Iranian Business Management Association International Journal of Resistive Economics 2345-4954 12 4 2024 11 01 Developing a Model of Factors Affecting the Sales Development of Kalleh’s FMCG Products with a Shopper Marketing Approach 15 24 224812 10.22034/oajre.2025.533644.1125 EN Nila Nejati Saravi PhD Student in Business Management, Sari Branch, Islamic Azad University, Sari, Iran. Majid Fattahi Assistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran Majid Fani Assistant Professor, Department of Business Management, Babol Branch, Islamic Azad University, Babol, Iran. Journal Article 2024 07 25 This study aims to develop a model of factors influencing the sales development of fast-moving consumer goods (FMCG) for Kalleh Company, employing a shopper marketing approach. The research is exploratory in nature and utilizes qualitative data. It adopts an applied-developmental approach in terms of its objective and employs a qualitative methodology, using thematic analysis as its strategy. The participant population for the qualitative phase includes theoretical experts (experienced academic faculty in management and marketing) and practical experts (managers and consultants at Kalleh Dairy Company). A combination of purposive and snowball sampling methods was used to select participants. The sample size in the qualitative phase was determined based on theoretical saturation, achieved after conducting semi-structured interviews with 15 experts. Data were collected through semi-structured interviews. In the qualitative phase, the identification of primary and secondary themes for model development was performed using thematic analysis with MAXQDA 2020 software. The results indicate that the main themes of the model for factors affecting the sales development of FMCG products with a shopper marketing approach comprise five key dimensions: shopper behavior and insights, in-store marketing strategies, supply chain and distribution management, brand and marketing communications, and brand sales strategy. These findings provide a comprehensive framework for enhancing the sales performance of Kalleh’s FMCG products through a shopper-centric approach. https://www.oajre.ir/article_224812_2b6f037a5844912c7dfc9f7d1b0d89ae.pdf