Document Type : Research Paper

Authors

• Behzad Gohari ¹
• Farshid Namamian ²
• Mostafa Rezaei Rad ³

¹ Department of Business Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran

² Department of Business Management, Kermanshah Branch, Islamic Azad university, Kermanshah, Iran

³ Department of Management, Bo Ali Sina University, Hamadan, Iran

Abstract

The current research has been carried out with the aim of presenting the pattern of combined shopping behavior of customers in large chain stores. This research is applied in terms of purpose, and in terms of survey-exploratory approach. The statistical population of this research was a group of marketing experts in the retail industry and were interviewed in depth. This selection and conducting of interviews continued until theoretical saturation was reached and then it was stopped. In this research, the snowball sampling method was used and in this process, 9 experts were interviewed in depth. In this research, since the foundational data theory method was used, the main tool for data collection was in-depth and unstructured interviews with human resources experts. Finally, after three open, central and selective codings, the conceptual model of the research was designed based on the paradigm model.

Keywords

• hybrid buying behavior
• chain stores
• foundational data theory