The Role of Traditional and Cultural Space of Local Markets in Creating a Positive Shopping Experience for Customers (Case Study: Imam Reza Market in Sari)

Mollania Jelodar, Shahram

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Volume 14, Issue 1 (8-2025)

scds 2025, 14(1): 9-37

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The Role of Traditional and Cultural Space of Local Markets in Creating a Positive Shopping Experience for Customers (Case Study: Imam Reza Market in Sari)

Shahram Mollania Jelodar

Assistant Professor of Sociology, Department of Social Sciences, Payam Noor University, Sari, Iran

Abstract: (21 Views)

Abstract: The purpose of the present study is a sociological investigation of the relationship between the traditional and cultural space of the local market and the creation of a positive shopping experience for customers in Imam Reza Market located in Sari in the year 2025. This research is applied in terms of objective, descriptive and correlational and the methodology is field-based data collection. The statistical population of the study includes all customers of Imam Reza Market in Sari. Using purposive sampling randomly at three different times, a sample of 620 individuals over 18 years old were selected to complete the questionnaire. The data was analyzed using SPSS software. Findings indicate that three components of the independent variable: 1.Economic dimension of the traditional and cultural space of the local market 2.Social space and human interactions in the local market 3.Diversity and authenticity of local market products were considered more significant in the regression analysis and show a direct correlation with the variable of creating a positive shopping experience for customers of Imam Reza Market, without the influence of other factors. These components are able to explain 51% of the variance of the dependent variable in the study.

Keywords: Local Market, Positive Shopping Experience, Traditional and Cultural Space

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Type of Study: Research | Subject: Special
Received: 2025/03/26 | Accepted: 2025/07/2 | Published: 2026/08/7

References

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Mollania Jelodar S. The Role of Traditional and Cultural Space of Local Markets in Creating a Positive Shopping Experience for Customers (Case Study: Imam Reza Market in Sari). scds 2025; 14 (1) :9-37
URL: http://scdsjournal.ir/article-1-1728-en.html

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