Analysis of the Relationship Between Proponents of Impulse Buying with ANP, DEMATEL and ISM Techniques

Abstract

AbstractNowadays, as markets become more competitive, marketing executives are trying to innovate their products. They can be distinguished from one another. Nostalgic products are products that can create a lasting reminder for people to act as a kind of buying stimulus. There is usually no pre-planning for these types of products and they are not on the (physical and mental) list of consumers. In this study, we attempt to analyze the relationship between the variables affecting Impulse Buying with emphasis on nostalgic products. Initially, by studying the background of relevant research, the variables were identified and screened by expert opinion using fuzzy Delphi method. The statistical population consisted of 15 experts including university professors and marketing managers in Tehran, using fuzzy dimensional techniques to determine the effectiveness of effectiveness, fuzzy network analysis for weight determination and interpretive structural equations for leveling and analyzing the relationships between variables. The results of the fuzzy dematel showed that the variables "individual characteristics" and "product characteristics" had the most effect and the variables "store characteristics" and "psychological characteristics" had the most effect. According to the findings of the fuzzy network analysis, the "nostalgia driven" variable has the most weight and importance and the results of the interpretive structural equations showed that the "nostalgic motivated" variable is at the top of the model and marketers should consider it as One of their prioritiesfor improvements to consider.

Keywords

• impulse buying
• nostalgic products
• fuzzy dematel
• fuzzy network analysis and interpretive structural equations