The relationship between barnd consciousness and consumer buying behavior of Iranian non-alcoolic beverages among sardshat Citizens

Document Type : Research Paper

Authors

1 PhD candidate in International Marketing،Faculty of Management and Economics، Tarbiat Modares University، Tehran, Iran

2 Corresponding Author Professor, Faculty of Management and Economics، Tarbiat Modares University، Tehran, Iran

3 Professor،Faculty of Management and Economics،Tarbiat Modares University,،Tehran، Iran

4 Associate Professor،Faculty of Management and Economics،Tarbiat Modares University،Tehran،Iran

Abstract

Iranian consumers are showing more conscious behaviors toward brands day to day. Therefore, the purpose of this study is studying brand consciousness and consumer buying behavior in relation to Iranian non-alcoholic beverages. The present study is applied in terms of purpose and descriptive survey in terms of data collection. The statistical population consists of non-alcoholic drinkers in the Sardasht border city. Among this population, 333 people who were randomly selected responded to the electronic questionnaire. The data were analyzed using SPSS and PLS. The results showed that the level of brand consciousness among non-alcoholic beverage consumers in Sardasht city is low. There is also a significant difference between the amount of brand consciousness of consumers based on income but there is no significant difference between the level of brand consciousness based on gender, age, marital status and education. Also, the results showed that there are negative and significant relationship between brand consciousness and the buying behavior of Iranian products and positive and significant relationship between Consumer ethnocentrism and the buying behavior of Iranian products. The result also showed that consumer ethnocentrismmoderates the relationship between brand consciousness and the buying behavior.

Keywords


  1. امیرشاهی، میراحمد و مظهری، شادی. (1386). بررسی میزان ملیت­گرایی مصرف‌کنندگان در صنعت لوازم خانگی کوچک در ایران. مجله مدیریت بازاریابی، 2(3)، 88-72.

    بهمنی، مهرزاد. (1391). بررسی میزان ملی­گرایی مصرفی، اعتماد به تبلیغات و تمایل به مصرف کالاهای داخلی در بین شهروندان 28 شهر کشور. فصلنامه پژوهش­های ارتباطی، سال 19، شماره 3(پیاپی 71)، صص 182-159.

    بیات، روح الله و فرقانی پیله رود، سانیا. (1394). تبیین شخصیت برند و بودجه مصرف‌کننده با ترجیحات و تصمیم به خرید کالاها. دو فصلنامه علمی-پژوهشی کاوش­های مدیریت بازرگانی، سال هفتم، شماره 14، صص 32-1.

    جزنی، نسرین؛ عزیزی، شهریار و حلوایی، علی عسگر. (1389). سبک­های تصمیم‌گیری مشتریان بر اساس مدل اسپرولز و کندال. چشم انداز مدیریت بازرگانی، شماره 3، پیاپی 36، صص 24-9.

    حدیدی، احسان؛ حدیدی زواره، عفت و دشمن زیاری، اسفندیار. (1395). میزان تمایل به مصرف کالاهای داخلی مصرف‌کنندگان ایرانی از دیدگاه اقتصاد مقاومتی. سال چهارم، ویژه‌نامه اقتصادی، صص 191-196.

    حسین زاده، علی؛ نیازی، محسن و شفائی مقدم، الهام. (1394). تبیین عوامل مؤثر بر گرایش شهروندان به مصرف کالاهای داخلی. موردمطالعه: شهروندان شهرستان کاشان. معرفت اسلامی، 7(1)، 54-35.

    حقیقی، محمد و حسین زاده، ماشااله. (1387). مقایسه میزان تمایل به مصرف کالاهای داخلی در تهران با سایر مناطق جهان و بررسی پیامدهای آن بر ارزیابی و ترجیح محصولات. پژوهش­های مدیریت در ایران، شماره 4، صص 139-104.

    خبرگزاری صداوسیما به نشانی: www.iribnews.ir

    رنجبریان، بهرام و قلی­زاده شغل آباد، رسول. (1388). قوم‌گرایی در مصرف و رابطه آن با میهن‌پرستی و گرایشات جهان‌وطنی در بین دانشجویان دانشگاه اصفهان. نشریه مدیریت بازرگانی، دوره 1، شماره 3، صص 106-87.

    سایت اتاق بازرگانی، صنایع، معادن و کشاورزی تهران به نشانی: http://www.tccim.ir

    سبزعلی پور، فرشاد؛ رضایی، زهرا؛ جوهری مقدم، مسعود و احمدی، میلاد. (1394). تأثیر سبک­های خرید بر رفتار مصرف‌کنندگان (موردمطالعه: زنان شهر ایلام). ماهنامه پژوهش­های مدیریت و حسابداری، شماره 15 و 16.

    شیخه پور، زانیار؛ مشبکی، اصغر؛ خداداد حسینی، سید حمید و منصوری موید، فرشته. (1397). بیگانگی مصرفی و رفتار خرید مصرف‌کننده درباره محصولات ایرانی. سیاست­های راهبردی و کلان، شماره ششم، شماره ویژه.

     قره چه، منیژه؛ عزیزی، شهریار و میرهاشمی، الهام السادات. (1392). شناسایی و مقایسه سبک­های تصمیم‌گیری خرید مصرف‌کننده میان بانوان شاغل و غیر شاغل در شهر تهران. فصلنامه علمی-پژوهشی تحقیقات بازاریابی نوین، سال سوم، شماره دوم، صص 24-1.

    محسنین، شهریار و اسفیدانی، محمدرحیم. (1396). معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی به کمک نرم افزار Smart-PLS: آموزشی و کاربردی. تهران: موسسه کتاب مهربان نشر.

    محمدیان، محمود و بخشنده، قاسم. (1393). بررسی عوامل مؤثر بر نگرش و قصد خرید سبز مصرف‌کنندگان. فصلنامه علمی-پژوهشی مطالعات مدیریت (بهبود و تحول)، سال بیست و سوم، شماره 75، صص 68-39.

    ملاحسینی، علی و جبارزاده، بهرام. (1390). بررسی تأثیر ریسک، ارزش و آگاهی قیمت بر تمایل به خرید کالاهای بازار خاکستری در استان کرمان. مجله علمی-پژوهشی تحقیقات بازاریابی نوین، سال اول، شماره اول، صص 22-1.

    میرابی، وحیدرضا و گلی، آرمین. (1395). بررسی رابطه بین قوم‌گرایی و تفکر جهانی مصرف‌کننده با تمایل به خرید محصولات خارجی از طریق تعدیل­گری قضاوت درباره محصولات داخلی. ماهنامه پژوهش­های مدیریت و حسابداری، شماره 29، صص 128-104

    1. Ergin, Elif. O. Akbay, Handan and Ozsacmac, Bulent. (2014). Insights into Consumer Preference of

          Foreign Brand Names: Reality or Myth? International Journal of Marketing Studies, 6(4): 157-164.

    Abdolvand, Mohamad Ali. Farzin, Milad. Merikhnejad Asl, Ali and Sadeghian, Mona. (2016). The Effect

       of Consumer Awareness on Consumer Ethnocentrism and Loyalty Regards to the Functions of

          International Brands. International Journal of Life Science & Pharma Research, Special Issue, Issue 2:

          102-114.

    Akagun Ergin, Elif and Ozdemir Akbay, Handan. (2010). Consumers’ Purchase Intentions for Foreign Products: An

          Empirical Research Study in Istanbul, Turkey. International Business & Economics Research Journal, 9(10): 115-

         122.

    Al Ganide, Saeb Farhan and Al Taee, Hameed. (2012). Examining Consumer Ethnocentrism Amongst Jordanians

          from an Ethnic Group Perspective. International Journal of Marketing Studies, 4(1): 48-57.

    Amirshahi, Mir Ahmad & Mazhary, Shadi, (2007), “Consumer Ethnocentrism in Small Appliances Industry of Iran”,

          Journal of Marketing Management, Vol. 2 No. 3, pp. 72-88 [in Persian].

    Bahmani, Mehrzad. (2012). Survey of Consumer Nationalism, Trust in Advertising, and Intention to Use Domestic

          Goods among Citizens of 28 Cities. Quarterly Journal of Communication Research, Vol.19, No.3 (71), 159-182

          [in Persian].

    Balakrishnan, Lalitha & M. Davey, Pavitra. (2017). A survey on brand consciousness among youth versus elderly

          people in chennai. International Journal of Research in Finance and Marketing, 7(1): 64-83.

    Bayat, Rouhollah and Forghani, Pilehrood, Sanya. (2016). Explaining brand personality and consumer budget with

          preferences and decision to buy goods. Two Quarterly Journal of Research in Business Management Research,

          seventh year, No. 14, pp. 32-1[in Persian].

    Bo van Grinsven Enny Das. (2015). Processing different degrees of logo change: when higher levels of brand

          consciousness decreases openness to substantial logo changes. European Journal of Marketing, 49(11/12).

          Permanent link to this document: http://dx.doi.org/10.1108/EJM-02-2014-0127.

    Brown, Brian Paul. (2007). Determinants of Brand Sensitivity in Organizational Buying Contexts. Dissertation,

          Georgia State University.

    Chakraborty, Samit. (2016). An Explanatory study on Indian Young Consumers’ Luxury Consumption: The

          Underlying Relationship of Interpersonal Influence, Brand Image, Brand Consciousness and Demographic Components with Luxury Brand Purchase Decision. International Journal of Current Engineering and Technology,

          6(2).

    Chandrasen, Abhirarm. (2015). Sojourner Consumer Behaviour: The Influence of Nostalgia, Ethnocentrism,

          Cosmopolitanism and Place Attachment. A thesis submitted in partial fulfilment of the requirements for the

          degree of Doctor of Philosophy at Lancaster University.

    Cheng, Lee-chuen. (2014). A Qualitative Research on Brand Sensitivity: Traditional Chinese Medicine Health

          Products. GSTF Journal on Business Review (GBR), 3(4): 75-80.

    Chryssochoidis, George. Krystallis, Athanassios and Perreas, Panagiotis. (2007). Ethnocentric Beliefs and Country-

         Of-Origin (COO) Effect, Impact of Country, Product and Product Attributes on Greek Consumers’ Evaluation of

         Food Products. European Journal of Marketing, 41(11/12): 1518-1544.

    Evanschitzky, Heiner. Wangenheim, Florian. Woisetschlager, David and Blut, Markus. (2008). Consumer

          ethnocentrism in the German market. International Marketing Review, 25(1): 7 – 32.

    Hadidi Zavareh, Effat & Doshmanziari, Esfandiar, (2017), “Tendency Rate to Use the Domestic Commodities in Iran

          According to Resistive Economy Point of View”, Quarterly Journal of Strategic and Macro Policies, Vol. 4,

          Special issue on Resistance Economics, pp. 169-191 [in Persian].

    Haghighi, Mohamad and Hosein Zadeh, Mashalah. (2010). Comparing the Tendency of Consumption of Domestic

          Products in Tehran with Other Countries and Examining its Effect on Products Evaluation and Preference. IQBQ.

          13 (4):103-13[in Persian].

    Hossein Zadeh, Ali; Niyazi, Mohsen and Shafai Moghadam, Elham. (2012). Explaining the factors affecting the

          tendency of citizens to use domestic goods. Case Study: Citizens of Kashan City. Islamic Knowledge, 7 (1), 54-

          35[in Persian].

    Huang, Hazel and Mitchell, Vincent-Wayne. (2013). Self-Brand Connection: The Role of Achievement and Brand

          Consciousness in Public versus Private Consumption Situations. Presented at 8th Global Brand Conference of

          the Academy of Marketing’s Brand, Identity and Corporate Reputation Special Interest Group, Catholic

          University Porto, Portugal.

    Ismail, Ahmed Rageh. (2017). The influence of perceived social media marketing activities on brand loyalty the

          mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1).

     Jazani, Nasrin, Azizi, Shahriar and Halvai, Ali Asgar. (2010). Customers Style Styles Based on Springs & Kendall

          Model. Business Management Perspective, Issue 3: 24-9[in Persian].

    Khan, Saira and Nasr, Mohamed. (2012). Impact of Lifestyle of Pakistani Women on Their Buying Behavior.

         International Review of Business Research Papers, 7(2): 292-309.

    Kim. Jae Young. (2016). Consumer behavior based on brand sensitivity and CSR activity type. Indian journal of

          science and technology, 9(40).

    Kiseol Yang, Jiyoung Kim & Youn-Kyung Kim. (2017). The effect of brand consciousness on interpersonal

          influences, brand values, and purchase intention: Cases for American and Korean college students. Journal of

         Global Fashion Marketing, 8(2): 83-97.

    Lee, Min-Young. Kim, Youn-Kyung. Pelton, Lou. Knight, Dee and Forney, Judith. (2008). Factors affecting

          Mexican college students' purchase intention toward a US apparel brand. Journal of Fashion Marketing and

          Management: An International Journal, 12(3): 294 – 307.

    Leo, Cheryl and Bennett, Rebekah and Cierpicki, Steve (2005) A comparison of Australian and Singaporean

          consumer decision-making styles. Journal of Customer Behavior 4(1): pp. 17-45.

    Liao, Jiangqun and Wang, Lie. (2009). Face as a Mediator of the Relationship between Material Value and Brand

          Consciousness. Psychology & Marketing, 26(11): 987–1001.

    Lu, Cheng. Zhen, Wang and Chen, Xiong. (2004). Consumer Ethnocentrism and Willingness to Buy Domestic

          Products in a Developing Country Setting: Testing Moderating Effects. Journal of Consumer Marketing, 21(6):

          391-400.

    Makanyeza, C. & Du Toit, F. (2017). Consumer Ethnocentrism in Developing Countries: Application of a Model in

          Zimbabwe. Acta Commercii- independent Journal in the Management Science, 17(1): 1-9.

    Malik, Muhammad Ehsan. Ghafoor, Muhammad Mudsar and Igbal, Hafiz Kashif. (2013). Importance of Brand

          Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer. International Journal of Business

          and Social Science, 4(5).

    Mazlan, Sofiyya. Ariffin, Shahira. Delaila Abd Aziz, Zarith and Mohd Yusof, Jamaliah. (2016). Factors Affecting

          Purchase Intention of Iphone Among Business Students in UiTM Puncak Alam, Selangor. International

          Academic Research Journal of Business and Technology 2(2): 57-62.

    Mazlan, Sofiyya. Ariffin, Shahira. Delaila Abd Aziz, Zarith and Mohd Yusof, Jamaliah. (2016). Factors Affecting

          Purchase Intention of Iphone Among Business Students in UiTM Puncak Alam, Selangor. International

          Academic Research Journal of Business and Technology 2(2): 57-62.

    Mirabi, Vahid Reza and Goli, Armin, (2016), “the relationship between ethnicity and global thinking of consumers

          with the desire to buy foreign products through the moderation of judgments about domestic products”, Monthly

          Journal of Management and Accounting Research, No. 29, pp. 104-128[in Persian].

    MISHRA, Anubhav Anand. (2010). Consumer Decision-Making Styles and Young-Adult Consumers: An Indian

          Exploration. University of Craiova, Faculty of Economics and Business Administration, Management and

          Marketing Journal, 2: 229-246.

    Mohammadian, Mahmoud and the Bakhshande, Ghasem. (2015). Investigating the Effective Factors on Attitude and

          Intent of Green Consumers' Shopping. Journal of Management Studies, No. 75, pp. 68-39[in Persian].

    Moholassini, Ali and Jabarzadeh, Bahram. (2011). Investigating the effect of risk, value and price awareness on the

          tendency to buy gray market goods in Kerman province. Journal of Research in New Marketing Research, First

          Year, No. 1, pp. 22-1[in Persian].

    Naved Khan, Mohd and Raza Rizvi, Shamear. (2010). Consumer Ethnocentrism: Validating the CETSCALE in India.

          IMS Manthan (The Journal of Mgt., Comp. Science & Journalism), 5(1).

    Nayeem, Tahmid and Casidy, Riza. (2015). Australian consumers’ decision-making styles for everyday products.

          Australasian Marketing Journal, doi: 10.1016/j.ausmj.2015.01.001.

    Nelson, Michelle R and McLeod, Laurie Ellis. (2005). Adolescent brand consciousness and product placements:

          awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6): 515-

          528.

    Ngoc Quang, Nguyen. DinhChien, Truong & Hoai Long, Nguyen. (2017). The Effects of Consumer Ethnocentrism

          and Consumer Animosity on the Willingness to Buy with the Mediating Role of Products Judgments: Children's

          Food Case. Advances in Economics and Business 5(8): 466-475.

    Nguyen, T. D. Nguyen, T.M. and Barrett, N. J. (2008). Consumer Ethnocentrism, Cultural Sensitivity, and Intention

          to Purchase Local Products-Evidence from Vietnam". Journal of Consumer Behavior, 7: 88-100.

    Othman, Md Nor. Ong, Fon-Sim and Wang, Heng-Wai. (2008). Demographic and Lifestyle Profiles of Ethnocentric

          and Non-Ethnocentric Urban Malaysian Consumer. Asian Journal of Business and Accounting, 1(1): 5-26.

    Parts, Oliver and Vida, Irena. (2011). The Effects of Consumer Cosmopolitanism on Purchase Behavior of Foreign

    1. Domestic Products. Managing Global Transitions, 9(4): 355-370.

     Qarcheh, Manijeh, Azizi, Shahriar and Mir Hashemi, Elham Sadat. (2013). Identifying and comparing decision

          making styles of consumer purchasing among employed and non-employed women in Tehran. Journal of

          Research in New Marketing Research, Third Year, No. 2, pp. 24-1[in Persian].

    Radder, Laetita. Li, Yuejin and Pietersen, JJ. (2006). Decision-Making Styles of Young Chinese, Motswana and

          Caucasian Consumers in South Africa: An Exploratory Study. Journal of Family Ecology and Consumer

          Sciences, Vol 34: 20-31.

    Radder, Laetitia and Huang, Wei. (2008). High-involvement and low-involvement products. Journal of Fashion

          Marketing and Management: An International Journal, 12(2): 232-234.

    Ranjbarian, Bahram and Gholizadeh Shoghl Abad, Rasoul. (2010). Consumer Ethnocentrism and Its Relation with

          Patriotism and Cosmopolitanism Characteristics among Students of University of Isfahan. Journal of Business

          Management, 1(3) [in Persian].

     Sheikhepoor, Z. Moshabaki, A. Hosseini Khodadad. S. H. Moayad Mansouri, F.

          (2019). Consumer Xenocentrism and Consumer Buying Behavior Whit Regard to Iranian Products. Quarterly

          Journal of the Macro and Strategic Policies, Special Issue Products Iranian to Regard with Behavior Buying

          Consumer and Consu. [in Persian].

    Sabz AliPour, Farshad, Rezaei, Zahra, Johary Moghaddam, Massoud and Ahmadi, Milad. (2015). The Impact of

         Shopping Styles on Consumer Behavior (Case Study: Women in Ilam City). Monthly Journal of Management and

          Accounting Research, No. 15 & 16[in Persian].

    Salim, M. H and Raj D, Praven. (2010). A study on brand consciousness among children and its impact on family

          buying behavior. Journal of contemporary research management, pp 15-26.

    Sarmad, Iraman. (2015). Factor affecting consumer purchase intention toward multinational apparel brands. Journal

          of Basic and Applied Scientific Research, 5(6): 1-6.

    Shabbir, Javeria and Safwan, Nadeem. (2014). Consumer Shopping Characteristics Approach and Gender Difference

          in Pakistan. Journal of Marketing Management, 2(2): 1-28.

    Shan Ding, Qing. (2013). The Effects of Country of Origin, Consumer Ethnocentrism and Consumer Animosity on

          Product Preference and Willingness to Buy, A Study of Urban Adult Chinese Consumer. Thesis Submitted in

          Partial Fulfilment for the Award of Doctor of Philosophy, De Montfort University.

    Sharma, Piyush. (2015). Consumer Ethnocentrism: Reconceptualization and Cross-Cultural Validation. Journal of

          International Business Studies, 46(3): 381-389.

    Siddiqui, Khizer Ahmed. Sher Ali Tarani, Saima. Anwar Fatani, Sobia. Raza, Ali. Muzamil Butt, Rehan and

          Azeema, Nusrat. (2016). Effect of size, location and content of billboards on brand awareness. Journal of Business

          Studies Quarterly, 8(2).

    Sobia, Siddique and Zaki Rashidi, Muhammad. (2015). Influence of Social Media on Brand Consciousness: A Study

          of Apparel in Karachi. Global Journal of Management and Business Research: eMarketing, 15(6).

    Sproles, G. B. and Kendall, E. L. (1986), “A Methodology for Profiling Consumer Decision-Making Styles”, The

          Journal of Consumer Affairs, Vol. 20, No. 2, pp. 267-79.

    Sundari, R. (2014). Brand consciousness of women consumer. Proceedings of the Second International Conference

          on Global Business, Economics, Finance and Social Sciences (GB14Chennai Conference), Chennai, India.

    Wanninayake W.M.C. Bandara. (2014). Consumer Decision-Making Styles and Local Brand Biasness: Exploration

          in the Czech Republic. Journal of Competitiveness, 6(1): 3-17.

    Workman, Jane E. and Lee, Senug-Hee. (2013). Relationships among consumer vanity, gender, brand sensitivity,

          brand consciousness and private self-consciousness. International journal of consumer studies, 37(2): 206-213.

    Ye, Lilly. Bose, Mousumi and Pelton, Lou. (2012). Dispelling the collective myth of Chinese consumers: a new

          generation of brand conscious individualists. Journal of Consumer Marketing, 29(3): 190-201.

    Yi-Cheon Yim, Mark. L. Sauer, Paul. Williams, Jerome. Lee, Se-Jin and Macrury, Iain. (2014). Drivers of attitudes

          toward luxury brands. International Marketing Review, 31(4): 363 – 389.