Copycat and Leader Brands: Study of Consumer's Mindset in Evaluating and Selecting

Sometimes managers and marketers are emulating the characteristics of its market leader position they are seeking for what are they made up of the leader, which is said copycats the brand strategy. In today's world of increasing activity in the copycat brands and has many challenges. Copycats Brands simulate the visual impact created by leaders who are looking to gain customer acceptance. The aim of the present study is to investigate mindsets of consumer response to copycats and leader brands. Sample study is 330 cases of shorthand Chain store's customers in Tehran which selected by random cluster sampling. Research data using one-way analysis of variance tests were analyzed. The results show that consumers in different mindsets (feature-based and relationship-based) are different responses to the components of the feature-based or attribute-based copycats. Copycats brand elements include color, graphics, features, condition and size of the letters is similar.