factor-based modeling

The aim of the present study was to design agent-based modeling (ABM) and interpretive structural modeling (ISM) on consumer preferences using the ten steps of Zimet (Zaltman) technique in choosing a Hakopian brand to achieve a deeper understanding of it. Accordingly; using Zaltman's metaphor extraction technique, the structures of consumer behavioral preferences have been examined and analyzed. The participants of this study were 64 people selected from among Hakopian brand customers (former users, current users). Then, with a qualitative and interview-based approach (semi-structured) and using the Zimet technique, consumers' preferences for the Hakopian brand were examined; a model and a pairwise comparison matrix were drawn. Interpretive structural equation modeling (ISM) was used with the help of LISREL software, and PLS software was used for analysis and for calculating standard coefficients. The results of this analysis indicate that; along with the service characteristics of a brand, social responsibility is an important influential factor in creating emotional and functional consequences and ultimately creating structures such as trust, brand friendliness, and a sense of national pride gained from service quality in customer perception. On the other hand; income level, social class, and psychological dimensions are factors in preferring foreign brands over the Iranian Hakopian type, and low income levels, considering the budget factor, have viewed this company's products as consumer and semi-durable goods.