Effect the national identity on the perceived value of the product through evaluation of perceived product and customer bias among mobile clients in Mashhad

The purpose of this study was to examine the impact of national identity on the perceived value of the domestic mobile phone by customer bias and product assessment is perceived. This study is a descriptive survey study , 385 samples were analyzed by using Cochran formula. A questionnaire was used to collect data from which it was approved content validity and construct validity. Reliability using Cronbach's alpha coefficient was also. . Distribution of questionnaire was done in different mobile phone stores in Mashhad . Results show national identity has a significant and positive impact on perceived product ,customer 'evaluations and prejudice .As a result, domestic companies for increasing their sales and encouraging customers to buy their products should emphasize on local customer ' national identity. This makes customers assess products in terms of price and quality And found negative attitudes towards foreign products in the use of domestic products, emotional, and social values are preserved.