Pattern of structural relationships of the effects of consumption values on product perceived value and purchase intention of chain stores customers

In recent years, chain stores have experienced quick growth and used marketing strategies of advertisement and branding to expand their business. The aim of this study is to examine the effects of consumption values on perceived value and purchase intention of customers of Refah Chain Store of Sanandaj City. The present study is survey-description in methodology, and an applied research based on structural equation modeling in objective. Measurement tool is a questionnaire based on Almokarami model (2013) and Kaunas’ (2013) distributed among a sample of 384 people including customers of Refah Chain Store of sanandaji City randomly chosen. Findings of this study indicate a significant relationship between variables of the research and a good fit for the established pattern. Thus, consumption values affect customers’ perceived value, consumption values affect customers’ purchase intention and perceived value affects customers’ purchase intention in Refah Chain Stores of Sanandaj City. Also based on findings of study of figures, significance of research conceptual pattern and good fit for the posed pattern are confirmed.