Designing the pattern of optimal combination of goods in chain stores with the focus on increasing the productivity of the company and improving the customer experience (case study: Refah chain stores)

The current research method is a qualitative type of foundation data. The statistical population of the research is experts in the field of retail and purchase managers of chain stores, as well as senior managers of convenience stores. 10 people were selected as a statistical sample using the purposeful sampling method. The data collection tool in the interview was semi-structured. Data coding was done using MAXQDA software. The findings of the research using the coding process of the conducted interviews showed that 297 primary codes in the form of the concept of the model of effective factors (causal and contextual, intervention, strategy and consequence) are effective on the optimal combination of goods in Refah chain stores, and finally 86 The initial code was selected as the pattern evaluation indicators through the overlap of concepts and the removal of synonymous codes and using the comments of the supervisor. These codes were placed in the concepts and core categories and the model of the optimal combination of goods in Refah chain stores was explained. The most important application of the implementation of such models is to achieve a comprehensive pattern of consumer buying behavior based on the indicators affecting their purchase intention, which is one of the necessities of Refah chain stores to find out what indicators for each category of products. are more important in purchasing and what kind of strategies to use for each category of products and on which target market to invest.