Study the socio-cultural and demographic factors influencing purchasing behavior of Shiraz Zarrin Ghazal dairy products company

Abstract

Abstract. The purpose of this study was to evaluate the socio-cultural and demographic factors influencing consumer purchasing behavior based on Shiraz zarrin Ghazal dairy products company. The aim of this study is, applied to the data collection methods and techniques: cross survey, carried out in the process, cross-sectional nature of the data, a little. The volume of non-probability samples of 383 sampling were selected and studied. For data collection use the questionnaire. To analyze the data from the computer software package SPSS and statistical tests of Kolmogorov-Smirnov one-sample-a (one-sample KS), T test, analysis of variance (ANOVA), Mann-Whitney U test and Kruskal-Wallis, multivariable regression , Cronbach's alpha for the calculation of reliability and confirmatory factor analysis was used to assess construct validity. The results confirmed the effect of independent variables represents lifestyle, reference groups, integrated marketing, situational factors, religious beliefs, socioeconomic status and age of consumers of dairy products on their shopping behavior has been. Purchasing behavior of consumers of dairy products in terms of employment status, marital status and education level, but they differ in terms of the purchasing behavior of consumers of dairy products with no significant gender differences. The results show that a variety of other variables in the regression analysis to explain the variables that influence the buying behavior of consumers of dairy products, independent variables, situational factors, nutrition and lifestyle practices, religious beliefs have emotional reference groups and 67 percent of General factors affecting consumer buying behavior-dairy products account for them. The strongest predictor variables in consumer purchasing behavior, dairy products, and situational factors are variable. This variable is only 62/6 % of the variance is explained by the behavior of consumer purchases dairy products.