Identification and Prioritizing Influential Merchandising Variables on Customer Purchase Behavior, Case Study:Hyper Star Chain Supermarket

Abstract

The purpose of this research was evaluation of the effectiveness of merchandising variables on customer purchase behavior. This research was performed by survey and by distribution of questionnaire. The results of this research showed that after extraction of 57 variables from literature related to merchandising, they were distributed among ten experts and after moderation of the variables to 37, they were distributed among 250 customers in Hyper Star Chain Supermarkets. Statistical analysis included descriptive values and inferential statistics for data analysis. After data collection by questionnaire, they were analyzed using the SPSS software. Considering the results of the research, merchandising variables influential on customer purchase behavior were identified and ultimately ranking of influential merchandising constituents was performed. Results of the Friedman test showed that at a 0/95 confidence level, significant difference exists between ranked mean effectiveness of influential merchandising factors on customer purchase behavior at Hyper Star. In fact, it can be stated that advertisement strategies in merchandising had the highest effect on customer purchase behavior. After this were behavioral variables, technical strategy and ultimately environmental strategy in decreasing order of effectiveness on customer purchase behavior.

DOI: 10.5901/mjss.2016.v7n3s2p48