Provide a model for Predicting Consumer Shopping Behavior with Emphasis on the Perception of the Brand of the Shahrvand Store

The present study was developed and implemented with the aim of presenting a model for predicting consumer shopping behavior with the emphasis on understanding the brand of Shahrvand store.

In order to achieve the objectives of the research, a qualitative and exploratory approach of data-based theory was used. The necessary sample for research questions was obtained through theoretical sampling method and the necessary data were collected through in-depth and semi-structured interviews until theoretical saturation. In total, 10 interviews were conducted with experts in the fields of marketing and industrial management, general psychology, representatives and employees of chain stores. To analyze the data, the systematic approach of Strauss and Corbin was used by going through three stages of open, axial and selective coding and finally the paradigm model of the research was presented.

At the end of data analysis, 94 concepts were identified in the form of 19 categories and 6 main categories. The results showed that perceived brand satisfaction, brand communication and enjoyable motivations were introduced as causal and effective conditions for creating a central category of consumer status, branding based on behavior, consumer perception and expectations of services, and through Perceived strategies, perceived after-sales service, perceived value creation for the consumer all lead to the consequences of repetitive buying behavior, brand affiliation and brand loyalty.

Based on the findings of the store, relationship marketing and internal branding of the store were identified as background Conditions and perception of environmental factors and perceived consumer experience as intervening conditions.