The Relationship between Trust and Consumer Confidence with Acceptance of Retail Brands (Case Study: Hakoopian)

Subject Areas : Jounal of Marketing Management

A. Bajlan ¹ , M. Mansoori ² , R. Sha′abani ³

1 - دانشگاه آزاد اسلامی، واحد اراک، باشگاه پژوهشگران جوان، اراک، ایران
2 - دانشجوی کارشناسی ارشد مدیریت بازرگانی- بازاریابی، دانشگاه آزاد اسلامی، واحد اراک، اراک، ایران
3 - دانشگاه آزاد اسلامی، واحد اراک، باشگاه پژوهشگران جوان، اراک، ایران

Received: 2014-06-29 Accepted : 2014-06-29 Published : 2014-06-22

Keywords: Perceived benefits, Trust, confidence, attitudes, Intention, Brand,

Abstract :

Purpose: The purpose of this research is to investigate the relation of trust and reliance of consumerswith the acceptance of retail detergents brandsMethodology: The population of the research consists of all the customers of Hakoopian stores of Tehran in the year 1391, 450 people are chosen as the sample and the questioners distributed among these people and of these questioners 390questioners were analyzed. Tools for information collection in questioners were standard and consist of 17 questions the reliability coefficient of this questioner was 0.92 that was calculated by distributing 30 questioners and using Cronbach’s alpha. To analyzing the data and testing hypotheses SPSS software is used.Findings: Analyzing the testing hypotheses in this research showed that consumers’ attitude of the retail detergents brands has positive relation with their purchase intention. Our analysis shows that there is linear and direct relationship between the consumers’ attitude of retail detergents brands and their purchase intention. Perceived benefits of retail detergents brands have positive relationship with the consumers’ attitude. Consumers’ trust on retail detergents brands has positive relationship with their perceived benefits. Consumers’ reliance on retail detergents brands has positive relationship with their perceived benefits.Practical implications: The variables of “trust” and “confidence/pessimism” facilitate a more effective utilization of the marketing mix with regard to retail brands.Originality/value: The paper provides novel insights into consumer behavior with regard to detergent retail brands. In particular, the variable of “confidence/pessimism” is especially relevant in the context of the prevailing adverse economic conditions.