Recognition the effective criteria on choosing of imitation brand about consumables

Purchasing and using the merchandises by consumers are governed more by advertisements and the name of the brand rather than needs. In the society of Iran has been carried out view studies to investigate the importance of criteria which are appreciated by consumers in field of imitation brand. Hence in this paper the effective criteria on choosing of imitation brand about consumables have been recognized by review the literature، the library studies and interviews. Then the main criteria were selected by Fuzzy Delphi approach. This study also has utilized random sampling. Furthermore a suitable questionnaire was employed and distributed randomly among five hundred persons to response it in two sections، one demographics and another one investigating the importance of the criteria. Afterwards the most important criteria were sorted according to their priorities by Fuzzy Topsis approach respectively. At last the results and suggestion were presented.