The effect of Psychological, Individual, Product Strategy, and Situational Factors on Customers' Impulse Purchase Behavior

الموضوعات :

Naser Sheikh ¹ , Seyed Mohammad Taghi Hosseiniki ² , Amir Gholam Abri ³

1 - Department of management, firoozkooh branch Islamic Azad University, firoozkooh Iran
2 - Department of management, firoozkooh branch Islamic Azad University, firoozkooh Iran
3 - Department of management, firoozkooh branch Islamic Azad University, firoozkooh Iran

تاريخ الإرسال : 24 الخميس , ربيع الثاني, 1439 تاريخ التأكيد : 24 الخميس , ربيع الثاني, 1439 تاريخ الإصدار : 04 الأربعاء , جمادى الأولى, 1438

الکلمات المفتاحية: Psychological factors, Personal Factors, Product Strategy, Situational Factors, Impulse Purchase Behavior,

ملخص المقالة :

This paper studies the effects of psychological, individual, product strategy, and situational factors on the impulse purchase behavior of customers in all Refah stores located in Tehran. The paper uses Betty and Ferrell Model to set forward and to test 4 hypothesis. All four hypothesis were confirmed. The results indicated that the selected factors had impact on the impulse behavior of the consumers. Based on the results corresponding recommendations were finally made for the store management to improve their customer satisfaction, market share and competitive position.