dentification of the most important factors in the decision making of consumers in choosing domestic products with the aim of improving the pattern of using Iranian goods (In line with the year of support for national production)

Subject Areas : Futurology

Firozeh HajialiAkbari ¹ , narges sadighian ²

1 - Head of Department and Faculty Member of Zanjan Azad University
2 - islamic azad university,zanjan branch,zanjan,iran

Received: 2018-04-23 Accepted : 2018-09-25 Published : 2019-06-22

Keywords: Iranian Goods, Consumer Behavior and Decision making, Consumer Pattern,

Abstract :

The pattern of consumption of households is changing over time through cultural, social and income developments, and it is expected that, as a consequence, producers and economic planners will move in line with the market and meet the needs of production, import of goods and, in general, the kind of attitude to Construct consumer goods in a realistic and consistent manner with accurate statistics and information. The main objective of this study is to identify and prioritize the most important factors influencing consumer decisions in choosing domestic products with the aim of presenting a pattern of consumption of Iranian goods in the future. The research method is Delphi method, which was conducted by interviewing 34 consumers who had the knowledge and knowledge about Iranian and foreign products. The variables were extracted and after making the questionnaire and verifying its validity, and calculating the geometric mean of the most repetitive variables Consensus was made using MICMAC software. Data analysis and analysis were finalized. Based on the final model presented in the study, it was found that seven variables have the most effect on the tendency of consumers to use Iranian goods. Include: quality, price, product function, packaging, regret after purchase (doubts), Design and warranty, which Iranian manufacturers of goods can use to prioritize these factors in the direction of production and market entry.