Document Type : Research Paper

Authors

• Hamed Zare ¹
• Shahnaz Nayebzadeh ¹
• Abolfazl Davodi Roknabdi ²
• Seyyed Hassan Hatami-Nasab ³

¹ Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran

² Department of Design and Clothing, Yazd Branch, Islamic Azad University, Yazd, Iran

³ Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran

Abstract

This study was performed with the aim of identifying indicators and factors affecting consumers' purchase intention of cosmeceutical masks made of Nano-gelatin textiles in Iran in three steps. In the first step, indicators affecting the purchase intention were identified based on a systematic review of theoretical literature and qualitative content analysis of the indicators and using NVIVO software. In this step, the opinions of 12 university experts were analyzed by the Delphi technique in EXCEL software, and 57 main indicators were confirmed. In the third step, in order to classify indicators and identify factors affecting the intention to buy cosmeceutical masks made of Nano-gelatin textiles, 10 final factors were extracted by performing exploratory and confirmatory factor analysis. These included the Firm's functional actions, Firm strategic measures, Cultural factors, Knowing the consumer, Consumers' behavior, Personal factors, Interpersonal factors, Consumers' attitude, competitors and consumers' beliefs. In general, competitive advantage for companies is achieved through value creation for customers by providing differentiated products with more benefits compared to competitors based on core competencies. In general, achieving a competitive advantage for companies is achieved through value creation for customers by providing differentiated products with more benefits than competitors based on core competencies. The main focus of marketing strategy is the appropriate allocation and coordination of marketing activities and resources to meet the company's operational goals in a specific product market. Strategic market planning is also a tool that helps companies to gain a competitive advantage and create synergies by making a suitable plan to combine marketing elements according to the needs and desires of potential customers in the target market.

Keywords

• Purchase intention
• Cosmeceutical products
• Nano-gelatin textiles