Comparison of the conceptual model of shrimp purchasing behavior in two different income levels of households in Tehran

The present study was conducted to investigate the effect of household income levels on shrimp purchasing behavior model in Tehran city. The statistical population of this study is the whole of Tehran city that from12 urban areas, 384 people (head of household) were randomly selected to complete the questionnaire (Information gathering tool). In order to investigate the effect of income levels on the model of household purchasing behavior, this statistical population was divided into two categories, namely households with incomes less than 5 million (A) and more than 5 million Tomans (B). Then hypotheses based on the behavior model were tested in both categories using the structural equation modeling (LISREL). The results showed that in category A households, subjective norm, behavior control element and as well as packaging, income, price, quality and type of supply and processing significantly affect the decision to purchase. But in category B households, unlike category A, price, income and behavior control element do not have a significant effect on the decision to purchase. In both groups of households, the access factor did not have a significant effect on the purchase decision. While the values of the effect coefficients showed that packaging and quality factors are the most important factors influencing the decision to purchase both categories.