An Investigation of Influential Factors in Choosing Brands of Washing Products by Female Isfahanis Customers

Subject Areas : Jounal of Marketing Management

H. Karamian ¹ , A. Shekarchizadeh ² , R. Rismankarzadeh ³

1 - دانشجوی کارشناسی ارشد مدیریت اجرایی-گرایش بازاریابی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران
2 - گروه کارشناسی ارشد مدیریت، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران
3 - دانشجوی کارشناسی ارشد مدیریت اجرایی- گرایش بازاریابی، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران

Received: 2015-06-04 Accepted : 2015-06-04 Published : 2015-06-22

Keywords: Brand, Iranian Brand, Foreign Brand, Brand Selection, Factor analysis,

Abstract :

The present study is an investigation of the influential factors in how Isfahani women select detergent brands: Iranian (Golrang) or other (Peril)? This study is functional in purpose and descriptive-survey in methodology. The research population consists of female users of Peril and Golrang in Isfahan. Cochran formula was used to determine the population which finally amounted to 320 questionnaires. The findings reveal some 29 chief influential components which were sorted into 8 factors. These factors determine the motive of purchase for more than 66% of Golrang product and more than 71% of Peril product. Out of these 29 components, 5 were found to be the most important in selecting Golrang: distinction of product, Washing quality, aroma, compatibility with skin, the power of lathering. The most important components for Peril were: newness of name, distinction between this product and the others, washing quality, aroma, compatibility with skin, and power of lathering.