Identifying Mental Patterns of Human Factors in the Store Regarding Identifying the Factors Affecting Impulsive Buying by Using Q Methodology

Impulsive buying is rooted in consumer behavior and is a valuable concept in a market environment; because marketing managers can increase their sales and profitability by identifying the stimuli that affect impulse purchases. The purpose of this study is to identify the mental patterns of human factors in stores regarding the identification of factors affecting the impulse purchase using the Q method.This research is in terms of purpose in the field of applied-developmental research and in terms of data collection method is a combination. In the stage of collecting opinions, the qualitative method has been used and in the stage of discovering mentalities, the quantitative approach has been used.The method of data analysis in quantitative part was exploratory factor analysis by SPSS23 statistical software. The participants of this research are university professors and experts in the field of sales in chain stores, which number 30 people in Mazandaran province. Based on the sampling model in Q method, 10 university professors and sales experts who were directly related to the research topic were selected as the sample. The type of sampling is Targeted sampling. After forming 100 Q statements and distributing them among the participants, 36 statements remained. The results showed that six factors: personality, personal position, in-store position, biography, economics and marketing influence impulsive buying behavior