EVALUATION THE EFFECT OF GENERICS-PRONE PURCHASER DEMOGRAPHICS AND PCYCHOGRAPHIC CHARACTERISTICS ON GENERICS PURCHASE’S DECISION-MAKING

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KHEIRY B.; MOHAMMAD REZA M. HAJI

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: Journal of Management Future Research Year:2010 | Volume:21 | Issue:85 Page(s): 131-158

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Title

EVALUATION THE EFFECT OF GENERICS-PRONE PURCHASER DEMOGRAPHICS AND PCYCHOGRAPHIC CHARACTERISTICS ON GENERICS PURCHASE’S DECISION-MAKING

Author(s)

KHEIRY B. | MOHAMMAD REZA M. HAJI | Issue Writer Certificate

Keywords

GENERIC PRODUCTSQ3

NATIONAL BRANDSQ3

PRIVATE BRANDSQ3

DEMOGRAPHIC CHARACTERISTICSQ2

PSYCHOGRAPHIC CHARACTERISTICSQ2

NONEQ3

LOW AND HIGH PURCHASE LEVELSQ3

Abstract

In the history of the food business, few things have been as surprising or in some cases as controversial as the rapid proliferation of so-called GENERIC PRODUCTS. The present study, have been done in order to evaluate the effect of generics-Prone Purchaser Demographics and Pcychographic Characteristics on Generics Purchase’s Decision-Making. The present investigation of a relatively broad spectrum of variables in connection with generics should serve to enlarge our understanding of this market. This study considers five types of segmentation variables: demographics, requirements for price and quality, Requirements for brand, information seeking behavior, relevant behavioral characteristics. In addition to identify GENERIC PRODUCTS Purchaser generally, generic purchase, have considered at three level (none, low, high), toward to demographics and PSYCHOGRAPHIC CHARACTERISTICS. Requirement information have been gathered by Descriptive-Correlational research and cluster, simple Random sampling of 265 people at Shahrvand chain store and Tehran grand market by using of valid and reliable questionnaire. For testing hypothesis have been used of One-Sample T Test, Independent-Sample T Test, One-Way ANOVA and Univariate ANOVA, and have been analyzed through SPSS16 software. The findings shows that price proneness, quality proneness, less brand loyalty, private (Vs. national) brand proneness, personal source usage, general change proneness, venturesomness, innovativeness and less perceived risk were determined to be positive influences on purchase of generics. On the other hand, label readership, electronic and print media usage and approval of advertising were determined to be reverse influences on “high” generic purchaser group and finally purchaser generics were characterized to be younger and married.

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APA: Copy

KHEIRY, B., & MOHAMMAD REZA, M. HAJI. (2010). EVALUATION THE EFFECT OF GENERICS-PRONE PURCHASER DEMOGRAPHICS AND PCYCHOGRAPHIC CHARACTERISTICS ON GENERICS PURCHASE’S DECISION-MAKING. JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), 21(85), 131-158. SID. https://sid.ir/paper/204310/en

Vancouver: Copy

KHEIRY B., MOHAMMAD REZA M. HAJI. EVALUATION THE EFFECT OF GENERICS-PRONE PURCHASER DEMOGRAPHICS AND PCYCHOGRAPHIC CHARACTERISTICS ON GENERICS PURCHASE’S DECISION-MAKING. JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH)[Internet]. 2010;21(85):131-158. Available from: https://sid.ir/paper/204310/en

IEEE: Copy

B. KHEIRY, and M. HAJI MOHAMMAD REZA, “EVALUATION THE EFFECT OF GENERICS-PRONE PURCHASER DEMOGRAPHICS AND PCYCHOGRAPHIC CHARACTERISTICS ON GENERICS PURCHASE’S DECISION-MAKING,” JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), vol. 21, no. 85, pp. 131–158, 2010, [Online]. Available: https://sid.ir/paper/204310/en

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