Abstract
Article history: Received January 28, 2014 Accepted 20 June 2014 Available online June 26 2014 Nowadays, increasing competition is forcing businesses to pay more attention on customer satisfaction providing strong customer services. Increased competition has also increased marketing activities. This paper presents an empirical investigation to determine important factors influencing purchase decision involvement in food industry in city of Tehran, Iran. The study designs a questionnaire in Likert scale, distributes it among 270 experts in food industry and, using principle component (PCA) analysis, extracts important group of factors. The questionnaire consists of 27 questions, which is reduced to 23 questions because of sensitivity of the PCA to Skewness of data. Cronbach alpha is calculated as 0.81, which is well above the minimum acceptable level. The results indicate that there were four factors including individual differences, product validation, triggers and dependent behavior influencing purchasing decisions. © 2014 Growing Science Ltd. All rights reserved.
Highlights
Nowadays, increasing competition is forcing businesses to pay more attention on customer satisfaction providing strong customer services (Vukasovic, 2010; Manjeshwar et al, 2013; McCutcheon et al, 2013)
This paper presents an empirical investigation to determine important factors influencing purchase decision involvement in food industry in city of Tehran, Iran
The results indicate that there were four factors including individual differences, product validation, triggers and dependent behavior influencing purchasing decisions
Summary
Nowadays, increasing competition is forcing businesses to pay more attention on customer satisfaction providing strong customer services (Vukasovic, 2010; Manjeshwar et al, 2013; McCutcheon et al, 2013). Razzaque and Chaudhry (2013) investigated the effect of religious commitment of Muslim consumers in a non-Muslim country on their purchase decision-making process and developed a broad-based taxonomy of these consumers based on that They used responses obtained from a convenient sample of Muslim consumers living in different suburbs of Sydney metropolitan area, who were the main grocery buyers of their respective households. They reported that food and personal hygiene products, generally viewed as low-involvement products in the non-Muslim cultures, were high involvement products to religious Muslims. They reported that four of the eight decision making styles changed statistically between 1994 and 2009
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