Designing And Explaining the Strategy Model of Consumer Behavior in Iran's Startup Industry

There is limited knowledge about consumer behavior, particularly their choices regarding purchasing and using products and services offered by startups in developing countries. This article aims to create a strategic model of consumer behavior in selecting enjoyable products based on factors influencing services in startups within the country. The approach taken in the article is qualitative and practical. Data was gathered through semi-structured interviews, employing the database theory strategy, which includes open-centered and selective coding methods. The fundamental model of this theory was utilized to derive the model presented in the article. Snowball sampling, a targeted sampling method, was employed for participant selection to achieve theoretical saturation. The article's findings show a validated and wellfitted model comprising six primary categories or dimensions: pleasurable shopping motivations, store characteristics, individual characteristics, communication strategies, customer loyalty, and 23 sub-dimensions. The study reveals that pleasurable incentives contribute value to consumers, ultimately enhancing startup companies' marketing strategies for their products' growth and success.