UNDERSTANDING SALES VOLUME ANTECEDENTS: MEASURING THE ROLE OF CONSUMER CLASSIFICATION AND SALES PROMOTION IN IRAN FMCG INDUSTRY

فهرست مطالب

1 CHAPTER I: INTRODUCTION AND LITERATURE REVIEW  5

11 Introduction 5

111 Problem statement 5

112 Importance of the study 6

113 Purpose of the Study 8

114 Research Problems 8

115 Background and Justification 9

116 Definition of Terms 10

117 Organization of the Dissertation 11

12 Literature review 12

121 General background 12

122 Sales volume antecedents 12

1221 Consumer classification 13

12211 Consumer classification in Marketing 13

12212 Consumer classification methods 15

1222 Market characteristics 17

123 Fast moving consumer goods industries 19

124 Research conceptual model 22

2 CHAPTER II: RESEARCH METHODOLOGY  24

21 Introduction 24

22 Research Design 25

23 Hypotheses 25

24 Questionnaire development 26

25 Operationalization of the variables 26

26 Sampling and Data Collection 32 4

27 Scale Validity and reliability 32

271 Scale Validity 32

272 Scale Reliability 34

28 Measurement tools 35

3 CHAPTER III: DATA ANALYSIS AND RESULTS  45

31 Introduction 45

32 Sampling Bias 45

33 Description of Responses 46

34 Descriptive analysis of measurement scales 48

35 Validity and Reliability of the Measurements 55

351 Pretest of the survey 55

352 Validity 56

353 Scale Reliability 63

36 Measurement Model 67

361 Confirmatory Factor Analysis 68

3611 Confirmatory Factor Analysis for exogenous variables 68

3612 Confirmatory Factor Analysis for endogenous variables 72

37 Structural equation modeling 76

371 Initial Theoretical Structural Model 77

372 Analysis of hypotheses testing 81

38 Discussion of Structural Modeling and Hypotheses Testing Results 82

4 References 86

 

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