Prioritizing Factors Affecting Retail Success in Multicultural Communities Case Study: Ofogh Kourosh Stores in Shiraz)

According to growing needs of customers and the development of the retail industry in recent years and given that retail is one of the dynamic sectors of the economy, recognizing the drivers of increased productivity and success of the retail sector can be one of the important concepts in economy. In this regard, the purpose of this study is to identify the factors affecting the success of retailers in Shiraz as a multicultural society and determine the priority of these factors by obtaining the views of various stakeholders, including: customers, employees and managers of retailers as well as academic experts. In this study, 10 of Ofogh Kourosh stores in Shiraz were randomly selected and evaluated as a case study and by determining the research model and determining the effective criteria in the success of retailers, first, with the opinion of academic experts, the weight of the importance of each of the responsible groups was determined. Then, using the PROMETHEE method, the criteria were prioritized, which among the various factors affecting the success of retailers, the factors of "price" and "quality" were the highest priority, and the factors of "services" and "brand image" were the lowest priority.