Sara Jelveh , pp. 77. MAM/Sektionen för Management, 2008.
Customers behavior has been always one of the most important points of the marketing studies.
Predicting and understanding how and why customers behave is a great challenge. Besides,
there are so many variables involved in the consumption process, that it is not an easy task to
establish models to understand it. Human behavior is based not only on personal
characteristics, but also on the psychological, environmental, social and cultural environment
that they are submitted. Predicting and understanding the behavior and habits of customers in
case of food products or their daily intake foods is known to be a great challenge.
However, there are different retailing system that deliver the food products from producers and
manufacturer to customers. like in Sweden retailing system is mostly performed by self-service
system while in Iran it is mostly based on full-service system. The differences between the
retailing system of these two countries brought up the idea that retailing system can also act as
a factor which can influence customers behavior, attitudes and perception to food products and
Therefore, this research has studied the change in retailing system trends and retailing system
in Sweden & Iran. Moreover, by help of sample of customers in these two countries the
behavior and habits of them upon food products has been considered and studied. Due to the
gathered data and analysis, it seems that the retailing systems and the way that customers
could have access to the products can have impact and influences on their behavior and habits
upon the food products and food products safeties.