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Modeling the Factors Influencing Store Price Image in Iran by Interpretive Structural Modeling Method | ||
| Journal of International Marketing Modeling | ||
| مقاله 1، دوره 1، شماره 1، شهریور 2020، صفحه 1-12 اصل مقاله (836.88 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22080/jimm.2020.19020.1003 | ||
| نویسندگان | ||
| Mohsen Nazari* 1؛ Hossein Dastar2؛ Sara Ramezani2 | ||
| 1Associate Professor, Faculty of Management, University of Tehran, Tehran, Iran | ||
| 2Faculty of Management, University of Tehran, Tehran, Iran | ||
| تاریخ دریافت: 21 اردیبهشت 1399، تاریخ بازنگری: 10 خرداد 1399، تاریخ پذیرش: 19 خرداد 1399 | ||
| چکیده | ||
| Price is one of the most significant factors in competing in the retail market. This study aims to present the interpretive-structural modeling of elements affecting store price image, considering local and situational variables. Having analyzed KIOSERT analysis and been sure of accuracy in variables choice, the interpretive-structural modeling was used at the level of categories. The outcome of interpretive-structural modeling was a two-level model, in which the first one consisted of ‘services’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’, and in the second level, the variables consisted of ‘competitors’, ‘buyer factors’, ‘price and promotions’, and ‘sale policies’. In addition to the mentioned model, another finding of the study is depicting driving-dependency power, in which research variables are divided into four groups: autonomous, dependent, independent, and linkage. Accordingly, the ‘competitors’, ‘buyer factors,’ ‘price and promotions’, ‘sale policies’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’ belong to linkage variables and ‘service’ variable, by itself, belong to independent variables. | ||
| کلیدواژه‌ها | ||
| store price image؛ interpretive-structural modeling؛ pricing؛ Iran | ||
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آمار تعداد مشاهده مقاله: 403 تعداد دریافت فایل اصل مقاله: 355 |
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