Investigating the Effect of Optimal Level of Customer Stimulation on Attempting to Seek Seller Information (Case Study: Multivitamin Drugs Customers of Sobhan-Darou Iran)

The purpose of this study was to determine the impact of individual customer differences in information search efforts. This study is applied in terms of purpose, and in terms of a sequential survey method. The target population of this study is all clients of Sobhan-Darou Company in Tehran. Given that the number of subversive multivitamin drugs in metropolitan areas such as Tehran is unlimited, the Cochrane formula or Morgan's table estimates the number of selected samples to be 384. A sampling method is also available. A questionnaire was also used to collect data and information for analysis. In order to assess its validity, although the questionnaire questions used in this study have been standardized and used in many researches, in order to ensure its validity, according to the social and cultural characteristics of our country, the questionnaire has been provided by professors and experts. The final questionnaire was prepared and distributed after comment and approval. The data collected for this research will be analyzed using spss and amos software. In this study, descriptive statistics are used to describe demographic data (frequency calculation, frequency percentage, mean and graphs, etc.). In the second part, in order to analyze the collected data and respond to research hypotheses, inferential statistics have been used which analyze the hypotheses using structural equations in amos. It makes sense, but customer confidence does not affect the search. The hypothesis of the influence of search motivation on search effort is also accepted.