Determining the Factors Affecting Purchase Decision Involvement in a Particular Food Brand

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Abstract
In recent years, the impact of store image on consumer behavior has gained significant importance, as a clear and powerful image in consumers' minds increases their trust in the store. It will also pave the way for increasing product sales. The current research aims to determine the factors affecting the purchase decision involvement of customers of chain stores of confectionery and chocolates of a particular brand using the questionnaire measurement tool and simple random sampling method, as well as the structural equations model. This study examines the impact of store image on consumers' brand trust, and also the effect of product class involvement and brand trust on consumer purchase decision involvement. The findings of this study show that both brand trust and product class involvement positively and significantly impact purchase decision involvement, with brand trust having the strongest effect. Based on these results, it is recommended that managers and decision-makers of these stores focus more on store image variables, brand trust, and product features, which include shape, taste, freshness, and variety of sweet and chocolate products. These variables can affect the purchase decision involvement of sweets consumers.

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