Table 2. The constituents of each hypothesis variable.
Variable
Measure
Price
1) Cheaper prices of cooperatives’ products com-pared to other shops
2) Discount
3) Credit purchase
4) Adoption of commodities’ prices to members’ expectations
5) Purchase by installments
Place
1) Needs to cooperatives in the region
2) Easy access to cooperatives by public transportation
2) Transportation of members’ purchased commodities by cooperatives
3) Using telephone and other communicational tools to order
Promotion
1) Using awards in cooperatives to encourage members
2) Using deadline incentive to encourage members
3) Plans of cooperatives to penetrate into members’ insights and beliefs
4) Popularity of the cooperative as a distinguished shop
5) Using members’ ideas and proposals
Product
1) Diversity of cooperatives’ commodities
2) Delivering the goods with well-recognized brands
3) Quality of supplied commodities
4) Attractive package of commodities
5) Delivering the newest commodities in cooperatives
Personnel
1) Providing necessary advices by personnel to shoppers
2) Employees’ courtesy
3) Employees’ enthusiasm to respond members’ questions
4) Employees’ skills and knowledge to sale the products
Procedure management
1) Self-services
2) Investigating and resolving shoppers’ problems during shopping
3) Considering the importance of shoppers’ time
4) Categorizing the products based on members’ convenience
Physical assets
1) Beautiful decoration of the cooperative
2) Proper amenities like refrigerator and electronic scale
3) Physical facilities like wheeled baskets
4) Calm and enjoyable ambience of the cooperative
Table 3. The frequency of respondents’ age.
Age
Frequency
Frequency (%)