Determining the Role of Marketing Drivers in Motivating Dairy Product Consumers: A Case Study of Northern and Central Areas of Tehran

Considering the significant proportion of dairy products in household consumption basket، this paper examines the most influential motives and criteria in decision-making of customers in the northern and central areas of Tehran، Iran. The research data are collected through questionnaire and then Friedman test is used to rank the determinant factors. According to the results of this study، the common influential factors in product selection of customers are quality، brand، packaging، the disposition of the products in the store، ease of access، past habit and external recommendations، respectively. Among these factors، there are three factors which have the most decisive influence. They comprise quality، brand and ease of access.