Today, the efficiency of the world service market has been increased through the international
retail . One of the methods and different structures of retailers is the discount selling as one of
the fastest forms of development of retailing whether in local or international markets.
However, this issue needs correct understanding of the buyers view and their culture in local
and foreign markets that requires special attention of the managers. However, it should be
considered that buying and the related activities always can be a recreation of shop’s structure,
culture, economy and etc. The previous studies in this field are mostly related to the western
societies and the focus of the researchers has been on western culture. This research is a survey
study of buyers in stores, their incentives of purchasing and type of purchase based on
motivations and related activities. A total of 385 questionnaire were distributed among the
buyers of discount stores of Iran in Qazvin city and 300 of them were finally gathered in order
to be analyzed. Factor analysis recognized and introduced two factors for the customers of the
discount stores, including:
1-Social- recreational
2-Utilitarianism
In addition, cluster analysis technique was used to divide the population of the present study
into 3 groups and label based on their purchase incentives or motivations.
1. Social/recreational (number: 46, 15 % of the society)
2. Buyers with utilitarian incentives (number: 81, 27 %of the society)
3. Buyers with combinatory incentives (number: 173, 58%)
Finally, the types of clusters, environments and discount stores and managerial reasons were
discussed .