THE CLARIFICATION OF BRAND PERSONALITY AND CONSUMERS BUDGET IN THE PREFERENCES AND PURCHASE DECISION OF IRANIAN AND FOREIGN GOODS

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BAYAT ROHOLLAH; FORGHANI SANIA

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Journal: JOURNAL OF BUSINESS ADMINISTRATION RESEARCH Year:2015 | Volume:7 | Issue:14 Page(s): 1-32

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Title

THE CLARIFICATION OF BRAND PERSONALITY AND CONSUMERS BUDGET IN THE PREFERENCES AND PURCHASE DECISION OF IRANIAN AND FOREIGN GOODS

Author(s)

BAYAT ROHOLLAH | FORGHANI SANIA | Issue Writer Certificate

Keywords

BRAND PERSONALITYQ2

CONGRUENCEQ1

HUMAN PERSONALITYQ2

CONSUMER BUDGETQ2

PURCHASING DECISIONQ1

Abstract

Having motivation to buy foreign- brand goods is one of the main characteristics of Iranian consumer. This tendency in the international marketing can be explained by social recognition or more reliance on foreign brands. However from the development economics and international business perspectives, this tendency threats national interests. Tendency toward different brands are caused by mental reasons as well as the consumers budget situation. Thereby, the current paper is aimed to study the accompany effects of BRAND PERSONALITY and consumers budget on the preferences and buying decision of Iranian and foreign goods in Tehran. Accordingly four groups of commodities with different degree of utilization in two kinds of Iranian non Iranian - brand goods were appointed and the econometrics model of Logit was applied to analyze the achieved data. The results suggest that in the north of Tehran and for all groups of goods the BRAND PERSONALITY has been the main reason in the preference of foreign brand. These results in the south of Tehran were verified only for consumable and semi-durable products and for the remaining items the consumers budgets has been the main reason for consumers to preference and buy the Iranian brand.

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APA: Copy

BAYAT, ROHOLLAH,. (2015). THE CLARIFICATION OF BRAND PERSONALITY AND CONSUMERS BUDGET IN THE PREFERENCES AND PURCHASE DECISION OF IRANIAN AND FOREIGN GOODS. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, 7(14), 1-32. SID. https://sid.ir/paper/197083/en

Vancouver: Copy

BAYAT ROHOLLAH. THE CLARIFICATION OF BRAND PERSONALITY AND CONSUMERS BUDGET IN THE PREFERENCES AND PURCHASE DECISION OF IRANIAN AND FOREIGN GOODS. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH[Internet]. 2015;7(14):1-32. Available from: https://sid.ir/paper/197083/en

IEEE: Copy

ROHOLLAH BAYAT, an, “THE CLARIFICATION OF BRAND PERSONALITY AND CONSUMERS BUDGET IN THE PREFERENCES AND PURCHASE DECISION OF IRANIAN AND FOREIGN GOODS,” JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, vol. 7, no. 14, pp. 1–32, 2015, [Online]. Available: https://sid.ir/paper/197083/en

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