Presenting the Structure of Effective Factors in the Disposing of Goods using the Repertory Grid (Validation of the Structure in the Mobile Phone Market in Tehran)

Consumers of a product, after selecting and consuming it, reach a stage where they have to decide how to discard a product. Therefore, discarding the acquired product has been a major part of the consumer decision-making process, but very few studies are available. Due to a lack of knowledge of this stage of consumer behavior, companies will face the problem of not knowing the fate of a purchased product and how buyers make decisions after consuming a product. In the present fundamental study, using the repertory grid method as a new method in the field of marketing, 9 factors affecting the disposition phase were extracted through the purposive sampling method and interviews with 20 marketing experts. Also, 9 factors obtained from this research (social, economic, and psychological factors, documentary theory, situational factor, tendency to store product, innovation, purchase intention, and marketing mix) were used for mobile goods (Tehran Mobile Market). Using the survey method and 150 samples, the validity of the obtained structure was confirmed through second-order factor analysis. This study could provide more insights into consumer behavior and sustainable consumption and provides a basis for further research to expand understanding of disposition phase behavior.