Transactions on Data Analysis in Social Science

Transactions on Data Analysis in Social Science

Examining the Factors Influencing the Purchasing Behavior of Food Retailers

Document Type : Original Article

Authors
M. Naserpour 1
A. Alizadeh 2
P. Sayyadmansour 3
1 Master’s Student in Business Administration, Lorestan University, Lorestan, Iran
2 PhD Student in Human Resource Management, Lorestan University, Lorestan, Iran.
3 Master’s Student in Business Administration, Lorestan University, Lorestan, Iran.
10.47176/TDASS.2021.235
Abstract
The purpose of this study is to examine the factors that influence the purchasing behavior of retailers. From a research perspective, the study is applied in terms of purpose and descriptive-survey in terms of data type. The statistical population consists of food retailers in Khorramabad, which is unlimited in size. The Cochran formula was used to determine the sample size, resulting in a sample of 348 participants. Data were collected using the questionnaire developed by Sarkar et al. (2016) and Matos (2013). The validity of the questionnaire was confirmed by experts and faculty members, and its reliability was verified using Cronbach’s alpha. The results indicate that product demand positively and significantly affects supply and delivery quality as well as retailer credibility. Seasonal and holiday product demand also positively influences salesforce behavior and company reputation. Furthermore, company reputation positively impacts brand reputation, profit margin, and individual and social recognition. In addition, salesforce behavior has a significant positive effect on retailer credibility, individual and social recognition, brand reputation, and word-of-mouth advertising, while credibility positively affects profit margin. Conversely, brand reputation does not significantly influence retailer credibility or individual and social recognition, and company reputation does not have a significant effect on retailer credibility.
Keywords
Word-Of-Mouth Advertising
Retailing
Purchasing Behavior
Purchase Intention
Distribution Channel
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Transactions on Data Analysis in Social Science
Volume 3, Issue 4
Autumn 2021
Pages 235-245

  • Receive Date 04 July 2021
  • Revise Date 07 November 2021
  • Accept Date 23 December 2021