تجزيه و تحليل رفتار مشتري براي جذب مشتري در فروشگاه هاي جديد

An Analysis of Customer Behavior for Customer Attraction in New Stores

اﯾﺠﺎد ﻓﺮوﺷﮕﺎه ﻫﺎي ﺟﺪﯾﺪ در ﺳﺎلﻫﺎي اﺧﯿﺮ ﺳﺒﺐ اﻓﺰاﯾﺶ رﻗﺎﺑﺖ ﺷﺪﯾﺪي در ﺑﺎزار ﮔﺮدﯾﺪه اﺳﺖ. ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺗﺠﺰيه و ﺗﺤﻠﯿﻞ ﻣﺘﻐﯿﺮ ﻫﺎي رﻓﺘﺎر ﻣﺸﺘﺮي ﻫﺎ و ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ آﻧﺎن اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ در ﺻﺪد آن اﺳﺖ ﮐﻪ راﺑﻄﻪ ﺑﯿﻦ ﻣﺘﻐﯿﺮ ﻫﺎي رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه ) ﻣﺎﻧﻨﺪ ﻋﻮاﻣﻞ ﻓﺮﻫﻨﮕﯽ، اﺟﺘﻤﺎﻋﯽ، ﺷﺨﺼﯽ، رواﻧﯽ( و ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﻣﺼﺮف ﮐﻨﻨﺪه از ﯾﮏ ﻣﺤﺼﻮل ﺧﺎص را ﻣﻮرد ﺗﺤﻘﯿﻖ ﻗﺮار دﻫﺪ. داﻣﻨﻪ و ﻣﺤﺪودﯾﺖ اﯾﻦ ﻣﻄﺎﻟﻌﻪ در 11 ﻓﺮوﺷﮕﺎه ﺑﺎ ﮐﻞ ﻧﻤﻮﻧﻪ 110 از 150 ﺑﻮده اﺳﺖ. داده ﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ ﮐﻤﯽ ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﮔﺮﻓﺘﻪ اﻧﺪ. ﺗﻔﺴﯿﺮ اﯾﻦ دادهﻫﺎ ﻧﺸﺎن ﻣﯽدﻫﺪ ﮐﻪ ﻣﺘﻐﯿﺮﻫﺎ و اﺑﻌﺎد ﻣﺼﺮف ﮐﻨﻨﺪه در ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ از ﯾﮏ ﻣﺤﺼﻮل ﺑﺎ ﻫﻢ در راﺑﻄﻪ اﻧﺪ اﻣﺎ ﺑﺎ اﯾﻦ ﺣﺎل ﺑﺮﺧﯽ ﻣﺘﻐﯿﺮ ﻫﺎ ﻧﯿﺰ وﺟﻮد دارد ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ را ﺗﺤﺖ ﺗﺎﺛﯿﺮ ﻗﺮار ﻧﻤﯽدﻫﺪ درﺣﺎﻟﯽ ﮐﻪ ﺑﺮﺧﯽ از ﻣﺘﻐﯿﺮ ﻫﺎ ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ را ﺑﻪ ﻃﻮر ﻗﺎﺑﻞ ﺗﻮﺟﻬﯽ ﻣﺘﺎﺛﺮ ﻣﯽﺳﺎزﻧﺪ ﮐﻪ ﺑﯿﺸﺘﺮ ﺷﺎﻣﻞ ﻣﺘﻐﯿﺮ ﻫﺎي اﺟﺘﻤﺎﻋﯽ ﻣﯽﺷﻮد. ﺿﺮﯾﺐ ﺗﻌﯿﯿﻦ %40.5 )0.405( ﻣﯽﺑﺎﺷﺪ. ﮐﻞ ﺗﻨﻮع ﻣﺘﻐﯿﺮ ﻫﺎ زﯾﺎد اﺳﺖ %59.5%=40.5 ﻣﺘﻐﯿﺮ ﻫﺎي دﯾﮕﺮي اﺳﺖ ﮐﻪ در اﯾﻦ ﺗﺤﻘﯿﻖ ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﻧﻤﯽﮔﯿﺮد.

The creation of new stores in recent years has intensified the competition in the market. The purpose of this research is to analyze the customer behavior and purchase intention variables. This research seeks to investigate the relationship between the variables of consumer behavior (such as cultural, social, personal and psychological factors) and the consumers' intention to purchase a particular product. This study was conducted in 11 stores in Jakarta (Indonesia 9) with a total sample size of 110 out of 150 stores. The data were analyzed using quantitative analysis. The interpretation of the data shows that consumer behavior and its dimensions are associated with intention to purchase a particular product, although some variables do not affect the purchase intention, while others including the social variables affect it significantly. The coefficient of determination is 40.5% (0.405). The total variability of the variables is high (40.5% = 59.5%). There are other variables that are not dealt with in this study.