An examination of consumer behavior when buying from chain stores has shown that a significant portion of customers' purchasing volume is impulse and unplanned, so this research seeks to identify consumer characteristics and behavior and its impact on impulse buying in More
An examination of consumer behavior when buying from chain stores has shown that a significant portion of customers' purchasing volume is impulse and unplanned, so this research seeks to identify consumer characteristics and behavior and its impact on impulse buying in chain stores in Mashhad from the perspective of ethical marketing . The present study is a survey research, a research study and a goal-oriented study, a research-developmental study. The statistical population of this study is the customers of Mashhad chain stores. The sampling method was based on cluster sampling. The standard questionnaire was used to collect the required information and the partial least squares method and Smart PLS software were used to analyze the data. Based on this analysis, the effective factors including individual characteristics, situational characteristics, motivational characteristics and product characteristics have been identified and the results show the effect of all the above factors on the impulse buying behavior of customers from Mashhad chain stores based on consumer characteristics and behavior are among the characteristics and individual and situational factors that have the greatest impact on the impulse buying behavior of customers from chain stores.
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