Analysis Of The Mental Image Of Iranian Consumers Of Foreign Luxury And Widely Used Goods From Non-Marketing Symbols Of Seven Countries Of Origin
Journal Title: Advances in Social Sciences Research Journal - Year 2017, Vol 4, Issue 7
Abstract
Which country’s expensive, luxury and widely used goods should we buy? What are the non-marketing features of the country of origin as producer or exporter of commodity to Iran, and what is their importance in the mind of Iranian consumer? How are the mental images of various and different Iranian groups of seven known countries in Iran’s market, especially with the comparative perspective? This study seeks to explore the answers to these three questions. The study is a descriptive – explanatory and applied research based on the purpose, and quantitative and qualitative one according to variables, a cross-sectional one based on time and a surveying research according to the methodology. The sample size includes 92 citizens and consumers from four provinces of IRAN, including Kermanshah, Zanjan, Tehran and Qazvin. The target population has three parts: Members of the statistical society, five categories of selected luxury widely used goods and seven Country of Origin. The composition of these people consists of all educational degrees, different ethnic groups, distinct age ranges, various high and low-income jobs and people with different political and religious beliefs. Also, about 30% of the respondents have experienced travelling abroad. Data analysis was conducted by qualitative approach and the questionnaire had face and content validity. The mental images of citizens and consumers from various Iranian ethnic groups, of non-marketing symbols from seven countries of origin are as follows: USA: the symbol of diversity, Germany: symbol of regularity, Japan: symbol of perseverance, Turkey: Symbol of emulation, France: symbol of fashion, UAE: symbol of dependency and China: symbol of plethora. The fact is the future of Iranian market will belong more than before to China.
Authors and Affiliations
Mostafa Jafari, Hasti Sadeghi, Shakib Sadeghi
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