Purpose: To explore an applied model of internal and experimental factors affecting the willingness of customers to buy in the retail industry
Materials and Methods: In this study, the data foundation strategy (grounded theory) was used to identify the main factors affecting it in the current situation of the country, through unstructured and semi-structured interviews with individual experts and scholars who - If they were purposefully selected, the necessary qualitative data were collected and qualitative data analysis was performed through open coding, axial coding and selective coding.
Findings: After conducting 12 interviews, the interview process was terminated and the researcher reached theoretical saturation and the concepts, categories and main and sub-factors were identified and analyzed.
Conclusion: The model of brand association dimensions affecting the desire to buy customers of chain stores was created after interviews with experts (researcher findings) which includes 4 factors of brand association, customer behavior, leaders and consumer behavior and 5 categories and concepts and Indicators are related to each category. Therefore, using this model, we can achieve a comprehensive and comprehensive view of the desire to buy the customer in order to improve the dimensions of brand association, affecting the desire to buy customers of chain stores.