Modeling the Social Behavior of Consumer Purchase through the Perception from Shahrvand Chain Store Brand

Today, attention to the behavioral aspects of clients and consumers and their perception of brands is very important and vital to attract and retain them. Therefore, the current research was conducted with the aim of modeling the social behavior of consumer purchase through the perception from Shahrvand chain store brand.

The present study was applied in terms of purpose and descriptive in terms of correlation type. The research community was the customers and consumers of the chain of citizen stores in the year 1400 (more than 100,000 people), based on the table of Karjesi and Morgan, 384 people were selected as samples using the available sampling method. There was a missing questionnaire (because more than 10% of the items were not answered) and based on this, analyzes were performed for 310 people. The research tools included a demographic information form (including gender, age, education and monthly income) and a researcher-made questionnaire on the consumer's social purchase behavior through the perception of the store brand, whose face validity was confirmed by experts and its reliability was assessed as appropriate. Data were analyzed with exploratory factor analysis and structural equation modeling methods in SPSS-26 and Smart PLS-2 software.

The findings showed that environmental characteristics as causal conditions were included consumer characteristics, perception of environmental factors and perceived consumer experience, brand-consumer relations as background conditions were included store characteristics, relational marketing and store internal branding, attitude to brand as intervening conditions were included perceived satisfaction from brand, brand relationships and pleasurable motivations, perception of brand as central category were included consumer status, branding based on consumer behavior and consumer understanding and expectations from the store, value creation as strategy were included brand positioning, perceived discounts, perceived after-sales services and perceived value creation and social behavior of consumer desirable purchase as outcome were included repeat purchase behavior, affiliation to brand and loyalty to brand; So that the factor load and average variance extracted of all of them were higher than 0.50 and the reliability of all of them by Cronbach's alpha method was higher than 0.70. Other findings showed that the model of social behavior of consumer purchase through the perception from Shahrvand chain store brand had a good fit and all effects of the mentioned model were positive and significant (P<0.01).

The findings of this research showed that environmental characteristics have an impact on brand-consumer relationships and brand attitude and brand perception. Also, brand-consumer relationships and attitude towards the brand influence the perception of the brand. And the brand attitude and brand-consumer relationships have an impact on value creation. Finally, value creation has an effect on the social buying behavior of the consumer.