Introducing the effective factors of domestic product sale in chain stores (Case study: Tehran Hyperstar chain stores)

Abstract

Todays the service industries such as chain stores play an important role in the growth and development of countries’ economy. Since in our country the sales of domestic products in chain stores, since the fast availability of goods for customers, are developing the amount of domestic product sale to develop chain stores is significant. In this study, the various effects factors such as marketing and competitive factors, quality and standards factors, internal factors, products appearance factors, interior and layout of store and … on sale of domestic products in chain stores surveyed by using descriptive- survey method and collecting 384 questionnaire of customers in Tehran Hyperstar chain stores. The first achievement of this study is providing valid scale for measuring domestic sale. The main factor of this structure has been confirmed, hence to confirm items ensure the accuracy of designed scales and to identify mentioned factors exploratory factor analysis and SPSS software were used; also for prioritizing AHP method was used. Finally, using the AHP method was revealed that quality and standard factors with normal weight, "0.235" are the highest priority. To final prioritize sub-criteria high quality with 0.125 weight is in the first priority