Identify And Evaluate The Factors Influencing Brand Selection In The Industry Home Appliances And Audio-Visual, From The Perspective Of Customers(Case Study, Tabriz Home Appliances And Audio Video)

Most managers see the brand as a concept that creates awareness, self-awareness and prominence in the market. In essence, they emphasize visual features as a source of distinction. The aim of this study was to identify and evaluate the factors influencing brand selection in the home appliance and audio-visual industry from the perspective of customers. The method of the present study is descriptive survey that library and field methods were used to collect data. The statistical population of the present project is all customers of this market in Tabriz shopping centers. The sample was selected by non-probabilistic method available. By proposing six hypotheses about quality, reputation, availability, price, after-sales service and user experience The general results of data analysis showed the confirmation of the researcher's hypotheses and the effect of the above factors on customer selection. Using the correlation test, it was found that the ability of user experience has the greatest impact and availability has the least impact on customer choice, and using the Friedman test, the independent variables were ranked in the following order: quality, price, availability, warranty and After-sales service, user experience, reputation