An Investigation into Factors that Affect Brand Choice Using Factor Analysis Approach
Author(s):
Abstract:
Nowadays, the importance of brand concept is so high that some researchers believe that brand is a perfect product and argue that most of the time customers instead of buying a product, buy the brand. Therefore, recognizing the factors influencing brand choice and investigating the specific features of brand is of importance and requires various studies. The present study aimed at investigating into factors that affect brand choice. The methodology of this study was applied research and for data collection, survey approach was used.The statistical population consisted of buyers in Shiraz and statistical sample based on Factor Analysis were 400 buyers (sampling
Method
regional method). Based on statistical analyses, 30 factors that affect brand choice were categorized in 9 classifications; five factors, namely the simplicity of brand's pronunciation, non-ambiguity of brand, simplicity of brand memorization; writing language and understandability of brand, were classified as the important ones. Further, based on qualitative analyses, result revealed that “past experience of buying” for respondents affects in brand choice to a great extent.Keywords:
Language:
Persian
Published:
Journal of Marketing Management, Volume:6 Issue: 10, 2011
Page:
47
magiran.com/p949902
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یکساله به مبلغ 1,390,000ريال میتوانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.
In order to view content subscription is required
Personal subscription
Subscribe magiran.com for 70 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!