Analysis of the relationship between proponents of Impulse Buying with ANP, DEMATEL and ISM techniques

As markets become more competitive, marketing executives are looking for innovative products. They can be distinguished from competitors. The application of Nostalgic in marketing is one of the issues that can be useful in competitive market. Nostalgic products can appeal to people with a reminder of the past memories and act as a buying stimulus. Usually, these types of products are not pre-planned and are not included in the (physical and mental) list of consumers. Therefore, the aim of this study was to analyze the relationship between variables affecting unplanned purchases with emphasis on nostalgic products. For this purpose, variables were identified by studying the research background and screened by fuzzy Delphi method. The statistical population consisted of 15 experts including university professors and marketing managers in Tehran. Using DEMATEL technique the indices were categorized into two cause and effect groups. The weights relevant to each factor were determined by NAP method. Moreover, interpretive structural equations for classifying and analyzing the relationships between variables were used. The results of the fuzzy DEMATEL showed that the variables "individual characteristics" and "product characteristics" had the most effect criteria group and the variables "store characteristics" and "psychological characteristics" had the most influence criteria group. According to the findings of the FANP, the “excited nostalgic variable” has the most weight and importance. In addition, the results of the ISM showed that the “excited nostalgic variable “is at the first level of the model.