Document Type : Research Paper
Authors
1
PhD Candidate, Department of Agricultural Economics, Faculty of Agricultural Economics and Development, University of Tehran, Karaj, Iran
2
Professor, Department of Agricultural Economics, Faculty of Agricultural Economics and Development, University of Tehran, Karaj, Iran
3
Assistant Professor, Department of Agricultural Economics, Faculty of Agricultural Economics and Development, University of Tehran, Karaj, Iran
10.22059/ijaedr.2022.342642.669147
Abstract
The influence and expansion of modern retail markets such as malls and hypermarkets in Iran have changed the families’ buying behaviors and lifestyle regarding the purchase of food products. To this end, this study was aimed at investigating the factors influencing the consumers’ behaviors in relation to various retail formats for food products in Tehran in 1400. To this end, based on random sampling, 210 questionnaires were completed and Multivariate Probit Model was used. The dependent variable included seven formats including mall, hypermarket, supermarket, mini market, shopping stall and small markets and fresh markets. Based on the results of the model, the risk minimization factor decreases the probability of traditional purchase. The services and convenient shopping increases the probability of buying in formats such as mall, stalls and small stores and vendors, and the index of price sensitivity reduces the probability of people buying from malls and increases the number of vendors. Also, based on the estimated results, there is no competition between different formats of traditional and modern food retail in Iran. Thus, it is suggested that the characteristics of target markets be taken into account when it comes to geographically localizing the modern and traditional forms.
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