Abstract:
Price is one of the most significant factors in competing in the retail market. This study aims to present the interpretive-structural modeling of elements affecting store price image, considering local and situational variables. Having analyzed KIOSERT analysis and been sure of accuracy in variables choice, the interpretive-structural modeling was used at the level of categories. The outcome of interpretive-structural modeling was a two-level model, in which the first one consisted of ‘services’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’, and in the second level, the variables consisted of ‘competitors’, ‘buyer factors’, ‘price and promotions’, and ‘sale policies’. In addition to the mentioned model, another finding of the study is depicting driving-dependency power, in which research variables are divided into four groups: autonomous, dependent, independent, and linkage. Accordingly, the ‘competitors’, ‘buyer factors,’ ‘price and promotions’, ‘sale policies’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’ belong to linkage variables and ‘service’ variable, by itself, belong to independent variables.
Machine summary:
Modeling the Factors Influencing Store Price Image in Iran by Interpretive Structural Modeling Method Mohsen Nazaria*, Hossein Dastarb, Sara Ramezanic a.
This study aims to present the interpretive-structural modeling of elements affecting store price image, considering local and situational variables.
In addition to the mentioned model, another finding of the study is depicting driving-dependency power, in which research variables are divided into four groups: autonomous, dependent, independent, and linkage.
Therefore, regarding the importance of price image and its role in purchase decision-making and stores’ profitability, the main problem of this research is identifying the active factors in forming price image and determining the effect level and the way the variables interact, considering the role of cultural-local components.
The first aim is identification and categorization of active factors in store price image and the second one is determining the procedure and effect level of these factors and drawing the relations among these factors, which can be achieved through interpretive- structural analysis.
Based on Zielke (2010), most researchers in previous decades held a one-dimensional view toward price image and defined it as a simple one-dimensional variable related to the price level.
Providing a list of effective factors on forming price image Research background Establishing comprehensive relationship (Xij) between i and j variables Getting the experts’ opinion Developing Structural self- interactional matrix Developing access matrix Removing transferability off the diagraph Developing access matrix in conical figure Yes Replacing variable knots with relational statements Developing diagraph Providing relationships in the form of a model for factors related to a subject No whether is there Conceptual incompatibility or not?