نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
This study investigated the factors influencing consumer purchasing behavior in fruit and vegetable markets in Tehran. Using a descriptive–correlational survey design, 393 customers of municipal supply centers were selected through stratified random sampling. Data were collected via a validated and reliable researcher-developed questionnaire and analyzed using SPSS26 with descriptive statistics, correlation, mean comparisons, and multiple regression. Findings revealed that purchase motivation, subjective norms, place attachment, and purchase intention positively and significantly affected consumer behavior, explaining 21.7% of the variance. Significant differences were also observed across market types, with higher purchase motivation and place attachment in retail markets compared with wholesale and neighborhood markets. The results emphasize the importance of psychological and motivational determinants in shaping consumer decisions. To enhance customer satisfaction and engagement, recommendations include maintaining product supply, offering loyalty incentives, continuing product selection initiatives, promoting awareness through mass media, strengthening the organization’s brand, and establishing loyalty programs. These strategies provide actionable insights for optimizing market management and improving service delivery in urban fruit and vegetable markets.
کلیدواژهها English
