Investigating the Influence of Individual and In-Store Factors on the Behavior of Buyers in Chain Stores

The purpose of this study is to investigate the effect of various in-store including psychological pricing tactics, time pressure in purchasing and stimulationg curiosity, and also individual factors on customer behavior in chain stores.This study is applied in terms of purpose and is descriptive-survey-correlational in terms of method. The Statistical population of the study includes the customers of Hyperstar shopping centers. A single-step cluster random sampling method was used. Data collection was done in-person using closed questionnaire since the statistical population was infinite, cochoron formula was used to randomly select 384 samples ar the stores entrances. The data was analyzed by means of structural equation modeling using AMOS 18 software. The results show that the need for cognition of buyer and time pressure have direct and significant impact on the process of buying decision. Also, The implausible external reference price increase the effect of the time pressure on perceived value of the transaction and attitude to the transaction and purchase intention. Given the economic stagflation condition in Iran, using proper  in-store strategies (such as psychological pricing) to attract the attention of the customers, enhance their percieved value of transaction and to in crease their willingness to buy, can be very effective in chain stores.