Identifying the factors influencing brand preferences from the customer perspective (Case study: Customers of ParsKhazar in Rasht)

Asghar Dayi Fard¹ Seyyed Mahmoud Shabgoo Monsef²

1) Master of financial management, institute of higher education, Rasht, Iran
2) Islamic Azad University, Ph.D. in business administration-mketing, Rasht, Iran

IOI Code : XAFZ-DBDFC
Publication : International Conference on Sustainable Management in International Business and Economics(smb2018.com)
Abstract :
    Present research aims to identifying the factors influencing brand preferences from perspective of customers of Pars Khazar in Rasht. This study is descriptive and in terms of aim is functional. Based on data collecting, is survey. Data collecting tool is questionnaire including 24 questionnaires to examine all variables of research. To test variables, the 5-point Likert was used. Validity of questionnaire validated by experts and reliability tested through Alpha Chronbach and confirmed. Population of study was all employess of education organization in Rasht. Using Cochran formula, 418 samples was examined. To test hypotheses, Structural Equation Modeling and partial least squares was used. Results indicate that all of independent variables have significant effect on customers brand preferences and all of hypothesis accepted in this research.

Keywords : brand preferences perceived quality pars khazar company partial least squares