Keywords personalfactors,InternalFactors,Externalfactors,stimulus marketing(Mixed Marketing),berand, quality

Authors

1 Esfahan university-Iran

2 Azada university of Najafabad –Iran

Abstract

      In many cases, foreign product absorb consumer and more succeed than inner product. They select foreign product and study at this field is very essential. The aim of this study is to examine and ranking the importance reason tendency of inner consumer for selecting and replacing foreign product. (Industry of making chocolate /Milad brand).This study is application according to aim and description – survey to method. The participants of this research are consumers that use the brand Milad chocolate in Charmal va Bakhtiari and supermarkets in Shahrekord. They are 711 males and females. The instrument is some questionnaire. It has high reliability and validity and by using Alfa Kornebakh is %825. In this study use software’s SPPSS and Aimouse for analyzing and modeling. The ranking is very powerful because it has high accuracy and modeling is near to life style of people. The result show that there is meaningful relationship between tendency of inner consumer and personal factors , stimulus marketing (excepting price that have a negative relation), internal Factors, external factors and all of the variable of selecting and replacing foreign product such as chocolate. According to ranking: income, internal Factors , external factors . personal factors , stimulus marketing, and lifestyle have first to seventh rank respectively.  

Keywords

New Marketing Research Journal
Volume 3, Issue 2 - Serial Number 2
September 2013
Pages 223-238

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History

  • Receive Date: 14 June 2016
  • Revise Date:
  • Accept Date: 14 June 2016

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