Brand Cognitive Constructs Repertory Grids (BCR) with Emphasis on Consumers' Gender in the Framework of George Kelly's Theory and Rep Test

This study has been done considering the role of personal Constructs in the behavior of the consumers of different brands and in order to studying the relationship between the personal and Cognitive complexity of consumers of different brands of cell phones and their genders and content analysis of personal constructs . The current study is and applied type of research and its method of comparison. The sample of this research is 60 students of bachelor degree (30 female and 30 males) and the sampling is random clustering sampling. 7 brands of cell phone (Nokia, Sony Erickson, Samsung, Apple, Blackberry, HTC, and LG) were provided to the sample group for studying and the related data was collected with the use of Rep test. The collected data were analyzed with the use of descriptive statistical, t-test and Whitney Yoman and the resulted data were analyzed by the qualitative method from the point of view of cognitive Constructs and the mentioned brands.Considering the comparison of the average of the two groups, there is a significant difference between the personal constructs of the female and male consumers. Findings of the content analysis indicate a difference between the cognitive constructs of these two groups relating to the mentioned brands.since the cognitive Constructs related to one brand and also the subject of the constructs of its consumers, is considered as the basis of the consumption behavior of them, the significance relation between the gender and the number and classification of cognitive structures indicate that effective management of the brand in Iran is related to the gender and cognitive Constructs and their personal constructs in relation to the brand.