Document Type : Original Article
Authors
1 Technology Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 International Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
Abstract
Given the slogan for Iranian years 1397 and 1398 “supports the national production” and “production boom”, the impact of Iranian consumers buying behavior in their country’s economy has become an important issue. In this research, the Hacoupian Clothing Corporation has been selected as our case study to investigate this issue in the Iranian apparel industry. First, the effective variables and factors in changing the consumer buying behavior are identified by exploratory factor analysis method. Second, the impact of these variables and factors are analyzed on the Iranian apparel consumption by confirmatory factor analysis method and finally, a comprehensive model is presented to promote Iranian domestic consumption. Research findings reveal five prioritized effective factors that are changing consumer buying behavior toward Iranian apparel consumption. These factors are: 1. identity factors, 2. product differentiation, 3. consumer orientation, 4. marketing techniques, and 5. consumer relationship channels.
Keywords
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“A study on the impact of consultants’ nonverbal communication on consumer satisfaction, trust, and long-term relationship orientation of the client firmˮ, Indian J. Sci. Technol., vol. 9, no. 26, pp. 1-8, 2016. [55] Y.H. Choi and H.J. Choo, “Effects of chinese consumers’ relationship benefits and satisfaction on attitudes toward foreign fashion brands: the moderating role of country of salespersonˮ, J. Retailing Consum. Serv., vol. 28, pp. 99-106, 2016. [56] T. Daugherty, E. Hoffman, K. Kennedy, and M. Nolan, “Measuring consumer neural activation to differentiate cognitive processing of advertising: revisiting krugmanˮ, Eur. J. Market., vol. 52, no. 1, pp. 182-198, 2018. [57] J.S.H. Lee and H.J. Ro, “The impact of online reviews on attitude changes: the differential effects of review attributes and consumer knowledgeˮ, Int. J. Hosp. Manag., vol. 56, pp. 1-9, 2016. [58] W.-C. Tsao and M.-T. Hsieh, “eWOM persuasiveness: do eWOM platforms and product type matter?ˮ, Electron. Commer. Res., vol. 15, no. 4, pp. 509-541, 2015. [59] H.-W.Wang and D.-R. Chen,“Economic recession and obesity-related internet search behavior in taiwan: analysis of google trends dataˮ, JMIR Public. Health Surveill., vol. 4, no. 2, pp. e37, 2018. [60] S.S. Brehm and S.M. Kassin, Social Psychology, 2nd ed., Boston: Houghton Mifflin, 1993, 681 pages.
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