JOURNAL OF MARKETING MANAGEMENT
Year:2014 | Volume:8 | Issue:21|Papers Count:8

This study is of descriptive and applied type of research. The aim of this study is testing the relationship between consumers’ national pride and his modes. Population includes all purchasing stations of consumers including retailers, chain markets, supplying markets in Mashhad and Neyshabur which considering its volume, 385 people were selected in multi stage sampling method. The results of data analysis were measured using descriptive and inferential statistics. For analyzing data in descriptive level SPSS version 19 and in inferential level Lizerel software were used.Finally the results indicate that there is no analytical relationship between demographics and national pride. There is no positive relationship between psychosocial factors, culture, importance of product purchasing and national pride and there is an inverse and significant relationship between necessity of product purchasing and its importance. This study has some limitations: Unavailability of authentic articles for literature, consumers’ unfamiliarity with the term “national pride”. Results of data analysis indicates of low national pride among Iranian and so low tendency toward purchasing domestic products. This issue imposes numerous losses to domestic business and economy.

Problem description: The main problem of this research is to examine the relationship between risk aversion and brand loyalty (purchase and attitudinal) and the mediating role of brand trust and brand affect Methodology: Using proportional stratified sampling aproach, a community of 379 students from Science and Research branch of Azad University has been used to gather a data set of various laptop brands. Looking goal-oriented this research can be categorized as applied and from a method-oriented view it can be categorized as descriptive and survey research. Since the subject is to study the relationship between variables this reasearch can be categorized as correlational.Data Gathering Tools and Techniques: Tools used for data gathering are note taking for library studies and questionary for hypothesis testing which is done with field research method. Structural equation modeling and Lisrel software are used to analyse research and hypothesis testing data.Findings: The result of data analysis indicates the effect of risk aversion on brand loyalty through brand trust and brand affect. Risk aversion is positively and directly related to brand trust and brand affect, Furthermore, brand trust and brand affect have positive and direct effects on brand loyalty (purchase and attitudinal).

The ultimate goal of the marketing process is to intensify strong relationships with loyal customers and to transform indifferent customers into loyal ones. So brand image play an important role. Effective relationship and creating reputation among public are influencing positively among customers and through public relation activities, customers go toward companies that have favorable brand image. So the main question of this research is: What is the effect of brand image and perceived public relation on customer loyalty.The main variables are: Perceived public relation, customer loyalty, brand image and altruistic motives.This research is an applied and descriptive research that considers positive or negative effect of the variables. Data were collected via questionnaire from LG's Electronics consumers (Gold Iran) in Tehran. Hierarchical regression analysis of data from 385 respondents was used to test two hypotheses.The result shows, perceived public relation has positive relationship with customer loyalty and this relation is moderated by brand image. When brand image is favorable, the positive effect of Perceived public relation on customer loyalty is significant and strong. Whereas, when brand image is unfavorable this relationship isn' t significant and customer loyalty is decreased.For further research, role of public relation in relationship marketing is suggested.

In product choice models, incorporating socio-demographic characteristics is conceptually appealing and has numerous managerial benefits. The main question is how socio-demographic characteristics differentiate customers or products in order to define relevant marketing mix strategies or what a disaggregated analysis reveals about the customer's profile of company products. Traditionally econometrician and marketers apply discrete choice models into a total population or a sample of consumers (naming as consolidated approach) in order to understand, describe, and predict consumer choices for a particular product and assess socio-demographic variation on the utility functions and subsequently analyse the difference between segments behaviour in order to identify differences between target consumers. The Multinomial Logit model developed based on data obtained from new car buyers of SAIPA automotive company and final model including all significant variables and their estimated parameters on utility functions of all products presented. In this study, a segment-oriented approach is introduced and compared with the consolidated approach. The proposed methodology using principal component analysis to segment the population (or sample) into different groups so as the results indicate principal component analysis is a robust method in order to reach to differentiated segments among population as expected and finally the result is compared with consolidated approach which indicates the segmented approach outperforms the consolidated approach in terms of choice predictability and R-square index of the model. The results bring a new insight to car manufacturers as well as marketing planners concerning policy setting about customer characterizing and targeting that affects marketing mix strategies.

Purpose: In the competitive environment today responding the customers changing needs and having appropriate performance among competitors of the group depends on having correct information and paying attention to entrepreneur in the companies. The purpose of the present research is to investigate Title: The effective factors on companies’ performances with regard to entrepreneurial and marketing information factors in small and medium companies.Methodology: The present research is caustic research in terms of method and nature; and in terms of performance it is surveying and in terms of aims it is applicable and uses structural equation modeling and LISREL software for investigating the relationships between the parts of model. Population in this research consists of the managers and sale experts of the small and medium companies of Markazi Province in the year 1390. To reach the purposes of the research 270 questionnaires were distributed among managers and sale experts of small and medium companies of Markazi Province, and among these 229 questionnaires were analyzed.Findings: The results of data analysis showed that entrepreneurial orientation have meaningful impact on attaining marketing information, utilization of market information and company’s performance. Also the hypothesis of the impact of attaining marketing information on the company’ performance was proved but the hypothesis of the impact of utilizing market information on the company’s performance was not supported.Research Limitations: Among the limitations of this research distribution of respondents in the surveying companies can be mentioned that slowed down the process of distributing and collecting the questionnaires.Managerial Implications: At the end managers are suggested to utilize the market information and provide the required backgrounds in attaining marketing information, which provide the necessary grounds in the way of progress and increase performances of the companies.

In this study, the effective factors which is influenced purchasing decision for a particular consumer groups include non-user, accidental- user and permanent-user have been investigated with utilizing logit model. Identify social and economic factors that affect consumer behavior are research objectives and to do this we gather data and information required by field survey, questionnaire design, and simple random sampling, interview 303 among buyers of Mayadin Management of Tehran Municipality have been collected in Mrch 2012. The results of the regression estimates show that factors such as income, presents of child under 5 years, indicators of knowledge of product characteristics, labeling and quality have significant positive effect on the likelihood acceptance and buing decision to nitch products and the final analysis has been done on marginal effect. Furthermore, the significant level of 95% in other factors on the purchasing decision has not been proved.

In today’s global market, strong brands do the first, perhaps because the brands are the important relation for customer relationship management in companies. This study aims to investigate the effect of experience, trust and brand loyalty on brand equity tires which has done in the city of Kerman. The population in this study is Barez tire of consumer in Kerman. To obtain this sample size, we used random sampling method. The data collection tool in this study is a standard questionnaire and for reliability of this questionnaire, Cronbach's alpha coefficient is used. For data analysis in descriptive statistics section, the statistical parameters such as frequency, and charts and diagrams and also in inferential statistical section, tests K-M, univariate analysis of variance, comparing two population means, regression and Confirmatory Factor Analysis and structural equation modeling existing in the software package SPSS and LISREL are used. The results show experience, trust and brand loyalty significantly affects the brand equity. However, this effect of factor, Brand Loyalty is more than any other factors.

In the recent years, the competition to attract and retain customers compels marketers to use and develop the loyalty programs. Drug distribution companies associate with a variety of customers and have a high financial turnover. These companies have high profitability potential and customer value over the price it pays. The main objective of this study is to investigate the impact of loyalty programs on customer loyalty in terms of customers. The statistical community is all pharmaceutical companies in Tehran that at least experience loyalty programs once during the year 1390. This study is a descriptive and survey research. Using cluster sampling, 337 customers of drug distribution companies (daro pakhsh, Hejrat and Razie) were chosen. Data were collected using a questionnaire. Results showed that loyalty programs, satisfaction, commitment, and received vale have the most influence on customer loyalty, at the 99% confidence level.