Provide a model to identify and analyze the factors affecting the views of shoe industry buyers in Dushanbe and Khudzhand, Tajikistan, using a mixed approach

Today, the economic environment is changing rapidly. In such a stressful environment, companies must consider all the factors that affect their survival in the short and long term. One of the most important factors is to study consumer behavior. One of the most important aspects of consumer behavior is examining the reasons for preferring a product over a similar product. In this regard, the present study presents a model to identify and analyze the factors affecting the views of buyers of the shoe industry in Dushanbe and Khudzhand, Tajikistan, using a mixed approach. The present article is a descriptive-non-experimental research in terms of the purpose of an applied research in terms of data collection method. The statistical population of the study includes all shoe buyers in Dushanbe and Khudzhand, Tajikistan. The sampling method was classified and the statistical sample size was 384 people. A questionnaire was used to collect data. Findings indicate that value, diversity, efficiency, volume of facilities and benefits affect the views of shoe buyers in Tajikistan. Also, based on the research findings, it was proved that the criterion of "efficiency" is the most effective criterion and the sub-criterion of "heel and sole size" with a final weight of 0.0719 is in the first priority of the sub-criteria. Therefore, the research results cannot be generalized to shoe buyers in other markets. Failure to consider moderating variables due to increased model complexity and time constraints is one of the main limitations of the present study.