In this paper, we survey important factors, influencing customers to buy more from one of well known food market operating in capital city of Iran named Shahrvand. The survey studies the effects of six factors including customer's perception, persuasive factors, brand, customers' expectations, product's characteristics and special features of store on attracting more customers. We have distributed questionnaire among 196 customers who regularly visit stores and analyzed details of the data. The results indicate that customers' perception is the most important item, which includes eight components. Years of experience is the most important item in our survey followed by impact of color and working hours. Diversity of services is another factor, which plays the most important role followed by quality of services. Next, fidelity and brand are other most important factors and the name of store and risk are in lower degree of importance.

Azad, N. (2012). Investigating important factors influencing purchasing from chains.Management Science Letters, 2(3), 805-810.

Bridges, E., Briesch, R.A., Yim, C.K. (2006). Effects of prior brand usage and promotion on consumer promotional response. Journal of Retailing, 82, 295–307.

Chebat, J.C., Chebat, C.G., & Vaillant, D. (2001). Environmental background music and in-store selling. Journal of Business Research, 54, 115–123.

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.

Degeratu, A.M., Rangaswamy, A., & Wu, J. (2000). The effects of brand name, price, and other search attributes. International Journal of Research in Marketing, 17 (1), 55-78.

Dubé, L., & Morin, S. (2001). Background music pleasure and store evaluation: intensity effects and psychological mechanisms, Journal of Business Resource, 54(4), 107–113.

Grewal, D., Baker, J., Levy, M., Voss, G.B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 79(4), 79, 259–268.

Janjaap, S., van Riel, A.C.R. & Ambrosini, A.B. (2004). Consumer evaluations of store brands: effects of store image and product attributes. Journal of Retailing and Consumer Services, 11, 247–258.

Kim, J.E., Ju, H.W., Johnson, K.K.P. (2009). Sales associate’s appearance: Links to consumers’ emotions, store image, and purchases. Journal of Retailing and Consumers Services, 16, 407–413.

Kukar-Kinney, M. & Walters, R.G. (2006). The role of price-matching characteristics in influencing store loyalty. Journal of Business Research, 59, 475 – 482.

Kukar-Kinney, M., Ridgway, N.M., Monroe, K.B. (2011). The Role of Price in the Behavior and Purchase Decisions of Compulsive Buyers. Journal of Retailing and Consumer Services, 87, 2(3), 257–287.

Labeaga, J.M., Lado N., & Martos, M. (2007). Behavioural loyalty towards store brands. Journal of Retailing and consumer services, 14, 347-356.

Lau, D., & Lam, L. W. (2008). Effects of trusting and being trusted on team citizenship behaviors in chain stores. Asian Journal of Management & Organization, 14(2), 141-154.

Likert, R. (1932). A Technique for the Measurement of Attitudes. Archives of Psychology, 140, 1–55.

Manning, K.C., & Sprott, D. E. (2007). Multiple unit price promotions and their effects on quantity purchase intentions. Journal of Retailing, 83, 411–421.

Martínez-Ruiz, M.P., Jiménez-Zarco, A.I., & Izquierdo-Yusta, A. (2010). Customer satisfaction's key factors in Spanish grocery stores: Evidence from hypermarkets and supermarkets. Journal of Retailing and Consumer Services, 17(4), 278-285.

Morrison, M, Gan, S., Dubelaar, C., & Oppewal, H. (2011). In-store music and aroma influences on shopper behavior and satisfaction. Journal of Business Research, 64, 558–564.

Roest, H., & Rindfleisch, A. (2010). The Influence of Quality Cues and Typicality Cues on Restaurant Purchase Intentions. Journal of Retailing and Consumer Services, 17(1), 10-18.

Saymana, S., & Rajub, J. S. (2004). How category characteristics affect the number of store brands offered by the retailer : a model and empirical analysis. Journal of Retailing, 80, 279–287.

Shao, C.Y., Baker, J., Wagner, J.A. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57, 1164– 1176.

Verhetsel, A. (2005). Effects of neighborhood characteristics on store performance supermarkets versus hypermarkets. Journal of Retailing and Consumer Services, 12, 141–150.

Verhagen, T., & van Dolen, W. (2009) Online purchase intentions: A multi-channel store image perspective. Information & Management, 46, 77–82.

Wu, P.C.S., Yeh, G.Y.Y., Hsiao, C.R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19, 30–39.