Beyond the Brand: Decoding Purchase Decision for Economic Sustainability

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 confectionery and chocolate chain stores 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 decision involvement, as well as the effect of product class involvement and brand decision involvement on consumer purchase decision involvement. Thus, this research tries to study economic sustainability of a confectionery chain store in Tehran. The findings of this study show that both brand decision involvement and product class involvement positively and significantly impact purchase decision involvement, with brand decision involvement 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 decision involvement, and product features, which include the shape, taste, freshness, and variety of sweet and chocolate products. These variables can affect the purchase decision involvement of sweet consumers.