Identification of Effective Key Variables associated with Purchase Decision on Performance of the Buyers (Case Study: ConstructionIronware Market of Guilan Province)

Objective: Buying behavior is a very sensitive phenomenon because people's behavior is not always obvious; their performance is oftenunpredictable. In many cases, the buyers express their wishes, but they act differently in decision making. They may be aware of theirbuying motives, but also responsive to the changes happened in their minds due to some factors in recent moments. The overallobjective of this research is to identify the effective factors associated with the decision of buyers of constructional ironware inGuilan Province and measuring the relative importance of the factors for application of the results and the possibleimplementation of the presented proposals. Plan/Methodology: In this study, to gather information on theoretical and literature principles of the research, library resources, articles, required books and electronic resources have been used. The data has also conducted for the analysis of effects of factors through field methods, questionnaires and study on factor analysis method using the SPSS software.Findings: Findings suggest that factors such as personal perception, maintaining loyal customers, particular costs, public perceptions, salespromotions, accessibility of customers and product knowledge are among the factors that have a significant impact on the buying decisionof constructional ironware buyers. Practical Applications: This study identifies the effective variables that the ironware dealers by enjoying them, may have an emphasis on selling techniques based on customer satisfaction, sales promotion, ease of purchaser, etc.

کلیدواژه ها:

Purchase ، Buying Behavior ، Commercial Purchase