JOURNAL OF MARKETING MANAGEMENT
Year:2011 | Volume:6 | Issue:11|Papers Count:7

Consumer behavior involves many activities. Each consumer has thoughts, feelings, plans, decisions and purchases. An observer who looks only at the act of purchase is likely to miss many of the relevant activities.Marketers should find how consumers can gather information about different choices and how they apply such information in selecting competitor’s products, how consumers decide to purchase and why the purchase process and purchase reasons of different consumers are varied.Relative information about consumer’s behavior will be used in predicting and recognizing their activities in the market. Therefore, it is necessary to have complete information about factors affected on buyer’s behavior and their relation with purchase decision.The present research aimed at evaluation of the effect of country-of-origin image, product knowledge and product involvement on consumer purchase decisions. The research model is based on the research model of Lin and Chen 2006 and the main variables were the followings:• Country-of-origin Image• Product knowledge• Product Involvement• Consumer Purchase Decisions• Information Search Intention• Purchase Intention.Samples were collected from the students of the Islamic Azad University (Tehran Science and Research Branch) and the selective product was cell phone. Sample size was 379 respondents and multiple regression analysis was used to test 9 hypotheses.The result showed that the country of origin image, product knowledge and product involvement all have a significantly positive effect on consumer purchase decision.

Purpose: The purpose of this research was to assess the impact of after sales services quality-by hierarchical service quality model (HSQM) proposed by Brady & Cronin, 2001-on behavioral intentions of buyers of industrial products. The HSQM views service quality as a three-tiered concept which is composed of 3 primary dimensions such as "interaction quality ","physical environment quality" and "outcome quality" and several sub-dimensions for each primary dimension.Methodology: The data for testing the proposed hypothesis were collected from 164 customers of laboratory equipment at universities, pharmaceutical companies and research centers for a period of two years. The measurement of HSQM primary and sub-dimensions were assessed using “Structural Equation Modeling” and the hypotheses were tested by t-student statistic.Findings: The results confirmed HSQM as a predictor of satisfaction and customer behavioral intentions.Limitations: The most important limitations of this research were related to sample size and Characteristics of respondents that they did not have enough time to answer to the questionnaires.Managerial implications: From a managerial perspective, the HSQM is useful for assessing service quality at various levels. It allows them to recognize which dimension has the most effect on customer satisfaction and behavioral intentions and also to recognize problems in their interaction quality with customers, in service outcome quality and physical service environment.Originality: This is the first research have used HSQM for measurement satisfaction and behavioral intentions for buyers of industrial products in Iran.

The purpose of the present study is to determine the individual role and position of entrepreneurs in home-based business marketing activities. The paper main focus is on finding the combine characteristics of entrepreneurs as an influential factor in home-based business marketing process. A qualitative exploratory approach and specifically the case study method were used for understanding the role of entrepreneurs in this context. The data were collected through depth and semi-structure interviews with 12 entrepreneur/owner manager of home-based businesses.The findings indicated that the entrepreneur individual is utilizing his/her personal characteristics and abilities, working experiences and skills, personal intuition and perception, proactiveness and adherence to ethical principles in market place, to gain more profit and also deliver higher values to his/her initial and secondary customers.

The purpose of this study is to help hotel managers improve and upgrade the quality of the relationship with customers. This study examines the link between Share of purchases, Relationship Continuity, Word-of Mouth and Relationship Continuity with Employee-Customer relationship quality and then Fuzzy TOPSIS was used to classified them according to priority customers Preferences.Presented conceptual model is based on the model of Kim and Chaz (2002) and Verdugo and Veerapermal (2009). The samples who were selected through simple random sampling method were 200 clients of Qeshm city hotels in the second quarter of 1389. Data collection was conducted through questionnaires and the results of the questionnaire after the classification.Model variables using Pearson Correlation and Regression and SPSS software analysis showed that there is a positive and direct relationship between the variables (Share of Purchases, Relationship Continuity, Word-of Mouth and Relationship Continuity) as independent variables and quality of service as a dependent variable. The results indicated a positive correlation between independent variables and quality of Relationship and confirmed the hypothesis.Then Excel software and Fuzzy TOPSIS method were used to rank components as result of quality Relationship between employee and customers as follows:Relationship continuity, Word-of mouth and Share of purchases.

The perfume industry has made the highest earnings as compared to the other Cosmetics and Toiletries industries. Perfume has turned into a fashionable goods rather than a luxurious item in the modern societies. Moreover, various perfume brands are being launched in the market annually making the selection harder for the customers. Because of the tremendous costs imposed on the newly-launched companies in the market, studying and recognizing the target groups and their preferences will noticeably locate the right markets and reduces the cost and possibility of perfume products failure.Although numerous studies have been conducted in Iran on various cosmetics and beauty products, this research is a pioneering one in dealing with the perfume industry. This research has attempted to examine the impact of customers’ feelings and brand perceptions in purchasing of the same name fragrances and the rate of their familiarity with this concept of perfume. Furthermore, this study was an effort to investigate the effective factors in perfume purchase and their relationships with feelings and brand perception in purchase decision under a model.

Globalization and the pace of technological improvements are making rapid changes in the markets. To be successful in challenging markets of the future, timely and conscious reactions are required. Nonetheless, most companies prefer to allocate their capitals to activities other than marketing. Information systems are used limitedly for this purpose compared with what happens in this regard for other purposes and even when these systems are developed, they lack sufficient effectiveness.And also past studies have always been more focused on systems design and development than on systems effectiveness and efficiency. Hence, this study assesses the degree of matching exists among marketing support systems and problem solving modes because this is a factor that has a great share in increasing systems effectiveness.In this research, some of the marketing systems used by auto parts manufacturers are studied through questionnaires and on the basis of the study findings, reasoning method was proved to be the one that is most useful for solving marketing problems and was backed more by used systems. And also, the matching among problem solving modes and support systems was revealed to be 0.38.Hence, marketing systems used by parts manufacturers are intensively inconsistent with problem solving modes and this inconsistency will sure decrease the effectiveness of these systems in the long run. So, it seems that attention should be paid to the degree of matching exists between support system and problem solving modes and this should be taken into account at the time of designing such systems.

Banks as financial institutions must meet the expectations and demands of their customers. This is why information technology plays a vital role in facilitating communication with customers through improving the effectiveness and speed of the banking services. This study examines consumers' perceptions of electronic banking services as one of the indicators of success in order to formulate a number of operational strategies to improve customer satisfaction which increases market share and customer loyalty.The present study focused on the views expressed by experts, consultants and banking professionals and aimed at investigating and designing a conceptual model by field research, and applying student t-test to measure the relationship between consumers' perceptions of electronic banking services with customer satisfaction, cost reduction, safety factor as well as public information and awareness. Friedman test was then used to rank all these components in terms of customers’ perception.The statistical population consisted of all customers of the Keshavarzi Bank in the southern region of Kerman province 384 bank customers who were using e-banking services in the first three months of 1390 were chosen as samples through simple random sampling method. The data collection tool was a research questionnaire.The study findings showed that the impact of all these components of the proposed model of costumers’ perceptions on the quality of electronic banking services would be significant in the sense that cost component was ranked the highest and information awareness components were ranked lowest.