Loading...
Please wait, while we are loading the content...
Similar Documents
A Study of Factors Affecting on Customers Purchase Intention Case Study : the Agencies of Bono Brand Tile in Tehran
| Content Provider | Semantic Scholar |
|---|---|
| Author | Mirabi, D. |
| Copyright Year | 2015 |
| Abstract | This study aimed to investigate the factors affecting on the purchase intention of Bono brand tile customers. In this study, a researcher-made questionnaire with 25 questions was used. The statistical population included the customers of Bono brand tile, through which 384 people were selected random sampling to respond research questionnaire. To assess questionnaire validity, content validity and construct validity were used and its reliability was measured through Cronbach's alpha as 0.936. Data resulted from research questionnaire, were analyzed by the use of confirmatory factor analysis and multiple regression analysis. Therefore, based on the results of this study, the variables of product quality, and brand advertising and name had the highest impact on customers' purchase intention, but the two variables of packaging and price didn't have a significant impact on customers' purchase intention. Keywords— product quality, advertising, brand name, packaging, price, purchase intention, Bono |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.jmest.org/wp-content/uploads/JMESTN42350395.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
