Mapping Consumers' Mental Model of Iranian products

What has become a challenge in Iran and in the current state of the country is the consumer's view of the superiority of foreign products. According to domestic studies, the tendency of Iranian consumers to buy Iranian goods is less than optimal. This issue has become one of the concerns of Iranian officials and producers. Each consumer has preconditions for choosing the products they want, and each person forms a system of personal structures and uses it to mean the world around them. In other words, the behavior of individuals is guided by these cognitive structures, which, if correctly identified, lead to a deeper and more coherent understanding, as well as the creation of new insights on the subject under study for researchers.In this regard, fifteen consumers with high involvement about the country of origin were interviewed according to Zmet technique and consensus map of Iranian products were elicited. This map contains thirty-seven mental constructs and constructs such as “throw out money”, “unreliability”, “feel cheated” lack of innovation”, “lack of trust”, “avoiding the Iranian products”, “poor design”, “low attractiveness” and “lack of beauty” are seen among them.Finally, the relationship between constructs is analyzed and the central constructs include “low durability”, “low productivity and fraud in production” and “low quality” that control a large number of constructs which cause their arousal in the minds of people are elicited and recommendations are provided based on the consensus map