Study the socio-cultural and demographic factors influencing purchasing behavior of Shiraz Zarrin Ghazal dairy products company

Abstract. The purpose of this study was to evaluate the socio-cultural and demographic factors influencing consumer purchasing behavior based on Shiraz zarrin Ghazal dairy products company. The aim of this study is, applied to the data collection methods and techniques: cross survey, carried out in the process, cross-sectional nature of the data, a little. The volume of non-probability samples of 383 sampling were selected and studied. For data collection use the questionnaire. To analyze the data from the computer software package SPSS and statistical tests of Kolmogorov-Smirnov one-sample-a (one-sample KS), T test, analysis of variance (ANOVA), Mann-Whitney U test and Kruskal-Wallis, multivariable regression , Cronbach's alpha for the calculation of reliability and confirmatory factor analysis was used to assess construct validity. The results confirmed the effect of independent variables represents lifestyle, reference groups, integrated marketing, situational factors, religious beliefs, socioeconomic status and age of consumers of dairy products on their shopping behavior has been. Purchasing behavior of consumers of dairy products in terms of employment status, marital status and education level, but they differ in terms of the purchasing behavior of consumers of dairy products with no significant gender differences. The results show that a variety of other variables in the regression analysis to explain the variables that influence the buying behavior of consumers of dairy products, independent variables, situational factors, nutrition and lifestyle practices, religious beliefs have emotional reference groups and 67 percent of General factors affecting consumer buying behavior-dairy products account for them. The strongest predictor variables in consumer purchasing behavior, dairy products, and situational factors are variable. This variable is only 62/6 % of the variance is explained by the behavior of consumer purchases dairy products.

Keywords:

purchase behavior of consumers of dairy products, Shiraz Zarrin Ghazal dairy products company sociocultural factors, and demographic factors,

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Hypothesis 8: consumers gender of Shiraz Zarin Ghazal dairy products company influence their buying behavior. Table 11. Comparison shopping behavior of consumers of dairy products in terms of their gender. Variables frequency mean Mann-Whitney U Z Sig Shopping behavior female 187 /56 19456 /442 0442 /659 0659
Hypothesis 9: Consumer's marital status of Shiraz Zarin Ghazal dairy products company influence their buying behavior. Table 12. Comparison shopping behavior of consumers of dairy products on the basis of marital status. Variables Shopping behavior frequency mean Mann-Whitney U Z Sig single 207 /75 18075 15887 0// /16 216 /031 0031
Hypothesis 10: Consumer's employment status of Shiraz Zarin Ghazal dairy products company influence their buying behavior. Table 13. Comparison shopping behavior of consumers of dairy products in terms of their employment status. Variables frequency mean Mann-Whitney U Z Sig Shopping behavior Unemployed employed 102 /67 9672 5// 23767 /87 487 /000 0000
Hypothesis 11: the purchasing behavior of consumers of dairy products in terms of their level of education, significant differences exist? Table 14. Comparison shopping behavior of consumers of dairy products in terms of their education. Variables in dependent Education frequency mean Chi-square Df Sig dependent Shopping behavior diploma Associate BA MA or higher 21 12895 /95 RESEARCH SUMMERY
Among respondents, the average monthly income is Rs 1015798. A total of 190 patients (6/49 percent) of the respondents sample size is considered mentally middle of the base. 156 patients
(2009), Vilkivkva and Sabu (2013). Analysis of the findings related to the demographic characteristics of consumers of dairy products, show that consumer purchases of dairy products in terms of employment status, marital status and education level are significant differences as well. The findings in this study, synchronized and consistent with the results of Iyda Darban
(2012), Jibril al. (2013), Vilkivkva and Sabu (2013), Durmaz (2014). Analysis of the findings related to the demographic characteristics of consumers of dairy products, show that consumer purchases of dairy products did not differ according to gender. The findings in this study, synchronized and consistent with the results of theoretical research of Nazari and Qadri Abed
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