the controversial and challenging issues at our competitive world. This concept including consumer’s buying product and services behavior, why and how to buy, marketing and marketing mix, and market. Based on Wiki and Salmon consumer behavior consists of physical, emotional, and subjective efforts that peoples doing when want to select, buy, consumption, and discard products and services in order to satisfying their needs and wants. Here the main question is that how do consumers react to different marketing motives and drives that used by corporations. Corporations could achieve to competitive advantage compared to their competitors if they understand their consumer’s reaction to products and services characteristics, prices, and marketing promotions. (Kotler, 2000) So the aim of this article was to Studying Impacts of Psychological Factors on Consumer’s buying Behavior based on consumer’s Deal-proneness.

Deal-proneness Lichtenstein & et al (1997) defined deal-proneness as tendency to reacting to promotions when they are in transaction processes. (Lichtenstein & et al, 1997) Importance of this definition is that...
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