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Essential Factors Affect Consumer Buying Decision Adapted by Snowa Company With Reference to Refrigerator

Kazemzadeh, Elaheh | 2011

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 41657 (54)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Management and Economics
  6. Advisor(s): Miremadi, Alireza; Birjandi, Heshmat
  7. Abstract:
  8. Consumers make buying decisions every day and managers or marketers try to understand why, when, where and how consumers make decisions to buy a product. One complex duty of managers is to understand consumer buying behavior in order to adapt their effort to consumers’ interest. Many studies gathered possible influent factors on consumer buying decisions that should consider as a basic of marketing strategy effort. In this time due to appearance large competitors and producers in the market of home appliance in Iran, consumers have more choice to select and purchase one product among different brands. In addition, high volume of advertizing, consistency of preliminary attribute among competitors and also similar price of products which are produced by internal manufacturers have increased possible buyer’s selection. In order to have a better market share and increase sales, managers and marketers should be sensitive about consumer behavior and their decision making for purchasing a refrigerator as one major product of home appliance. This study found significant factors which affect refrigerator consumers’s decision in the Iranian market (consumer behavior) and recommended Snowa Company to improve its marketing strategy. A questionnaire was designed to measure customers’ response towards vital attributes in selecting a refrigerator as one the main products in home appliances, furthermore, it also equips Snowa marketing manager to construct the Marketing strategy accordingly which is commentated with discovered attributes among the respondents in this survey .The researcher studied 210 respondents in this research from Tehran and Esfahan provinces. From this study, the researcher discovered the main attributes which significantly affect the mind of customer in buying decision process. Therefore, these are the factors which should be considered while planning the marketing strategy in Snowa Company. This study will help Snowa Company to build strong brand among domestic home appliances produces .Thus in return, it will help Snowa Company to increase the sales and market share substantially.
    This study can contribute to all home appliance products in Iran as one practical and executive source to understand consumer’s behaviors and attitudes towards the Iranian market and help them to analyze consumer buying decision process which is considered as one of the complicated processes in marketing
  9. Keywords:
  10. Marketing Mix ; Brand ; Consumer Buying Behavior

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