Impact of Individual Characteristics and Lifestyle of Tehranian Consumers on Their Shopping Orientation in Shahrvand Chain Stores

Transcription

1 SCIENTIFIC RESEARCH CENTER Vol. 6, No. 2, 2018, pp ISSN International Journal of Business Economics and Management Studies Impact of Individual Characteristics and Lifestyle of Tehranian Consumers on Their Shopping Orientation in Shahrvand Chain Stores Abstract Nastaran Peirovi Research Scholar, Iran. The purpose of this study is to identify effective behavioral factors in shopping from stores to enhance the ability of managers and improve successful marketing in stores. To determine the effective factors in purchasing and increase the purchasing power in stores, behavior of different groups of consumers should be classified. These behavioral differences can be due to different earnings of individuals; it means that consumers with high, low and middle income have different buying behaviors. Therefore, different ways are applied to encourage consumers to buy more through recognizing behaviors and interests of consumers with high, low and middle income. From purpose viewpoint, this research is applied, and from data collection method, this is descriptive and correlational. To test the research hypotheses, structural equation modeling and Amos 22 were used. The research population included all customers of Shahrvand Chain Stores. A total number of 420 individuals were selected using simple random sampling method. The research results show that there is a significant relationship between shopping orientation, mall shopping attitudes and values and buying behavior. Also, there is a significant difference between buying behavior and values and mall shopping attitudes and buying behavior among groups with high, low and middle income. Keywords: Shopping Orientation, Values, Buying Behavior, Mall Shopping Attitudes, Lifestyle, Mall Behavior Introduction Shahrvand chain store is considered as one of the pioneers of the concept of shopping center in Iran. However, the branches of this store in Tehran encounter problems such as heavy traffic in the streets around them, overcrowding in some days and hours and etc. Due to the limited amount of leisure time, visiting a chain store can have its own unique benefits for each family (Kuruvilla & Joshi, 2010). In today s competitive market, having an appropriate physical status does not guarantee success. The challenge of the lack of tools for distinguishing chain stores in the minds of customers is much more important (Allard et al., 2009). An important issue that each chain store is facing with is to ensure that goods and products of the store are related to characteristics of its target customers. Because chain store managers know that store quality is measured by the customer s satisfaction from the shopping experience of that store (Machleit et al., 2005). A study on chain stores should not be overlooked and marginalized, because chain stores provide an environment that attracts people, and individuals go shopping and return to purchase again (Kuruvilla & Joshi, 2010). In order to investigate consumers shopping orientations and recognize their values and desires, their lifestyle and social and family condition can be examined, because people with different attitudes show different buying behaviors. Examining individual and behavioral characteristics and lifestyles shows that stores benefit more from people with high income, who have particular attitudes in regard with their purchase; while individuals with low income have personal and behavioral differences with high level group; this results in less purchases and lower profits to stores. 51

2 The purpose of this study is to identify effective behavioral factors in shopping from stores to enhance the ability of managers in order to improve successful marketing in stores. To determine the effective factors in purchasing and increase the purchasing power in stores, behavior of different groups of consumers should be classified. These behavioral differences can be due to different earnings of individuals; it means that consumers with high, low and middle income have different buying behaviors. Chain stores as part of the country s economic system, which have an active role in facilitating the country s economic cycle, have faced challenges in recent years; one of the most important challenges is expanding the scope of competition between chain stores and retailers and increasing customers knowledge and awareness and consequently, changing customers expectations and needs. Therefore, if these stores can achieve a higher level of customer satisfaction and loyalty by using tools in the new marketing approaches, they can create their own lifelong customers. Also, using the essential variables affecting customers buying behavior and simultaneously examining the impact of these variables on buying behavior, this research has developed the research model; therefore, it can provide a good scientific guide for future researchers. Theoretical framework Shopping orientations Shopping orientations help better understanding of customers preferences and incentives to buy (Taubur, 1972). Shopping orientations are defined as purchasing patterns that include activities, interest and beliefs of customers in regard with buying process (Moschis, 1992). The findings of previous research have introduced shopping orientations as valuable tools for understanding unique characteristics of the target market in order to develop a strategy (Hawkins et al., 2002). Researchers have found a significant relationship between shopping orientations and buying behavior and believe that different groups have different expectations from store features (Kuruvilla & Joshi, 2010). Investigating customers shopping orientations in chain stores is of certain importance because of its help in describing and recognizing customers, and it enables store managers to meet the needs and preferences of different groups. Values According to Zeithaml (1988), the perceived value of a customer s overall assessment of the utility of a product or service is due to perceptions of payments and receipts (Chen & Hu, 2010). The customer perceives value in relation to any benefits that may be incurred when purchasing, earning, consuming, using after-sales services, and in any kind of losing in regard with enjoying the benefits. It is important to pay attention to this point, and everyone believes that customer value is determined by customers perceptions and demands and not suppliers (Zeithaml, 1988). Lifestyle Lifestyles include a set of attitudes, values, behaviors, modes and tastes in everything from music to art and television and styling and arranging the flower garden (floriculture), home decoration and carpet. In this regard, this term is used to describe and express an individual s perception of a life or an ideal life that is usually reflected in his activities, interests and attitudes (Thyre, 1996). Life style is the way of living, or more precisely, patterns and styles of daily life that not only includes ideal personal patterns of life, but also encompasses all habits and methods that individual and group members have adopted or practically dealt with. According to Adler, continual lifestyles of people are an expanded form of their early lifestyles, and how people deal with three important tasks of their life including work, community and intimate relationships can be helpful to understand their lifestyle, because lifestyle is reflected in categories such as choosing work, how to communicate with others and love (Sharf, 2008). Mall shopping attitudes Shopping centers attitudes are defined as customers attitudes that include diverse dimensions such as geographic location, stores variety, parking lots, employee behavior, price, quality, customer services, promotional activities, shop environment, foods and drinks and security (Kuruvilla & Joshi, 2010). Shopping centers attitude is shaped by the assessment of the cognitive beliefs of customers about their effective attention and evaluation of these characteristics. The importance of tangible and intangible features of shopping centers is well known in shaping customer attitudes (Martineau, 1958). In this research, shopping centers attitude is measured by 10 characteristics extracted from previous studies. 52

3 Mall behaviors Chain stores can be classified in different categories according to the customers behavior patterns (Kuruvilla & Joshi, 2010). Yavas (2001) examined the motives and shopping patterns in chain stores in regard with 21 products. He states that buying clothes, shoes and gifts is most frequent in chain stores. Also, Underhill (2004) argues that the more time spent in shopping malls, the more money spent on purchasing goods. Buying behavior Every business is done better by understanding and considering audiences behavior. In transactions and exchanges, studying the audiences and consumers behavior provides a good attitude in regard with communications. Successful marketing begins by understanding how and why audiences behave. Consumer behavior involves various psychological and social processes that exist before and after activities related to purchasing and consuming (Khouye, 2011: 240). Research background and conceptual model of research Samadi et al. (2009) investigated the effect of consumer personality traits on buying behavior in chain stores. The results showed that consumer personality traits (need to belonging, need to respect and enjoy shopping) have a significant relationship with the customer s desire to communicate. There is no significant relationship between product classification orientation (fashion) and customer s desire to communicate. Also, the results indicated that consumer personality traits have a positive impact on communication satisfaction, trust, communication commitment and buying behavior. Safarzadeh et al. (2011) conducted a study on the effect of underlying factors, brand loyalty and brand change on purchase decision of young consumers. The research findings show that underlying factors have the most and strongest impact on the decision making process. Research findings also indicate that underlying factors are not much effective on brand changing. Shahhosseini et al. (2011) carried out a research on the brand equity and customers services and buying behavior. The results of the research confirm the relations in accordance with the presented model. One of the important results is the significant effectiveness of mouth-to-mouth advertising from marketing mix and its great impact on customer purchases, while this variable has no relation with internal perceptions. Also, the role of internal reaction and perceptions in long-term customer loyalty and purchasing is very important. Internal reaction only results from customer s internal perceptions and has no any direct effect on brand special value of services. Heidarzadeh and Hasani Parsa (2012) examined the effect of hedonic values on consumers buying behavior. Based on the findings of the research, with the increase of hedonic values, consumers orientation towards utilitarian values decreases. Also, hedonic values have a positive effect on increasing innovation, awareness of brand names, reaction to promotional incentives and foreign brands preferences. On the other hand, personal income as a moderating variable has a positive effect on the relationship between hedonic values and awareness of brand names. Pan & Zinkhan (2006) in a research titled Determinants of Retail Patronage: A Meta-analytical Perspective investigated factors affecting chain stores using a meta-analytical perspective. In this research, the authors suggest that using the previous empirical studies and studying the key factors mentioned in the research literature, various predicators such as services, products, quality and etc. affect the selection of store for shopping. However, other variables such as mall shopping attitude and store image are considered as the pioneering times of the purchase. However, the relationship between predicators and chain stores has led to different results in previous studies. Lunardo & Mbengue (2009) conducted a research titled Perceived Control and Shopping Behavior: The Moderating Role of the Level of Utilitarian Motivational Orientation. According to the results of the research, Kalcheva & Lins (2006) assumed that customers with high level of utilitarian motivational orientation experience the negative effect of self-motivation, because such environments discourage these customers from controlling previous purchasing experience. The researchers collected 205 usable questionnaires by sending researcher-made questionnaire to stores. Finally, the results of the confirmatory factor analysis approved the hypothesis of this research. Sohail et al. (2013) in a research titled Drivers of Customer Satisfaction: Perspectives from the Food Retail Sector of an Arab Nation, investigated key factors affecting customer satisfaction. A number of 515 acceptable questionnaires were collected in Saudi Arabia and a confirmatory factor analysis was performed based on this number. The results of this research showed that three factors including familiarity with the store, store 53

4 atmosphere and price influence customer satisfaction. Also, the relationship between cultural needs (cultural goods) and customer satisfaction was not confirmed in this study. Kohijoki & Marjanen (2013) conducted a research on 1632 people in Finnish urban areas, titled The Effect of Age on Shopping Orientation Choice Orientation Types of the Ageing Shoppers. This research is important because in the near future, dominant customers in western countries are mostly from baby-boom generation who have reached the age of retirement and are often over 55 years of age; however, at the same time, the stores should pay attention to the needs of the young generation. In this research, people between the ages of 55 and 75 were divided into 6 groups and compared with the age group of The results of this research showed that age-old markets are shaping as diverse as different types of consumers, and the results are similar to the emerging markets of the age group of Conceptual model and research hypotheses The conceptual model of research is presented in Figure 1. through examining the research background. Shopping orientations Income Values and beliefs Lifestyle Buying behavior Mall shopping attitude Figure 1. Theoretical model of research (derived from Kuruvilla & Joshi model (2010), Pan & Zinkhan (2006); Wakefield & Baker (1998)) According to Figure 1., the research hypotheses are expressed as follows: H1: The effect of shopping orientations on buying behavior of individuals with high, low and middle income is H2: The effect of values and beliefs on buying behavior of individuals with high, low and middle income is H3: The effect of individuals lifestyle on buying behavior of individuals with high, low and middle income is H4: The effect of mall shopping attitudes on buying behavior of individuals with high, low and middle income is H5: The effect of mall behaviors on buying behavior of individuals with high, low and middle income is Research methodology Mall behaviors From purpose viewpoint, this is a developmental and applied research, because it seeks to test the relationship among new variables. Based on the model test in Shahrvand Chain Store, the applied dimension of the research has also been considered. From data collection viewpoint, this research is descriptive-correlational based on the structural equations model at the customer level. Content validity of the questionnaire used in this research was 54

5 investigated by three faculty members of university and five experts. The research population included all customers of Shahrvand Chain Store in Tehran. According to the Cochran formula for infinite population and at the error level of 0.05, 385 customers should be selected as sample. Distributing 600 questionnaires, 420 questionnaires were selected using simple random sampling method. Cronbach s alpha method was used to determine the research reliability; it was calculated based on 40 customers of research sample size, and summarized in Table 1. According to Table 1, it can be concluded that the designed questionnaire has appropriate reliability and validity. SPSS 22 and AMOS 22 were applied to analyze data. Table 1. Cronbach s alpha value for research variables Variable Component Number of Source questions Values Internal values 3 Roy & Goswami External values 5 (2007) Shopping Hedonic shopping 3 Hansen & Jensen orientation Fast shopping 3 (2009) Cronbach s alpha Lifestyle Self-guided and 11 Adler et al. (1993) 0.81 self-assured lifestyle Expert-oriented lifestyle 12 Fashion-oriented 12 lifestyle Consumerism 11 lifestyle Mall shopping - 9 Kuruvilla & Joshi 0.73 attitude (2010) Mall behaviors - 2 Kuruvilla & Joshi (2010) 0.77 Buying behavior - 4 Schroeder et al Total questionnaire (2003) 0.91 As shown in the table above, the value of Cronbach s alpha is verified in all cases. Also, the Cronbach s alpha of the total questionnaire is 0.91 which indicates an appropriate reliability of questions used in the questionnaire. Research findings In this section, first, demographic variables of the research are investigated. Table 2 presents a summary of demographic findings of this research. Table 2. A summary of demographic findings of the research Variable Frequency (percent) Variable Frequency (percent) Gender Education Male 794 )74( Diploma 67 (15.9) Female 225 )35( Associate degree 40 (9.5) Bachelor s degree 130 (30.9) Master s degree and 178 (42.3) higher Other 5 (1.1) Age (year) Income (million tomans) 55

6 22 < 57 )8.7( 7< 22 (5.2) )73.4( (7.8) )55.8( (12.3) )72.4( (28.8) 32 > 4 )7( 2.3> 192 (45.6) Total = 420 individuals Normal distribution is among main presuppositions of the use of parametric statistics such as structural equation. A one-sample Kolmogorov-Smirnov test was used to investigate normality of distribution. Significance level for all variables was more than Therefore, the null hypothesis, namely the normal distribution of all variables is confirmed at 95% confidence level. Path analysis (hypotheses testing) AMOS was used to test the hypotheses and investigate the relationships among model components. The results of model analysis are presented in Figure 2. Hypothesis No. Figure 2. Structural equation model (main model) in standard path coefficient mode According to Figure 2 and software output, the results can be summarized in Table 3. Table 3. Summary of the results of research hypotheses hypothesis Path coefficient Standard path coefficient 56 Standard error C.R Significance level 1 Shopping ---> *** Confirmed orientation 2 Values ---> Confirmed 3 Lifestyle ---> Buying Rejected 4 Mall shopping attitude ---> behavior Confirmed 5 Mall behavior Result ---> Rejected

7 In the first hypothesis, the effect of shopping orientation on buying behavior was confirmed with a standard path coefficient of 0.44 and C.R. = at level of In the second hypothesis, the effect of values on buying behavior was confirmed with a standard path coefficient of 0.23 and C.R. = at level of In the third hypothesis, the effect of lifestyle on buying behavior was not confirmed with C.R. = In the fourth hypothesis, the effect of mall shopping attitude on buying behavior was confirmed with a standard path coefficient of 0.81 and C.R. = 1.96 at level of In the fifth hypothesis, the effect of mall behavior on buying behavior was not confirmed with C.R. = Model fit indices In studies, various types of tests are used to determine the fitness of a model (Houman, 2005). Usually, 3 to 5 indices are sufficient to confirm a model (Tabatabaei, 2002). In this research, CFI = 0.94, IFI= 0.94, TLI=0.95, RFI=0.93, NFI=0.92, RMSEA= Therefore, the research data are fitted with factor structure and theoretical infrastructure, which indicates that questions are consistent with theoretical structures. Reviewing the moderating role of income To investigate the moderating role of income in the relationship among independent variables of the research (shopping orientation, values, lifestyle, mall shopping attitude and mall behavior) and in buying behavior (dependent variable), chi-square method was applied. In this method, by equating regression values of defined groups, it aims to assess the moderating role of income. Examining the difference value between chi-square of restricted model (a model for which the relationship is considered equal) and unrestricted model (a model in which relationships are considered free and, regardless of limits), the effect of moderator variable is investigated (Lee et al. 2014). In this research, people with income above 2 million tomans are classified in group with high income, those with income between 1.5 and 2 million tomans in the middle group, and people with income less than 1.5 million tomans belong to low income group. Figures 3, 4 and 5 respectively represent the research model for groups with low, middle and high income. Figure 3. Standard path coefficient for low income group (unrestricted) 57

8 Figure 4. Standard path coefficient for middle income group (unrestricted) 58

9 Figure 5. Standard path coefficient for high income group (unrestricted) Before comparing test of model among income groups, the model fitting indices were compared in the three groups to ensure the model fitness in these groups. Model fitting indices for income groups are as follows: (low income group: RMSEA=0.056, NFI=0.91, RFI=0.90, TLI=0.93, IFI=0.92, CFI=0.92; middle income group: RMSEA=0.062, NFI=0.95, RFI=0.93, TLI=0.93, IFI=0.91, CFI=0.90; high income group: RMSEA=0.058, NFI=0.93, RFI=0.94, TLI=0.92, IFI=0.93, CFI=0.94). H1: The effect of shopping orientations on buying behavior of individuals with high, low and middle income is According to Table 4, chi-square for unrestricted model is with 741 degree of freedom. Chi-square for restricted model (path coefficient equality of the effect of shopping orientations on buying behavior in three high, middle and low income groups) is with 743 degree of freedom. Therefore, the chi-square difference between restricted and unrestricted model is 0.26 with a significance level of It means that in relationship between shopping orientations and buying behavior, income variable does not play a moderator role. In other words, the effect of shopping orientations on buying behavior in groups with different income (high, low and middle) is not statistically different; therefore, this research hypothesis is not confirmed. 59

10 Hypothesis No. H2: The effect of values and beliefs on buying behavior of individuals with high, low and middle income is According to Table 4, chi-square for unrestricted model is with 741 degree of freedom. Chi-square for restricted model (path coefficient equality of the effect of values and beliefs on buying behavior in three high, middle and low income groups) is with 743 degree of freedom. Therefore, the chi-square difference between restricted and unrestricted model is with a significance level of It means that in relationship between values and beliefs and buying behavior, income variable plays a moderator role. In other words, the effect of values and beliefs on buying behavior in groups with different income (high, low and middle) is statistically different; therefore, this research hypothesis is confirmed. In order to express the difference among groups, after confirming chi-square difference statistically, income group with higher path coefficient (in unrestricted mode) is more influence by moderator (income variable). Therefore, in relationship between values and beliefs and buying behavior, high income group has the greatest impact (path coefficient); the middle income group is ranked second, and the low income group is ranked third. H3: The effect of individuals lifestyle on buying behavior of individuals with high, low and middle income is According to Table 4, chi-square for unrestricted model is with 741 degree of freedom. Chi-square for restricted model (path coefficient equality of the effect of lifestyle on buying behavior in three high, middle and low income groups) is with 743 degree of freedom. Therefore, the chi-square difference between restricted and unrestricted model is 2.86 with a significance level of It means that in relationship between lifestyle and buying behavior, income variable does not play a moderator role. In other words, the effect of lifestyle on buying behavior in groups with different income (high, low and middle) is not statistically different; therefore, this research hypothesis is not confirmed. H4: The effect of mall shopping attitudes on buying behavior of individuals with high, low and middle income is According to Table 4, chi-square for unrestricted model is with 741 degree of freedom. Chi-square for restricted model (path coefficient equality of the effect of mall shopping attitudes on buying behavior in three high, middle and low income groups) is with 743 degree of freedom. Therefore, the chi-square difference between restricted and unrestricted model is with a significance level of It means that in relationship between mall shopping attitudes and buying behavior, income variable plays a moderator role. In other words, the effect of mall shopping attitudes on buying behavior in groups with different income (high, low and middle) is statistically different; therefore, this research hypothesis is confirmed. In order to express the difference among groups, after confirming chi-square difference statistically, income group with higher path coefficient (in unrestricted mode) is more influence by moderator (income variable). Therefore, in relationship between mall shopping attitudes and buying behavior, low income group has the greatest impact (path coefficient); the middle income group is ranked second, and the high income group is ranked third. H5: The effect of mall behaviors on buying behavior of individuals with high, low and middle income is According to Table 4, chi-square for unrestricted model is with 741 degree of freedom. Chi-square for restricted model (path coefficient equality of the effect of mall behaviors on buying behavior in three high, middle and low income groups) is with 743 degree of freedom. Therefore, the chi-square difference between restricted and unrestricted model is 4.79 with a significance level of It means that in relationship between mall behaviors and buying behavior, income variable does not play a moderator role. In other words, the effect of mall behaviors on buying behavior in groups with different income (high, low and middle) is not statistically different; therefore, this research hypothesis is not confirmed. Table 4. Summary of the results of research hypotheses hypothesis Standard path coefficient Comparison of 3 groups (unrestricted ) From To Low income group 1 Shopping Buying. 39 Middle income group. High income group (restricted) Significance 2 2 level Result Rejected

11 orientation behavior 2 Values high >middle>low 3 Lifestyle Rejected 4 Mall shopping attitude Low>middle>high 5 Mall Rejected behavior Conclusion The moderating effect of income in relation between shopping orientations and customers buying behavior was not confirmed. This lack of difference is not due to the rejection of hypotheses in different groups, but according to the results, this hypothesis is confirmed in all three groups; however, they do not differ much in terms of path coefficient. The result of this research hypothesis is consistent with the results of studies conducted by Kuruvilla & Joshi (2010). There are generally two types of shopping orientations: hedonic and utilitarian orientations. Hedonic- utilitarian orientation can be used to make difference in the classification of consumers and determine the target sector and appropriate measures. For example, when marketers are targeting people with strong hedonic values, they must focus on the visual and symbolic content of the product, and concentrate on fantasy, imaginative and emotional experiences, responses to customer demand for discovery, modernization, diversity and innovation. If their targeted society is people with utility oriented desires, functional and distinctive features of the product, including its quality and longevity, long-term guarantee for it, positive experiences of others in using the product, displaying the stages of production in television advertising must be emphasized. The influence of values and beliefs on people s buying behavior with high, low and middle income is The high income group has the greatest path coefficient in the relationship between values and buying behavior. This difference can be due to the fact that people with high income have more perceived internal and external values than others. For example, because of high income, these people are looking for purchases leading to satisfaction and a sense of successful purchase (value indices). However, people with lower income tend to decrease their purchase costs, and pay less attention to values. The result of this hypothesis is consistent with the study carried out by Kuruvilla & Joshi (2010). Creating a customer club is one way that chain stores managers can take to build their beliefs systems in order to succeed in increasing purchases. In this way, they can collect all opinions of their clients in a form of a regular collection and present an appropriate program in consistent with personal characteristics and subjective norms of each person and display items in his profile as suggested goods. This display of goods will make the person mentally prepared to buy such goods when visit the product. The effect of lifestyle on buying behavior in people with high, low and middle income was not confirmed. The relationship between lifestyle and buying behavior has been confirmed among all customers. Therefore, disapproval of this hypothesis can be due to the lack of a difference in path coefficient between two groups or all three groups. According to the results of the research, the rejection of this hypothesis is due to the equality of path coefficient of two low and middle income groups. The relationship between lifestyle and buying behavior in high income group has not been approved. Low and middle income groups may have similar lifestyles. For example, due to lower income levels than the high income group, low income group has a consumerist lifestyle; therefore, they have similar perceptions of shopping in chain stores. The result of this hypothesis is consistent with the study conducted by Kuruvilla & Joshi (2010). There is no significant difference among income groups in regard with consumerist lifestyle in the study of Kuruvilla & Joshi (2010). Considering the impact of direct advertising that includes seller s statement and others, the selection of suitable places for sale, use of qualified vendors and leading and self-confident people and also, the use of product promotion activities that diminishes this inhibitor (such as special or occasional discounts) will be effective in increasing the sales. The use of mothto-mouth marketing techniques also seems to be beneficial. For expert-oriented lifestyle, it is suggested that environment-friendly behavior be created and improved in people through social marketing programs in order to pay more attention to environmental and human factors in shopping. For people with fashion-oriented lifestyle, it is better to consider audiovisual media (such as television, radio and advertising teasers, etc.) as the first priority, direct advertising as the second priority and short message and the virtual space of the Internet as the third one when choosing advertising tools. For people with consumerist lifestyle, it is better to use elements in consistent with their characteristics; for example, the use of relaxing elements and colors can be influential in these people. 61

12 The effect of mall shopping attitudes on buying behavior of people with high, low and middle income is People with low income perceive prices and quality of products better than other income groups. Therefore, their mall shopping attitudes can be derived from these factors. However, people with high income do not feel this difference. Therefore, their mall shopping attitude can be derived from factors that are not directly related to the store itself. For example, they compare this store with chain stores with products and prices that they can afford, and it is possible to evaluate the store at a lower level than other stores. The result of this hypothesis is consistent with the study carried out by Pan & Zinkhan (2006). Due to the optimal use of walls and fixed accessories, this store uses direct layout to create small spaces inside the store. Due to the lack of using diagonal, geometric, angular, etc. layouts, this kind of arrangement does not attract the customer, and it is boring for him, and cannot stimulate the sudden purchase by him. The goods should be arranged in the way that customers can easily see all of them. It is recommended that shop managers create recreational and complementary spaces (including children s playgrounds, rest and massages booths for adults) inside the store, and give more opportunity to customers to attend the store and in this way, increase sudden purchases. It is also suggested that store managers pay special attention to categories such as ease of coming and going inside the store and the proper relationship between shelves and saloons, attractiveness, how the products are arranged in shelves and the availability of products in order to increase the effective presence of customers in the store. The impact of mall behavior on buying behavior in people with high, low and middle income was not confirmed. According to the questions listed in the questionnaire and indices of buying behavior, it can be inferred that because of creating a family atmosphere in this store, people in all income groups go shopping with the family and make their children happy. Therefore, there is not much difference among three groups in this regard, and they have similar perceptions of their behavior in the store. Accordingly, the effect of this variable on buying behavior is similar in three groups. Chain stores shoppers will pay a higher percentage of their costs in these stores than other stores, as well as the number of times they purchase from these stores is more than ones in other (smaller) stores. Also, the research results show that customers go shopping to make their children happy and accompany their family. 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