Abstract:
This paper studies the effects of psychological, individual, product strategy, and situational factors on the impulse purchase behavior of customers in all Refah stores located in Tehran. The paper uses Betty and Ferrell Model to set forward and to test 4 hypothesis. All four hypothesis were confirmed. The results indicated that the selected factors had impact on the impulse behavior of the consumers. Based on the results corresponding recommendations were finally made for the store management to improve their customer satisfaction, market share and competitive position.
Machine summary:
Recently, some other factors, such as psychological, individual and product strategy are also recognized to be effective on customers' impulse purchase behavior (Chaudhuri and Holbrook, 2015).
Researches carried out around the world, including Betty Research, have indicated that psychological, individual, product and situational factors would affect customers behavior in impulse purchase (Tshrbh, 2015).
Worldwide researches have shown that psychological, individual, product strategy and situational factors can affect customers' impulse purchase behavior (Grime, et al 2012).
Therefore, the main goal of this research, as the title suggests, is to study the effects of Psychological, Individual, Product Strategy, and Situational Factors on impulse purchase behavior of the customers.
Do product strategy factors have a direct and significant impact on the impulse purchase behavior?
This model evaluates the effect of independent variables, psychological, individual, product strategy, and situational factors, on impulse purchase behavior of the customers, dependent variable (Huang, et al 2009).
Effective Factors on Impulse Purchases based on Betty and Ferrell Model Data Analysis and Results All Refah stores in Tehran including north, south, east, west and central areas are unlimited communities or limited communities with placement: Z 2 2 randomly selected, as of 2016.
According to the results of the data analysis, "product strategy" factors have a direct, positive and significant effect on impulse purchase.
Finally, the study resits indicate that "Situational Factors" have a direct, positive and significant effect on Impulse Purchase.