Identifying the Factors of Loyalty to a Trademark in view of the Consumers of Iranian Medicine (Case study: the Insured of Iranian Social Security Organization, Mashhad)

This study aims to identify factors that influence consumer loyalty to the trademark from in view of the consumers (the Insured of Iranian Social Security Organization) of Iranian medicine in of Mashhad city. The method applied field research - development and cross-sectional survey. The Statistical population is customers’ social security organization in Mashhad city that were selected simple random sampling of 270 clients. To test the hypotheses, and analyze information in the descriptive statistics used frequency distribution tables and measures of central tendency and dispersion, etc., and in the inferential statistics to test hypotheses and confirm or reject them, used regression and Friedman test was used to rank the variables. Descriptive results showed that most customers of the Social Security Organization in Mashhad are married men 36-45 years old with a bachelor’s degree and the results of assumptions test showed that the hypothesis of the study, twelve were accepted. Therefore, the results showed that perceived quality, advertising, advise others, price, packaging and brand inspired by doctor or pharmacist impact significant in Loyalty (behavioral and attitudinal) for Iranian medicine trademarks among the insured of Social Security Organization in Mashhad.