An Investigation of the Relationship between Demographic Factors and Consumers' Perception of the Brand of Domestically Produced Goods in line with the Production Leap

This study in intended to investigate the relationship between demographic factors, including gender, age, education, marital status, and income, on customers’ perception and selection of domestically produced goods with Persian and English brands. More precisely, this study is an attempt to find out consumption patterns in a statistical population sample, as well as the effect of these demographic factors on how consumers choose domestic goods from Persian and English brands. Through a survey method with a questionnaire, data related to the perception of different consumers in terms of demographic factors, in dealing with Persian and English brands in the Shahrvand stores of Tehran Municipality, district 2 and 5, and five hypotheses were tested. The research data was collected and analyzed using SPSS software and chi-square tests and regression analysis. The findings indicated that a significant relation existed between these demographic factors and the tendency to use English brands among the educated customers with high incomes.