Designing a Process Model for Impulse buying(Case Study of Chain Stores of Tehran)

The present research aimes at designing a process model for impulse buying in chain stores of Tehran based on the grounded theory approach. The statistic population include the connoisseurs, professors, scientific and executive experts in the field of marketing and sales. 15 members are selected as the statistic sample by purposeful judgment method. The data collection tools include the library studies and semi- structured interview with experts. The validity of interview questions and their reliability respectively have been confirmed by the content analysis and retest method (0.921). The data analysis is done with a qualitative approach by the grounded theory method and the coding process was done in three stages of open, axial and selective coding. Accordingly, every component of coding paradigm was interpreted and the process model of impulse buying in chain stores was designed. Finally, the theory is designed based on 9 theorems. Based on the enumerated model, the causal condition (including the economic and psychological factors), category- centered (positive attitude toward impulse buying), bedding (including the factors related to the good or product, personality and behavioral factors), contextual factors (including the environmental, persuasive and demographical factors), strategies (strategies of impulse buying development), and outcomes (including the outcomes related to the customer and sellers) aer specified in the paradigm model and ultimately, the relations between them were drawn in the selected model.