A new approach for classifying consumers based on brand influence and factors affecting it

Ahangari, Sedighe; Mojaveian, Seyed Mojtaba; Eshghi, Foad; Setareh, Javad

doi:10.22034/cbsj.2024.140544.2657

A new approach for classifying consumers based on brand influence and factors affecting it

Document Type : Research Paper

Authors

¹ Department of Agricultural Economics, Faculty of Agricultural Engineering, Sari Agricultural Sciences and Natural Resources University, Iran

² Agricultural Economics Department, Faculty of Agricultural Engineering, Sari Agricultural Sciences and Natural Resources University

³ Agricultural Economics Department, Faculty of Agricultural Engineering, Sari Agricultural Sciences and Natural Resources University.

⁴ Psychiatry and Behavioral Sciences Research Center, Addiction Institute, Mazandaran University of Medical Sciences,

10.22034/cbsj.2024.140544.2657

Abstract

Separation of brand effect and product quality in foodstuff is an important challenge in determining the value of a brand. Our study has been carried out with two objectives: firstly, the classification is based on the degree of influence of the brand on buyers' preferences, and secondly, it is Identification and measurement the factors affecting on the relationship between brand and preferences. For the first, a new approach has been proposed in which people show their preferences between similar products; by determining their sense of taste in two repetitions with and without knowing the brand. At the end of the first stage, people were divided into four categories based on the level of influence from no effect to full effect. Ordinal logit regression was used for the second purpose. Stirred yogurt was selected. Four Brands that have the largest share of dairy district market were used as competing brands. Data was collected through sampling from 192 students in 2023. Results showed that more than half of cases formed their preferences based on quality (first group). On the other hand, fewer people completely changed their preferences when introduced to the brand (fourth group). After estimating it is determined that gender and age did not show a significant impact on brand impressionability. But the amount of consumption and attention to the brand has a significant impact (P<0.1). By resulting, it is suggested that companies should invest more for quality than advertising. Also, dividing the market into high and low-consume is more effective.

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