The Effect of Unit Price on the Store Price Image and Customer’s Shopping Intentions (Case Study of food stores in Karaj)

The main purpose of the present research is the effect of unit price on the store price image and customer’s shopping intentions in food stores in Karaj. The purpose of this study is applied and in terms of collecting and analyzing data, is descriptive. The statistical population of the research is the customers of tow types of grocery stores in the city of Karaj. Because of the unlimited society, the Cochran formula of the unlimited society are used to determine the sample size. SPSS 22 and Smart PLS 2 software are used to analyze the data. The results of the research showe that out of the 18 hypotheses, only one hypotheses is rejected and the rest are confirmed.