Identifying and Prioritizing Internal and External Factors that Influence Consumer's Purchase Intention of Frozen Beef by Using Structural Equation Modeling

Awareness of consumer reasons during nutrition choice is very important, because this decision directly affect their health. Since beef is one of the essential goods in consumer basket of goods of Iranian households, Exploring of factors that influence consumers purchase decisions and intentions toward imported frozen beefs in East Azerbaijan province – Tabriz city is the purpose of this survey. Present research through identifying affective factors in two categories surveying internal and external factor at conceptual model. Consumers’ viewpoints were collected using probability cluster sampling. Proposed hypotheses are tested using structural equation modeling. Results show that external factor has direct and significant influence on consumer perceived quality; also consumer perceived value effect on purchase intention are positive and significant. Factors prioritizing result show importance of slaughter type, price and regarding of sanitary standards, and country of manufacture didn’t gain needed supports.