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Sports mascots can be used as a good provider of consumer products in advertising and product marketing (from a consumer perspective); On the other hand, understanding the proper insight into the attitudes of sports consumers influenced by different factors can be effective in this regard. Therefore, the present study aims to analyse the attitude of physical education students towards the advertising of well-known sports mascots (case study: Puma brand). The methodology of this study is a descriptive survey; by purpose, it is a type of applied study. Estimating sample size in this study was done using SPSS Sample power software based on the objectives and assumptions of the research and using the tool considered (questionnaire); the assumptions considered in the form of statistical methods were analysed by Smart PLS 3 software. This study's findings indicate no significant difference between male and female students' attitudes toward the Puma sports mascot. Overall, students had a favourable and effective attitude toward Puma sports mascot advertising in the sports context. On the other hand, there was a significant difference in age concerning students' attitudes to Puma's well-known sports mascots. It is therefore recommended to marketers and practitioners that, according to the psychological characteristics of individuals, consider age groups and gender segregation to implement their advertising strategies in the context of sport.

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Tourism is one of the most important industries in the world, enabling tourists to learn about different languages, cultures, traditions and lifestyles. The purpose of this study is to analyze the behavior of sports tourists using the SOR model. The research method is a descriptive survey in nature and applied in terms of purpose. The study's statistical population includes all mountain sports tourists of the Tochal recreational-sport complex in Tehran. The sample size was determined using PASS software, 300 people. The data collection tool was the tourism behavior Questionnaire, Supping 2012, whose validity was confirmed by ten professors of Iranian universities who studied sports tourism and consumer behavior. The reliability coefficient of the questionnaire was calculated using Cronbach's alpha test and combined reliability, and Cronbach's alpha value was 0.91. The results showed that the destination image impacted sports tourists' prerequisites and personal quality. The way information is also influenced by the preconditions and personal quality of sports tourists; peers also have a positive and significant effect on the preconditions and personal quality of sports tourists. Variables such as preconditions and mental quality significantly affected the behavioral response of sports tourists.

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Companies have widely adopted the Internet and related technologies worldwide to conduct their business and improve performance. Internet technologies and electronic business provide new opportunities for companies to compete in the global market and play a significant role in the world economy. Despite the significant studies in e-business, there is a need for more comprehensive analysis in examining e-business in the sports industry based on new e-business approaches. This article aims to develop a theoretical framework of e-business based on the participation of sports consumers in the company's development, which was carried out with the qualitative research method and based on the foundational data theory and a constructivist approach. Research data were collected by a purposive sampling method using a snowball technique and based on in-depth semi-structured interviews with e-commerce. The number of research participants by using the theoretical saturation index reached 19. The analysis of research findings showed five main categories. Different dimensions of business, to make money for yourself and profit for the company. The final model of the research was presented so that the sports consumer can enter into business with companies through social networks by reaching electronic maturity and designing a project or service if he has high communication literacy. It was found that sports consumers can participate in developing sports or non-sports companies that either need online advertising are advertising agencies. These sports organizations need to hire people or sports manufacturers that need feedback on their products.

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Considering the importance of fish consumption in provision of nutritious food for community as well as increasing per capita consumption, factors affecting the fish consumption behavior in Sari were prioritized in the present study. For this purpose, a field research was performed using a questionnaire on 266 consumers household. Beside descriptive statistical analysis by Spss₁₉ software, inferential analysis on nonparametric statistics was done. Factors which their average score was more than 3 were identified as the main factors and using the Friedman`s test with the possibility of (<0.001) prioritizing of effective factors were determined. The results showed that quality and freshness, hygiene of Store, properties and nutritional value, trust in seller, price, species, taste, availability, the size of fish and consumption convenience were respectively among the main factors which affect consumer’s behavior in Sari. The majority of consumers (93.6 %) did not have the tendency to consume packed fish (non-canned) and instead have a great interest to use fresh fish. In conclusion, planning to increase people`s awareness in recognizing fresh fish, close monitoring of fish suppliers, decreasing of production costs and prices, easing the access by establishing standard retail markets as well as public awareness regarding the fish nutritional value can be considered as approaches for planners and activists in the field of fisheries for increasing per capita consumption and social health.

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Consumer behavior is a controversial and challenging issue including people, what, why and how they buy, as well as marketing and combination of marketing and market. In contemporary, man is not considered as merely a consumer of the created-value by the producers, but has rather an undeniable role in production cycle and through this seeks to gain identity, imagination, sense, value and experience. Thus, regarding the significance of the topic and the fewer research conducted, present study examined the impact of consumption values on purchase intention. In terms of aim, this study is applied and in terms of data collection procedures it is descriptive using correlation. For collecting data, a standard questionnaire were used and the data was analyzed through statistical. Statistical population and sample size were users of two Iranian mobile operators, HamrahAval and Irancell. Sample Size was determined using indefinite population formula. Results indicated that the consumption value of services provided by the mobile operators affects customers' purchase intention. In addition, among consumption values factors, functional and conditional values have significant effects on purchase intention; however, the impact of social, emotional and epistemic values on purchase intention was not confirmed.

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Shopping Mall Success in Terms of Factors Affecting on Customers' Shopping Welfare



Abstract
This paper presents a model to explain the role of the welfare of shopping customers is conducted on the success of commercial complexes in the country. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. Moreover, to assess the validity of the study, the diagnostic validity (DV) using an average variance extracted (AVE) was first calculated and the composite reliability (CR) was then applied to determine the reliability. Therefore, first the researchers reviewed the research literature, then, statistical sample of the population who were the customers of five commercial complexes in Tehran, were selected and the research hypotheses were tested using structural equations and regressions. The findings indicate a significant impact of variables of Functionality, ease of shopping and entertainment on shopping welfare and significant impact of variableof shopping welfare on complex commercial success, but the impact of the variables of Security and self-congruity on shopping welfare are not approved.

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According to importance of purchasing decision style, current research have tried to be identified and prioritized styles of purchase decision making on the basis of  Sproles and Kendall’s model. So this is an applied research which was developed to investigate to demonstrate consumer purchase style among different ages of consumer in Tehran. The statistical population of this study is composed of consumers of different age groups who buy from well-known food stores in Tehran. Based on the Cochran formula 2100 individuals have been considered as the statistical sample. For data collection the standard questionnaires were applied. The validity and reliability of the questionnaires were tested and the required changed were applied. As the result show via  ANOVA indicated that there are significant differences between six buying styles of eight styles and there is not a significant difference between two styles .The results of data analysis by using Topsis technic for prioritizing styles of purchase decision making of Iranian consumers of different age groups indicated that buying styles of being perfectionistic and high quality conscious were the top priority of teenagers, youth, middle- aged and adults, and styles of being aware of prices and value of exchanged good were the top priority of elders.

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This research aims to provide a new product development model with an emphasis on environmental considerations and consumer participation. The model design was based on the grounded theory approach. The statistical population of this study includes all new product development experts in the food industry (including executives and academics) and thirteen experts selected by the snowball method. Results showed that the primary phenomenon involves activities and actions taken to develop a product based on environmental considerations and with the participation of consumers. The effective causes of new product development are divided into three categories: market, customer, and technical factors. The underlying conditions for product development are classified into two categories of infrastructure and capabilities. Also, penetrating interventionists were divided into three categories of cultural factors, risk management, and supportive factors. In addition, new product development includes three mechanisms: marketing, commercialization, and green design. The results of the product development model design emphasize on consequences of economic benefits and non-economic benefits.

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The purpose of this research was to study and analyze the component of adoption of agricultural organic products from the viewpoints of consumers. A descriptive and correlation design was used for the research with data collected using questionnaire. The statistical population of this study consisted of Karaj urban residents that a sample of 306 people was selected using proportionate stratified sampling technique. A questionnaire was the main tool of study. The validity of the questionnaire was approved by the judgment of a panel of faculty members of the Department of Agricultural Extension Education, University of Tehran. In order to measure the reliability of the questionnaire, Cronbach Alpha coefficients were calculated for the main scales of the questionnaire, which was more than 0.70, indicating that the tool of study was reliable. SPSS (Statistical Package for Social Science) was used to analyze the data. The findings showed that the consumers’ knowledge of organic products was at medium level. Also, consumers’ attitude toward using organic products was at neutral and favorable levels. Finally, factor analysis showed that four most highly ranked factors influencing the adoption of organic products were educational, access, improving product characteristics and supportive services which explained 26.60, 23.61, 9.41 and 8.81 percent of  total variance (68.42%).

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     The harms and damages caused by consumption of damaged or dangerous goods is an undeniable fact and in some cases can be an extremely bitter and sad event. In order to support consumers in such a situation, the creation and use of preventive laws and regulations is the first step towards introducing damages. Passing legislation to compensate for damages incurred by consumers is the next step. Recognizing the responsibility of the sellers of damaged or dangerous goods has a particular importance for the compensation of harms to the consumer of this kind of product. In the area of responsibility of sellers of damaged or dangerous goods and compensation for the consumers of these goods, in addition to the general regulations and special laws protecting consumer rights, we can also use laws and regulations that have not necessarily been adopted with the rights of consumers specifically in mind.     The laws and regulations relating to rules preventing harm to the consumers of damaged or dangerous goods have previously been considered by the authors in another article . In the present article one section of the laws and regulations that contain rules relating to compensation is considered. A methodology based on library research along with a descriptive and analytical approach has also been used in this paper.

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This study examined the nature and patterns of rice consumption in Nigeria, using Kwara State as a case study. The study methodology comprised a two stage sampling technique which was used to survey 110 rice consumer households across two villages and six towns in Kwara State. Analytical tools used in the study include descriptive statistics and the multinomial logit model. The major factors that significantly influence household preferences for either a combination of local and imported rice or the imported rice only to the local rice were the income of the head of household, household size and the educational status of the heads of household, the price per unit kilogramme of rice, however, was not a significant factor. This study therefore recommends that an effort should be made to increase rice production coupled with the provision of standard processing facilities. This will help to make the local rice sufficiently more competitive thereby increasing its demand.

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Due to the rapid modernization process, we can see the inefficiency and obsolescence of urban textures in Isfahan alike the most Iran’s cities. Hence, renovation development of old textures should be one of the main goals in modernization of Isfahan. Analyzing the widespread dimensions of housing and identifying the ranking ways of different attributes of residential units by consumers is the most important step for being successful in housing projects. Since housing attributes are the non-marketed goods, we need to use non-market evaluation method to evaluate them.  In this paper Choice Experiment Method (CEM) has been used to evaluate and determine the consumer willingness to pay for various housing attributes. For this purpose, one of the old textures of Isfahan was selected and a sample of households living in that area was randomly drawn with 120 observations. Data was collected using choice experiment questionnaires and analyzed using STATA and EXCEL softwares. The results show that choice of residential unit is a function of 7 attributes including land area, quality and type of materials used in residential units, neighborhood security, access to major city centers, exemption from charge payments for construction, the amount of loan paid for construction and price of residential unit. Based on the results, the most effective variable is the land area; and residents have a high willingness to pay for this attribute rather than the other attributes.

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The aim of study it was carried out survey investigation of consumer attitudes toward organic agriculture. The study was a kind of applied and descriptive –correlational method. The research population was consumers of agricultural products in Alborz Province. Sample size was determine by Cochran's formula (n= 250). Proportional stratified random sampling method was used. Data was collected through an instrument that developed by researcher. Validity estimated by a panel of experts in University and Agriculture experts’ of jihad-e- keshavarzi department of Karaj city. Reliability was conducted by a Pilot test and Cronbach’s alpha coefficient assumed (0/75) which show its suit for research conduct. Data analysis was performed using SPSS software package. Research findings show that there is a significant difference between responces in diploma and graduate & post graduted level at the 0.05 level. Also there is positive relation between consume obstacle and factors affecting to use of organice agriculture with responcendents attitude.  

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The aim of this study was to analyze the components of Consumer behavior toward food waste. The study was a kind of applied and descriptive – correlational method. The research population was consumers of food products in Tehran city. Sample size was determine by Kerjice and Morgan table (n= 384). Proportional stratified random sampling method was used. The research instrument was a researcher-made questionnaire. Validity of the questionnaire was confirmed by a panel of expert in Agricultural Extension and Education Department, Tarbiat Modarres University. Reliability was conducted by a Pilot test and Cronbach’s alpha coefficient assumed (0/86) which show its suit for research conduct. Results of exploratory factor analysis revealed six components of consumer behavior: Cultural values, social participation, motivation, beliefs, education and awareness and perception which are composed of 60 percent of consumer behavior changes, explain.

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In order to optimize the utilization of the advantages of packaging in the food industry, it is necessary to identify the most effective components and criteria in the packaging of food products field and to prioritize these products based on the opinions of consumers, so that the results can be considered in the planning and marketing activities of organizations. Regarding such importance, the aim is that this research evaluates the impact of those identified attitudes which shape an attitude on Packaging on customer Satisfaction and Involvement. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. Moreover, to assess the validity of the study, the diagnostic validity (DV) using an average variance extracted (AVE) was first calculated and the composite reliability (CR) was then applied to determine the reliability. Therefore, first the researchers reviewed the research literature, then, statistical sample of the population who were the customers of Shadlee in Tehran, were selected and the research hypotheses were tested using structural equations and regressions. Research findings show the significant impact of such Dimensions as “color”, “Attraction”, “Shape”, “Information on the Package”, “Size”, “Type of material” and  “Health issues”, on “attitude toward Packaging” and the significant impact of “attitude toward Packaging” on “Customer Satisfaction” and “Involvement”.

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Nowadays, the fundamental role of information in contracting process, particularly in consumer contracts, is persuaded the national legislators to protect the less informed contracting party. However, there are some controversial doctrinal views including positive, negative and neutral view, about imposing general duty to inform. England’s common law does not recognize any general duty to disclose material facts. However, dominant judicial doctrine of European countries imposes general duty to inform. This paper is trying to study and analyze the mainsprings of these controversial views. Our supposition here would be that positive view has more reasonable mainsprings comparison whit the negative and neutral view.

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The price fluctuations due to adjustments to Iran's national milk pricing policy affect households’ welfare. This study examines the effect of milk price increases on the welfare of urban income groups using time series data during 1982-2009. The relationships among per capita demand for milk, average milk price and disposable per capita income were estimated for five income groups using Autoregressive Distributed Lags (ARDL) model. The results indicate that compensating variation and welfare are downside, this means that elimination of milk subsidies results in more welfare fluctuations in low income groups than that of high income ones. Therefore, it is difficult for groups at lower income levels to compensate for losses. If the government divides the cost of lost subsidies equally among households, financial losses resulting from price increases cannot be compensated for two groups, but higher income groups will benefit most from redistribution policy.