Application of Multiple-Group Discriminate Analysis for Determining Effective Socio-Economic Factors on customer's impression, using Different Marketing Advertising Practices: the Case of Mashhad

Advertisement is one of the most fundamental actions of marketing process and one of the most extensive areas of marketing systems. If firms select proper procedures، appropriate and targeted advertisement through using the knowledge، expertise and experience in their marketing process، they can، in addition to promoting the welfare of customers، gain huge capital for their own firm. Therefore، before conducting any advertisement، it is necessary to identify effective socio-economic factors on making impressible goods. In this regard، this research، by applying multiple-group discriminate analysis for the gathered data of 201 food customers of Mashhad selected by the simple random sampling method in the year 2012، has investigated these factors. Results showed that age، marital status، education level and income level are the most important variables on discriminating between the customers influenced by sellers and the customers influenced by media. In addition، household dimension، average rate of consumption and gender are the most important variables on discriminating between the customers influenced by friends and acquaintances and the customers influenced by sellers and media.