The Factors Affecting on Citizen's Tendency towards the Domestic Consumption of the Products, A case Study on Citizens of Kashan

One of the policies of Moqavemah (Resilience) economics is boosting national production and promoting domestic consumption. In this paper we deal with the effective factors on citizen`s tendency towards domestic consumption quantitatively and in a rather vast number of consumers. The data of this social survey have been collected by questionnaires. The statistical population includes all the citizens of Kashan over the age of 15 in the year 1392. Using Cochran sampling formula, 605 people were randomly chosen and analyzed. The findings show that the variable of national identity has a modest effect and 35% of the total effect is the top of list, the satisfaction of foreign products with -25% of the total effect, and the variables of satisfaction of domestic products and TV advertisements are respectively ranked in the next levels with a minimal effect. Q2 shows that the predictions of the model are satisfactory. Moreover, given what is understood from Matrix on importance-function, TV advertisements are important, but they could not have a great impact on promoting domestic consumption.