Consumer behavior plays an important role on purchasing goods and services from food chain stores. In this paper, we present a study to detect important factors impacting consumer behavior on Iranian food industry, named Shahrvand. The proposed study selects 384 customers who made some purchases during the year of 2012. Structural equation modeling has been performed to detect important factors influencing compulsive buying including emotional instability, attractive appearance, social recognition, financial success. Cronbach alphas have been calculated for these four mentioned items were well above 0.80, which validated the overall questionnaire of the survey. The results of our survey have confirmed that all four independent variable influenced positively on compulsive buy, significantly.
Internet marketing plays an important role on profitability of organizations, it can build a bridge between customers and business owners and anyone could purchase products and services through internet. In this paper, we present an empirical investigation to detect important factors influencing internet marketing on Iranian food industry, named Shahrvand. The proposed study selects 280 out of 1040 managers who were involved in this industry during the year of 2012. Structural equation modeling has been performed to detect important factors including internal/external factors, ease of use and electronic marketing. Cronbach alphas have been calculated for these four items were mostly above 0.80, which validated the overall questionnaire of the survey. The results indicate that among internal factors, knowledge management, organizational culture and resources influence on acceptance of internet marketing, while these factors do not show any meaningful impact on ease of use. In addition, external factors including trend on market growth, competition and infrastructure influence on ease of use and acceptance of internet marketing but infrastructure and competition do not impact on ease of internet marketing.