Formating of Processing Marketing Strategy with Brand Personality and Consumer Budget

Nowadays Competitive Environment, Iranian goods are typically unable to compete with their foreign comparable goods due to the failing in designing marketing strategy rather than just their failure in quality. From this viewpoint, the current study examines the effects of brand personality and consumer budget on the compiling of marketing strategy. To achieve this objective, four types of commodities with different degree of utilization in two kinds of Iranian and non- Iranian brand goods were appointed from a sample of 600 people in the North and South of Tehran. The reliability and the validity of the questionnaire and data were approved by Cronbach’s Alpha and face validity methods. Subsequently, the econometrics model of Logit was applied to test the hypotheses. The results suggest that for all types of Iranian goods in the North, and also for semi – durable and non- durable goods in the South of Tehran, the brand personality plays essential role in marketing strategy compilation. Nonetheless, in the South of Tehran and for the highly durable goods and durable goods the consumer budget plays a significant role in the compiling of marketing strategy.