Investigating the Effect of Customer Diversification on Instant Purchases in Retail Stores in Ilam

Document Type : Research Paper

Authors

Associate Professor of Management Department, Ilam University (corresponding author

Abstract

Instant buying behavior is one of the most important issues in the field of consumer behavior and diversification particularly, focuses on customer buying behavior. The aim of this study was to investigate the effect of customer diversification on instant purchases in retail stores in Ilam.  This research is applied in terms of purpose and descriptive-survey in terms of implementation method. Regarding the collection of information related to the literature on the subject and research background, library methods have been used, and the field method has been used to collect information to confirm or reject the research hypotheses. Customers of retail stores in Ilam were selected as the research community. Due to the unlimited statistical population, 384 people were selected as the sample. The sampling method used in this study was simple random.  The data collection tool was a standard 16-item questionnaire whose validity was assessed by experts and the obtained Cronbach's alpha coefficient indicates the appropriate reliability of the questionnaire. Data analysis was performed by descriptive statistics and regression analysis using spss21 software. The results show that customers' demand for diversity has a significant effect on instant purchases in retail stores in Ilam.

Keywords

a scientific journal of ilam culture
Volume 21, 66,67 - Serial Number 66
September 2020
Pages 53-76

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