Explanation a model for identifying the fundamental components of consumers' impulse buying behavior With emphasis on ethics in sales using Fuzzy Best-Worst Method (FBWM) technique (Case Study: Refah Chain Stores)

Due to the prevalence of impulse buying behavior among consumers, its academic studies have increased over the last decade. Because of the sales should be high in stores, the study of consumer behavior in impulse buying should be considered by researchers and store managers. The purpose of this paper is to identify the key factors of consumer behavior in impulse buying with emphasis on ethics in sales using fuzzy screening technique and weighting and prioritizing factors using the best-worst fuzzy method. The population and the statistical sample include 15 modeling experts and academic professors who are fluent in impulse buying and marketing topics After a thorough review of the theoretical foundations and research background, 6 dimensions and 40 indicators were identified. The innovation of the present study is that fuzzy logic and multi-attribute decision-building method have been used to identify and prioritize the components of ethics in Impulse buying sales. The results of fuzzy screening showed, ethics factors in sales; physical; social; temporal; regulatory and individual, as selected dimensions of fuzzy screening along with 21 indicators were selected by experts. Also, the results of weighting the dimensions with the best-worst fuzzy technique showed that the ethics factor in sales was the most important dimension of impulse buying and the individual factor was ranked second, and physical, social, temporal and regulatory factors were ranked third to sixth, respectively.