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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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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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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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Today, using counterfeits is remarkably common in clothing industry. On this basis, present paper is conducted in clothing industry at Tehran due to the impact of counterfeit on brand equity of original products’. It is a descriptive research. To achieve research aims, a sample consisting of 384 consumers in Tehran who bought counterfeits deliberately were selected. To analyze data and to test hypotheses, Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) as well as LISREL and SPSS software packages were used. By studying existing literature, six variable including personal gratification, value averseness, price-quality perception, ethical issues, subjective norm and perceived risk were considered as affecting factors on customers’ attitude on counterfeits. To measure brand equity, four aspects of Aaker’s aspects (perceived quality, brand consciousness, brand association and brand loyalty) were used. Research findings indicate that personal gratification, value averseness, price–quality perception and perceived risk have a significant impact on attitudes towards counterfeits. Likewise, the impact of counterfeits on Brand Equity of Original products is also significant.

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This study aimed at evaluating the reasons affecting organic food consumption of consumers in GAP-Şanlıurfa of Turkey. The sample size was determined using a 95% confidence interval and 382 questionnaire interviews were conducted. The participants were selected among the organic food consumers using a simple random sampling method. The Likert attitude scale, Mann-Whitney U and Kruskal-Wallis tests were used for analysis. It was observed that the existing knowledge and publicity about organic foods were insufficient; the main source of information was the internet. The consumers prefer to buy organic foods directly from the producers and there is a need for the organic bazaar. The fresh fruits and vegetables have a consumption frequency of 74.1%, followed by milk and milk products with 56%. The most important reason for consumption is being hormone-free, as shown by 93.7% of respondents, followed by odor-taste and flavor, with 92.7%. Color-appearance-packaging ranked last in terms of importance. The education level, followed by income, occupation, gender, marital status, age, settlement location and number of household members, are reasons that significantly explain the consumption behaviors. This study is one of the first of its kind in the GAP-Şanlıurfa. The results are important for agricultural producers and policymakers concerning agricultural production, marketing, and rural development.