Document Type : Original Article
Authors
1
Assistant Professor, Department of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran
2
Assistant Professor, Department of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran.
3
M.A. student of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran
10.22034/scart.2025.141244.1522
Abstract
In the chaotic process of urbanization in Iran, phenomena such as unemployment, informal jobs, and a young population have led to the increasing prevalence of street vending. The aim of the present study is to study this phenomenon in the context of the current situation in the city of Sanandaj. This study is a descriptive-correlational survey in terms of its applied purpose, quantitative approach, and the nature of the data. Data collection was also carried out using a researcher-made questionnaire. The target population is all residents of Sanandaj who have purchased from street vendors at least once. Finally, 323 samples were examined and evaluated. The structural equation model was used to analyze the data, and smart pls4 and Spss software were used. With the help of these software, the data were analyzed, and the Cronbach's alpha, the mean of the extracted variance were examined, and the tests available in the software were used to examine the normality of the data. The results show that this phenomenon not only did not harm the city's brand; but even promoted its brand. This means that people in small towns view and accept this phenomenon differently and consider it as a way to make a living and earn an income. Therefore, despite the destructive consequences, this phenomenon also has benefits for the city of Sanandaj, provided that criteria such as selling quality products, offering local goods, and choosing appropriate locations are taken into account.
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