Classification of Factors Affecting Demand for Cultural Products in Domestic Market

Nowadays the effect of cultural industries on GDP, economic growth, social welfare and development of international exchanges is very significant. Therefore cultural activities are to become one of the most fundamental principles of the world economic system.
Accordingly, due to the richness and wealth of Iran in terms of cultural products, it is necessary to look at this matter in a different manner and to identify factors which affect the demand for this type of product in order to systematically improving structure of supply and the economy of culture.
This study aimed to carry out the composition and classification of factors which affect the demand for products of Iranian culture in domestic market. A qualitative study based on grounded theory, using interviews of 30 artists, scholars and cultural activists with snowball sampling method were conducted. Data analysis were done according to the developed grounded process model. Then, 182 concepts in 4 aspects of: "Stimulating the demand", "creating the demand", "supplying of the demand" and "repeating the demand" were modeled. The reliability of coding was verified with retest reliabilty percentage of 1.52.