Presenting a new method to prioritize nonfinancial factors influencing the sale of an entity's stock by a combined approach of Kano and QFD models: A case study of the stock market in Yazd

Considering the economic situations and the sanctions on our country, attracting internal assets is very important to boost the national economy and to increase the capacity of financial agencies. In adition, it is necessary to know that one of the ways to attract assets and to supply the capital is to sell the stock of companies in the exchange market. The driving factors for investment in the exchange market and selling stocks are divided into two categories; financial and non financial. The purpose of this study is to devise a method to identify and categorize the nonfinancial factors affecting the purchase of a company's stock in the exchange market by an investor. To identify these factors, we have used some sources and field studies. To categorize the factors and respond to the obligatory ones, Kano model of Quality Function Development is used. Finally, by the Pareto rule, 20% of the factors are accounted for. The statistical societies of this study are the investors in the stock market of Yazd, of whom 350 have been chosen randomly. This study has a practical approach. It is a survey with a certain research strategy and a single frame for its time run. The results of the study show that organizations can improve their stock selling by information transparency, using media advertising and publishing magazines and bulletins.