Investigating the mixed effect of marketing on the behavior of shoppers in Ofogh Kourosh chain stores (studied in Mashhad stores)

mehdi gholami zare¹ mehdi khadem²

1) Firoozkooh Azad University, Master of Economics
2) Firoozkooh Azad University, Master of Economics

IOI Code : XDAF-EFCAB
Publication : 2 nd- Scientific Research Conference on Management and Industrial Engineering Baku, Azerbaijan(cmieconf.com)
Abstract :
    In this study, the study and ranking of marketing mixing factors affecting the behavior of buyers of Ofogh Kourosh Mashhad chain stores has been investigated. The statistical population of this study is 191 buyers of Ofogh Kourosh chain stores in Mashhad during the autumn period of 1398 in Mashhad. Due to the limited number of Ofogh Kourosh Mashhad chain store companies, the population of buyers is almost geographically concentrated but not known in terms of number, and a simple random sampling method has been used to select the sample. After collecting and receiving the questionnaire, many distribution tables and charts have been drawn and to analyze the data from spss statistical software, the research hypotheses have been examined using t-test, which shows that the price factors, distribution, Promotion and product are effective on the behavior of buyers of Ofogh Kourosh chain stores in Mashhad. According to the results of this study, the price factor was at the highest level of importance and the product factor was at the lowest level of importance from the point of view of buyers.

Keywords : marketing mix shopping behavior product price promotion and distribution