Identification and analysis of factors affecting the preference of domestic products over foreign counterparts by Iranian consumers (case of study: food, cosmetic and electrical products)

Subject Areas :

Shahriar Azizi ¹ , Hesamedin Nemati ² , naghmeh kamrani ³

1 - Associate Professor, Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
2 - Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
3 - Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

Received: 2025-02-11 Accepted : 2025-05-08 Published : 2025-05-05

Keywords: consumer behavior, domestic product, foreign product, brand attitude, country of origin.,

Abstract :

EXTENDED ABSTRACT:

Purpose: In the present study, consumers' opinions on three groups of food, electrical, and cosmetic products were collected in two qualitative and quantitative studies

Methodology: In the first (qualitative) study, a semi-structured interview was conducted in four areas including preference for domestic and foreign food products and its reasons, preference for domestic and foreign electrical appliances and its reasons, preference for domestic and foreign cosmetic products and its reasons, and prestige of foreign products and its reasons. In the second (quantitative) study, a questionnaire was developed and distributed to a larger sample, and the average of the products and their reasons for preference were compared with the median of the measurement scale, which indicated that consumers preferred Iranian products and their reasons for preference.

Discussion and Results: The findings of the two studies show that domestic consumers are more inclined to Iranian agricultural products, protein products, snacks, beverages, and dairy products than to these foreign-branded products. The preference for foreign products in this industry is due to the lack of production of some products (such as beverages, coffee, bananas, etc.) within the country. Domestic consumers are more inclined towards Iranian health products than foreign brands, and some people are inclined towards skin and hair care products produced abroad due to the quality and sensitivity of the product, while others are inclined towards these products with domestic brands due to their compatibility and high standards. Domestic consumers are also more inclined towards audio-visual products and kitchen appliances produced abroad than domestically, this preference is in terms of product quality and durability.

Conclusion: The results indicate that in order to strengthen consumers' preference for domestic products, more attention should be paid to strengthening trust in national production and increasing the availability of products in various industries. Also, focusing on improving the quality and prestige of domestic products, especially in the electrical appliance industry, can have a significant impact on changing consumer attitudes.

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