فصلنامه چشم انداز مدیریت بازرگانی
سال دهم شماره 3 (پاییز 1390)

Ethnicity has traditionally been taken into consideration in Iran, concerning its long historical background. Regarding the conceptual complexity of the word “ethnicity” and its effect on purchase style of every group, it has been tried in this article to study ethnicity-based decision making styles according to Sproles and Kendall model in Refah Chain Shopping Centers, located in Tehran. Research statistical sample consists of 200 people who were selected by using stratified sampling method. Data was collected by a 40-item questionnaire. Research results reveal that there is no meaningful difference in terms of studying the effect of ethnicity and gender in decision making styles of consumers and the only different elements among different groups were shopping avoidance trends and impulsiveness/carelessness trends (causes to feel sorry for consumers). In this research, 10 styles were identified among customers of Refah Chain Shopping Centers.

The purpose of present research was to investigate the antecedent(Sport activity involvement and team attachement) and outcomes(brand image, purchase intention and word of mouth comunication) of sponsorship. In line with the studies conducted on sport marketing, the moderating role of Fit on the relationship between team attatchment and the results of team sponsorship have been investigated. In order to investigate the variables specified in the study, a questionnaire has beendesigned and distributed among 384 fans of Mahram basketball team. The findings supported the premise that highly attached fans are more likely to develop positive image for their team sponsor, exhibit higher intentions for purchasing and recommending the sponsor’s products. in addition, Sport attraction for individuals had a positive effect on team attatchment but the centrality of sport in the person` s life had not a significant effect on formation of team attachment. Furthermore, The Fit between sposor and sponsored team had a positive moderating role on the relationship between team attatchment, brand image and purchase intention. But this relationship was not confirmed between team attatchment abd word of mouth.

Consumer intention to purchase depends on the degree to which consumers expect that the product can satisfy their expectations about its use, but it differs for fast moving consumer goods(FMCGs). this research follows influence of different packaging elements by considering the effect of time pressure and levels of consumer’s involvement on purchase intention. This is a descriptive and survey research and collection of data has been done by standard questionnaire. Data analysis was done by statistical tests named Sign test, Friedman ranking test,Mann-whitney test,Kruscal-wallis test and Two way Analysis of variance test. The results indicate the influence of different visual and informational elements on consumer purchase intention. the ranking of factors in different situation shows the priority of informational elements in normal situation and priority of visual elements under the time pressure. Also The influence of informational package elements on choice is stronger when consumers have high levels of involvement with the product, and The influence of visual package elements on choice is stronger when consumers have low levels of involvement with the product.