Document Type : علمی - پژوهشی
Authors
1
PhD Student, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran
2
Assistant Professor, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran
3
Assistant professor, Department of Economics, Management and Accounting, Yazd University, Yazd, Iran
10.48308/jbmp.2024.232132.1523
Abstract
Objective: The aim of this study is to design a paradigm of customer buying behavior that is affected by environmental sensory cues correspondent of sensory marketing rules at coffee shops located in ESFAHAN province.
Methodology: This is a qualitative study with anductive approach that, using theoretical framework grounded theory and the systematic design Strauss and Corbin, been conducted by designing a through 25 semi-structured using Maxqda2023 software.
Findings: The findings obtained from the data summarize the conditions, interactions, and consequences in three dimensions. The analysis of customer purchasing behavior is divided into five categories of sensory factors, including tactile factors, visual factors, auditory factors, and olfactory factors. In the strategic factors section, the main factors include technical and technological factors, structural and architectural measures of coffee shops, welfare and hygiene facilities, and marketing strategies as a strategy. These factors can facilitate the achievement of phenomena to consequences. Among these, demographic factors, customer and competitor reactive measures, educational and cultural gaps, lack of supervisory and control indicators, barriers to marketing principles, and structural-environmental barriers play an intervention role. Imperative factors and social factors are background factors that exist in the context of the discussion. Ultimately, six factors - customer perception, the presence of unique and innovative perspectives, branding, purchasing decisions, brand loyalty, and motivational consequences - play a role in the consequences.
Conclusion: The results of this research indicate that multiple intertwined multidimensional factors influence the analysis of customer behavior.
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