The Effects of Customer's Psychological Characteristics on Brand Categorization and Selection Using the Bayesian Approach

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Khaki Maryam; KARAMPOUR ABDOLHOSEIN

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Journal: JOURNAL OF BUSINESS STRATEGIES Year:2018 | Volume:25 | Issue:11 Page(s): 20-35

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Information Journal Paper

Title

The Effects of Customer's Psychological Characteristics on Brand Categorization and Selection Using the Bayesian Approach

Author(s)

Khaki Maryam | KARAMPOUR ABDOLHOSEIN | Issue Writer Certificate

Keywords

customer psychological characteristicsQ1

brand classification and selectionQ1

product characteristicsQ1

dairy products and ingredientsQ1

business approachQ1

Abstract

The present study explores the effect of customer's psychological characteristics on brand selection, with emphasis on product characteristics. The statistical population of this study is consumers of dairy products in the city of Tehran. Since the size of the unlimited society and the variance of the society are unclear, the sampling formula for the unlimited society is used based on which the sample size of 171 people is determined. In this research, two researcher-made questionnaires are used. The first to determine the product's characteristics and the second questionnaire to explain the effects of customer's psychological characteristics on brand selection, with emphasis on product characteristics. The Cronbach's alpha for the main questionnaire (second questionnaire) was 0. 8, which indicates a high reliability of the questionnaire. To investigate the hypotheses, Bayesian multivariate probit regression model, Friedman test and multiple linear regression were used. The research findings showed that the customer's psychological characteristics including brand recognition, brand trust, buying intention, and brand satisfaction were effective on brand selection as well as product characteristics including the use of standard badge, fresh ingredients, no preservatives and product quality.

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APA: Copy

Khaki, Maryam, & KARAMPOUR, ABDOLHOSEIN. (2018). The Effects of Customer's Psychological Characteristics on Brand Categorization and Selection Using the Bayesian Approach. JOURNAL OF BUSINESS STRATEGIES, 25(11 ), 20-35. SID. https://sid.ir/paper/253006/en

Vancouver: Copy

Khaki Maryam, KARAMPOUR ABDOLHOSEIN. The Effects of Customer's Psychological Characteristics on Brand Categorization and Selection Using the Bayesian Approach. JOURNAL OF BUSINESS STRATEGIES[Internet]. 2018;25(11 ):20-35. Available from: https://sid.ir/paper/253006/en

IEEE: Copy

Maryam Khaki, and ABDOLHOSEIN KARAMPOUR, “The Effects of Customer's Psychological Characteristics on Brand Categorization and Selection Using the Bayesian Approach,” JOURNAL OF BUSINESS STRATEGIES, vol. 25, no. 11 , pp. 20–35, 2018, [Online]. Available: https://sid.ir/paper/253006/en

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