Providing a Model for Measuring the Impact of Mental, Social and Behavioral Stimuli on Consumer Purchasing Decisions

Nowadays, having enough information and knowledge of consumer behavior is a reliable guide to marketing activities of business organizations. All marketing decisions and processes are based on the perception of consumer behavior and it is not possible to think of making key marketing decisions without understanding and considering consumer behavior. This study attempts to provide a model for measuring the impact of mental, social and behavioral stimulus on purchasing decisions. The study initiates with collecting information from scientific sources related to the field of research and dimensions and indicators for measuring the impact of mental, social and behavioral stimuli on consumer purchasing decisions have been identified. Subsequently, using Delphi method to identify the related dimensions and components according to marketing professionals and pundits and finally using these components as questionair.The statistical population of this study were exprienced consumers of hypermarkets in Tehran. Using the Cochran, Krjatsi and Morgan statistical formula, 388 people were analyzed by random sampling. Data analysis was performed in qualitative Delphi section. In the quantitative part of the research, SPSS statistical tools were used to prepare the data as well as structural equation techniques to measure the impact of variables. The results of this study indicate that when making purchases, mental, social and behavioral stimulus are effective on consumer purchasing decisions.