Abstract: The increasing competition of new technologies and the spread of consumerism have challenged businesses And retail stores operate with very thin profit margins due to the ease of entry and market saturation Therefore, managers of food stores should pay attention to the methods of attracting customers and obtaining information about how to design the physical environment and revise their marketing strategies so that they can gain more competitive advantag Therefore, the aim of the research is Designing a grocery store attractiveness model on the purchase intention of young customers with an emphasis on the reference group of ethnicity and religion and The approach used is also the 'grand theory' method that After obtaining opinions from experts and performing primary, secondary and selective coding of extracted concepts, The researchers validated the verifiability, criticism, believability, and reliability of the results of the research coding paradigm And the central causal factors, intervening, facilitating and hindering, and strategies, actions, and consequences were categorized And the final research model was presented تفاصيل المقالة

impulse buying is one of the most important consumer behavior and the most vital issues in today's market. The purpose of this study is to explain a comprehensive model of impulse buying of young generation customers. The approach of this study is mixed in terms of type of method and in terms of purpose is exploratory-applied research. The statistical population of the present study in the qualitative section includes 14 professors and experts in the field of sales and marketing, and in the quantitative section includes 314 customers of the young generation of hyperme stores in Mazandaran province. Data in the qualitative part of the research were collected through snowball sampling and in-depth semi-structured interviews and the data theory theory approach was used using MAXQDA software including open, axial and selective coding. Also in the quantitative part of the available sampling was used and a standard questionnaire extracted from the paradigm model of the research in the qualitative part was tested using the structural equation method and SPSS and SMART PLS software. The qualitative results of the research in the form of the final approved and fitted model include the central categories of impulse buying, causal conditions, intervening, bedrock, strategic and finally consequential. Also, the results of the research in a small part indicate the confirmation of the hypotheses. تفاصيل المقالة

The present study aims to achieve a comprehensive model for the impulse buying of young customers in a chain store. The statistical population of the present study is knowledgeable experts in the retail sector of the country who are fully acquainted with the issues under discussion. The method of data collection is snowball sampling and in-depth semi-structured interviews and the Grounded theory approach using MAXQDA software consists of open, axial and selective coding. The qualitative results of the research in the form of the final model consist of the sum of the central categories of sudden purchase, causal conditions, interventionist, bedrock, strategic and finally consequential. Each of these factors has its own variables and categories that pay attention to them to achieve the ultimate goal of customers' impulse buying. The value of this research compared to similar studies is that by providing a suitable model of customers' impulse buying, causal, strategic, contextual, intervening and consequential factors comprehensively explain the final results of this phenomenon and these results can provide valuable information. Provide marketers and retailers in today's competitive world. تفاصيل المقالة

صنعت مد یکی از تاثیرگذارترین صنعت ها بر محیط زیست است. به نظر می رسد که این یک صنعت بسیار مصرف کننده با نرخ بازیافت نسبتاً پایین است. از طرفی سبک زندگی سبز به عنوان یکی از سبک‌های زندگی مدرن و دغدغه بسیاری از مصرف‌کنندگان، بخش مهمی از فعالیت‌های بازاریابان را به خود اختصاص داده است. لذا هدف از انجام این پژوهش شناسایی عوامل موثر در درگیری مشتری بر قصد خرید محصولات سازگار با محیط زیست در صنعت مد و لباس پایدار است. این پژوهش از نظر روش پیمایشی و در حیطه تحقیقات کاربردی است. جامعه آماری این پژوهش، مشتریان چرم مشهد در نمایندگی‌های شهر مازندران است، که به روش نمونه گیری تصادفی ساده مشتریان انتخاب شده است. ابزار جمع‌آوری داده‌ها، پرسشنامه‌ای با 22 سوال بود که روایی صوری آن با استفاده از نظر خبرگان، روایی سازۀ آن با استفاده از تحلیل عاملی تاییدی و در نهایت، پایایی آن با استفاده از فرمول آلفای کرونباخ تایید شد. تحلیل داده‌ها با کمک آزمون معادلات ساختاری و با استفاده از نرم‌افزارهای SPSS22 و لیزرل انجام شد. نتایج در پایان حاکی از آن است که متغیرهای آگاهی مد، ریسک ادراک شده و ارزش پایدار تاثیر معناداری بر درگیری مشتری دارد؛ همچنین درگیری مشتری تاثیر معناداری بر قصد خرید محصولات سازگار با محیط زیست در صنعت مد و لباس پایدار در بین مشتریان چرم مشهد دارد. تفاصيل المقالة