Qualitative Investigation of components of retailing mix in chain stores of Iran

 Present study seeks to investigate the components of retailing mix in chain stores in Iran. In this study, Qualitative research method thematic analysis approach was applied to explore the point of view of participants from chain stores, it has been selected because of its suitability for the purpose of research. On the whole, 25 the participants, who were specialists in the retailing industry and have five years of experience in this filed, were selected based on non-probability and Judgmental sampling method for further deep interview. It should be noted, data were analyzed by using coding in different steps. Out of a total of three hundred and thirty-four open codes, twenty categories and finally seven themes were extracted. The findings indicate that, the components of retailing mix in chain stores in Iran is made up of seven components including Store design, services, pricing, location, product management, communications and human resources. Eight categories also involve ordering time of product arrangement, need for personal respect, income of people living in each area, situational pricing, cultural restrictions on product delivery, display advertising, advertising on social networks, knowledge and satisfaction of sales staff for first time has been observed in this research.