Designing and explaining a consumer behavior model in choosing Hedonic Products: Mixed approach (Case study: Discount chain stores)

Little is known about consumers' behavior especially their choice behavior toward purchasing and consuming hedonic products in developing countries. Hence, the aim of the present work is recognition, extraction of drivers and modelling of consumer buying behavior for hedonic products from discount chain stores. The study is a mixed approach with practical goal. Data were gathered from semi-structured interviews and review of the literature in qualitative section of the research. A grounded theory including open coding, axial coding and selective coding was used for analyzing the data. In quantitative section of the research, data were gathered through questionnaire and we used structural equations modeling for analyzing the model. We found 6 main categories (hedonic motivations, store attributes, Individual factors, strategies, consumer purchase intention and customer loyalty) and 23 factors for proposed model of consumer purchasing behavior. The results in the quantitative section show that there are significant impacts on purchasing incentives, store features, individual characteristics on strategies and communications. Strategies and communications also have a positive impact on customer loyalty on the selection of products.