Discourse analysis of Hesitant Customers mental models

This research attained to identify the subjectivity of hesitant customer in circumstance that they want decide to purchase. For this aim they Q-method that is one of qualiquantological approach was used. Thirty three diction that gathered from interview and literature constitute the discourse circumscription. These diction ordering by 66 person and then analyzed by SPSS and Q-factor analyzing. The reliability of instrument tested by Cronbach test and attained by 0.952. The validity of discourse asked from participant at the end of questionnaire with an open question and approved. At last 9 subjectivity about purchase decision identified. Paying attention to recommendation of other persons, quality, brand, mode, pleasure, price, knowledge, country of origin, habit were these subjectivities between hesitant customers when they encountered an acatalepsy in purchase decision making condition.