فصلنامه تحقیقات بازاریابی نوین
سال سوم شماره 2 (پیاپی 9، تابستان 1392)

The present research addresses the subject of consumer decision making style based on sproles and kendall''s (1986) consumer styles inventory (CSI). Since social factors have influenced working female shoppers to make them different from non-working groups، due to the high population of non working female in Iran and also increasing trend of female''s occupation status، this study has focused on these groups by administraiting a questionair with 50 items to a non-probability Judgmental sample of working and non working females living in Tehran. A total of 500 questionairs were distributed on shopping centers while about 450 questionairs were completed. This research is also an explanatory research which it''s results can be applied in future researches. In order to identify a more appropriate structure، a principle component analysis with varimax rotation was performed to identify the right number of decision making style dimensions. This factor solutions explain about 70 percent of the variation، a very reasonable proportion. The results show some similarities and differences among working and non working female decision making styles، suggesting that occupation status has a marked effect on shopping behavior. The current study identified ten shopping style dimensions relevant to the each group of working and non-working females، six common style and four different one. The six common decision making styles dimensions are: price/value consciousness، fashion/novelty consciousness، brand consciousness، recreational/hedonistic shopers، confues by over choice shoppers and reliance on mass media. In addition، two similar shopping styles were indentified، named quality consciousness and environment/health consciousness. The distinct shopping orientations of working females were influenced by others and time/energy conserving shoppers while another group styles were habitual and brand/store loyalty and impulsive/careless shopping orientation. The findings suggest that there are notable differences among working an non-working women in the pattern of shopping behavior.

This paper aims to design proposed model for search engine designers to promote loyalty levels of search engine users. This is a descriptive survey study. The statistical population of the research is composed of Ferdowsi University students. The sample size estimated to be 347. Data gathering instrument was a self administered questionnaire and structural equation modeling (SEM) is used for the data analysis. Findings indicate that user communication affects user satisfaction significantly and negatively. Also in research final model search engine image، search engine perceived quality and search engine perceived value affects user satisfaction. Moreover، search engine perceived value affects user loyalty and verbal advertising directly. Also user satisfaction affects user loyalty directly. Finally user loyalty leads into high expected switching costs، search engine revisit and verbal advertising for search engines.

customer value proposition One of the key factors in achieving a sustainable competitive advantage in today''s world of market-driven and customer-focused and the way a firm differentiates itself from its competitors and is the reason why customers buy from a certain firm; thus، The aim of the present study is to identify the effective factors in forming value proposition in clothing industry. Through the review of the research literature and also through polls، the effective factors were primarily identified، and then in the second phase، the main objective of the study was fulfilled using field research methods. In order to achieve this goal، customer Pol Clothing Group in Yazd was selected as the target population. Sampling method is Simple Random Sampling، 384 people choosing and finally 200 questionnaires were collected According to the model designed for the analysis، the effective factors on value proposition are price، partnership، availability، selection and quality. Also it was concluded that among the minor components، only being memorable، meaningful and lovely (about the brand) do not have any effects in forming value proposition. The results also showed that there is a significant difference between the effective factors in forming value proposition in terms of the intensity of the effect (s). In this respect، the factors are classified in three categories according to the intensity of the effect. Hence، price، availability، Brand Loyalty، Brand Knowledge and selection are in the first category. Also price، functionality، availability، Brand Knowledge and selection are placed in the second category، and partnership and quality are in the third category. Finally، some suggestions are presented in order to optimize the level of customers'' value proposition

Competition issue in today’s market is not exclusively limited to manufacturing enterprises. Suppliers and especially big retailers are increasingly facing this challenging problem too. Regarding to the context of Iranian culture، big retailers are against very large number of small groceries that their successfully survival depends on how they operate intelligently. These kinds of retailers in order to attract customers and increase their shopping volume need to utilize new marketing methods to increase the amount of time spent in store and consequently increase the probability of shopping. One of these methods is playing music in store. The purpose of this study is to investigate the effect of music on customer shopping through the time spent by customer in store. The present study is a survey research in terms of method and an applied-developmental research. Rashtianshoppersof Rasht Big Stores are selected as statistical population. Results using path analysis approach reveals that the effect of music on customer shopping through the time spent in store is confirmed. On the other hand، there are numerous differences among customers with various demographic characteristics.

This study aims to the importance of buyers-sellers interactions in service sector such as insurance industry، and the more effect of Sales Force on buyer،s decision. We in particular examined Sales Orientation-Customer Orientations (SOCO) impact on Sales Force performance and investigated the moderated effect of selling skills on the relationship between SOCO and Sales Force performance. For data collection a questionnaire adopted from previous studies was applied and completed by 118 Sales Force insurance agencies in Mashhad، Iran. We have used Correlated Coefficient and Moderated Regression to assess the impact of SOCO on Sales Force performance and have estimated the moderation effect of selling skills on the relationship between SOCO and Sales Force performance. The result shows that SOCO and selling skills have directly impact on Sales Force performance، and selling skills moderated the relationship between customer orientations and Sales Force performance، however this does not moderate the relationship between sales orientation and Sales Force performance.

Immediate purchase of new products، the impact. Topics in descriptive and inferential statistical analysis of the questionnaire is used. The study of factors influencing buying behavior instantaneously evaluate the effect of component purchase immediate end to help promote marketing in the country has been conducted. Survey of the research and application of research descriptive survey are. Cross-sectional data from a questionnaire survey in 1391 by the city of Karaj passages have been collected from the sale of clothing and apparel. effect between knowledge and intention to purchase the new product is positive. than seven 9 Assumption accepted hypothesis and other hypotheses were rejected

in order to attract the customers، it’s really needed to consider the elements they take in to account in evaluating a company. New banks attempts in stealing the customers from the experienced bank especially in retail banks prove the importance of such topic. The main purpose of this research is to identify the criteria by which a customer chooses a bank in retail banking in competitive market. Doing so، 166 evaluating criteria were extracted using field study، interviews with 43customers، back office and front office in several banks. After reconsidering the criteria by the experts، they were reduced to 50 elements and distributed as a pre-test among 60 customers. After validity and reliability test by «Stage random sampling» and «Cochran method» 669 samples were obtained. 678 questionnaires were confirmed out of 810. In order to identify and analyze these factors، by «factor analysis method»، 45 questions were remained، The identified factors are as follows: Employees and trust، Quality and ease of service، Up to date technology and techniques، Physical appearance، Variety of services، investment، credits and loan، cost، reputation، convenience، incentives. Among these factors، employee and trust by 13،317 percent of variance were recognized as most important ones.

Recent years marketing theories has been developed increasingly. This development needs paying attention to variables such as: moderator and mediator for extending marketing research models. Marketing and management researchers need to be informed about the meaning of mediator، moderator and intervening variables and accurate statistical procedures and tests for identification. By understanding the true meaning of mediator، moderator and intervening variables، providing more accurate marketing models that fits real word become easier. In this paper the meanings of those variables were presented and compared. In the next sections of the paper، statistical procedures and tests provided.

Banks need to identify and analyze the behavior of their customers in order to present electorinc services to them. In high volume customers'' data set، data mining techniques can help to gain hidden knowledge for supporting marketing decisions. The main problem is how using data mining and RFM analysis model in identification and analysis of customers'' behavior in order to segment and classify and select groups of valuable customers. The proposed model in this paper is based on CRISP – DM standard in data mining and in this model، after data preparation and preprocessing، two approaches are presented. 1. Customers segmentation via clustering and then، calculate customer value in clusters and ranking them for finding valuable clusters. 2. Scoring and determine customer value as target attribute in construction of classification models of customers value. Demographic and transactional data set are used to train and test of the proposed model. Results shows using the proposed model can identify and analyze customers with respect to their behaviors and segment and classify them; until supporting and promoting marketing decisions can be done.

Nowadays brand in businesses around the world including service provider companies، has a special role and a great importance. Brand equity is also a powerful tool in the marketing competition; thus managing the brand equity measurement is consequential. In this study we are trying to find some effective dimensions of the brand equity in the service firms and companies and after that we are going to offer some significant dimensions as a comprehensive model in education and e-learning at the level of higher education with considering different aspects of the products and services and also with considering the different aspects of service businesses on the services spectrum; then test the model statistically in a virtual university. Data collection was done through a questionnaire distributed to all 1031 faculty، students and staff of Mehralborz university and 300 responses were received. Sampling was done through random method and the sample volume based on Cochran''s formula was 280 persons. Cronbach''s alpha was used to ensure the reliability of the questionnaire and structural equation modeling was used to test the model. The consequences of statistical analysis showed that among the factors related to the customers، just experiences and psychological characteristics of faculty، students and staff are effective on the service brand equity of Mehralborz university. And also among the factors related to the brand awareness،just marketing activities are effective on the service brand equity of Mehralborz uiversity. Among the characteristics offered for the brand image،just symbolic characteristics and servicescape and also servise provider characteristics are effective on the service brand equity of Mehralborz university.

The aim of this study is mainly to examine antecedents (Brand Prestige، brand differentiation، brand awareness، brand experience and social benefits) and consequences (trust، commitment and Brand Advocacy) of Consumers’ Brand Identification. In line with the management studies، also the relationship between trust and commitment with brand advocacy has been studied. In this regard، and to measure variables and research model، a 34 item questionnaire was designed and distributed to the the sample (n = 400). Results show that Brand Prestige is the major antecedent and Brand Commitment is the major Consequence of Brand Identification. In other words، higher Brand Prestige، Higher Brand Identification that result in higher Brand Commitment. However، The impact of other variables on Brand Identification and the positive impact of trust and commitment on Brand Identification was confirmed.

In many cases، foreign product absorb consumer and more succeed than inner product. They select foreign product and study at this field is very essential. The aim of this study is to examine and ranking the importance reason tendency of inner consumer for selecting and replacing foreign product. (Industry of making chocolate /Milad brand). This study is application according to aim and description – survey to method. The participants of this research are consumers that use the brand Milad chocolate in Charmal va Bakhtiari and supermarkets in Shahrekord. They are 711 males and females. The instrument is some questionnaire. It has high reliability and validity and by using Alfa Kornebakh is %825. In this study use software’s SPPSS and Aimouse for analyzing and modeling. The ranking is very powerful because it has high accuracy and modeling is near to life style of people. The result show that there is meaningful relationship between tendency of inner consumer and personal factors، stimulus marketing (excepting price that have a negative relation)، internal Factors، external factors and all of the variable of selecting and replacing foreign product such as chocolate. According to ranking: income، internal Factors، external factors. personal factors، stimulus marketing، and lifestyle have first to seventh rank respectively.