Presenting a local marketing model with emphasis on consumers' attitudes in order to buy Iranian products with a customer information behavior approach

Background and Aim: Considering the importance of customer behavior, the purpose of this study was to present a local marketing model with emphasis on consumerschr('39') attitudes to purchase Iranian products with a customer information behavior approach.  Research Method: The method of this research was data theory and data collection was done through semi-structured interviews. Also, the statistical population of this study was the managers and supervisors of Pars Khazar Company. The statistical sample consisted of 14 senior managers and supervisors of Pars Khazar Company and sampling was done in two dimensions of theoretical sampling and snowball sampling. The basis for concluding the interviews was theoretical saturation. Results: The results of the present study indicated the extraction of 38 codes or basic concepts from interviews, 38 core categories and 20 main themes in the form of a paradigm model including consumer attitudes toward service innovation, cultural component and social component as the central category and causal conditions (knowledge, Skills and Marketing), Underlying Factors (Advantages of Brand Attitudes, Social Responsibility and Attitudes Toward Iranian Products), Intervention Conditions (Power Sources, Learning-Based Empowerment, Communication Pattern, Customer Relationship and Consumer Nationalism), Strategies Communication Corporate, comprehensive planning of brand attitude strategy (creativity and innovation and public relations and advertising) and consequences (intensity of competition, resources, perception of brand attitude, credibility and evaluation of consumer attitudes of brand name expansion). Conclusion: The results of this study can be used as a first step in examining consumerschr('39') attitudes to purchase Iranian products and are also applicable to consumer behavior professionals as well as prominent academic professionals with a scientific background related to marketing management. Based on the results, paying attention to the knowledge and skills of company officials in the field of marketing, provides favorable conditions to improve consumer attitudes towards Iranian goods.