The Profound Scenario of Consumer Buying Behavior, Brand Development and IMC Strategy in Iranian Home Appliance

Alieza Miremadi¹ Pegah Emami Eghlimi²

1) Dean & Assistant Marketing Professor at Graduate School of Management at Sharif University of Technology –International Campus
2) MBA (Marketing), Tehran University – International Campus

Publication : 3th International Conference on management and industrial engineering(3icmi.com)
Abstract :
Understanding the consumer behavior is an important concept in marketing because the consumers makes different decisions and change their decision on daily basis, therefore consumer decisions are influenced by various factors. Consumers have more choice to select and purchase one product among different brands, furthermore high volume of advertising, consistency of similar attribute among competitors and almost similar price of products produced by domestic manufacturers have increased possible buyer choice of selection these days. This study profoundly reviewed essential factors that influence on consumer buying behavior and their decision in Iranian home appliances market to prepare the precise marketing strategy. A questionnaire was designed to measure customers’ response towards vital attributes in selecting home appliances in Iran. This study can contribute to all home appliance products in Iran as one practical and executive source to understand consumer’s behaviors and attitudes towards the Iranian market and help them to analyze consumer buying decision process which is considered as one of the complicated processes in marketing, furthermore will help Home appliances Company to build strong brand among domestic home appliances produces .Thus in return, it will help Company to increase the sales and market share substantially. The outcome of this research strongly suggest that Company should use push strategy when it develops a strong sales force system and trade promotion activities to create demand for a home appliances and increase market share. The study also provides solution to take an advantage of pull strategy when they are deciding to capture untapped market especially in rural segment. Company requires strong brand image, promotional mix with to inform and persuade customer or prospects to buy or try Home appliances.
Keywords : Brand CBB IMC Strategy Home Appliance Iran