چکیده:
The purchase and use of goods by consumers is more a function of advertising and influenced by brands than it is a function of need. In Iran, studies focusing on the importance of considering consumer criteria in choosing imitation brands are very limited; therefore, the effective criteria for choosing imitation brands in consumer goods were extracted using library studies, review of previous research, and conducting interviews, and the most important ones were placed in a list using the fuzzy Delphi method. In this research, simple random sampling was used to select the sample; first, a questionnaire was designed in two sections: demographic and examining the importance of criteria, and it was randomly and electronically provided to five hundred people to answer. Thus, the effective criteria for choosing imitation brands in consumer goods were prioritized using the fuzzy TOPSIS method. Finally, based on the obtained results, suggestions and policy-making solutions in this field are presented.
خلاصه ماشینی:
In Iran, studies focusing on the importance of consumer criteria in selecting imitation brands are very limited; therefore, the effective criteria for selecting imitation brands in consumer goods were extracted using library studies, reviewing previous research, and conducting interviews, and the most important ones were placed in a list using the fuzzy Delphi method.
Thus, the effective criteria for selecting imitation brands in consumer goods were prioritized using the fuzzy TOPSIS method.
In this research, by identifying the factors influencing the selection of imitation brands of consumer goods and ranking them using the fuzzy TOPSIS method, we will find out what criteria influence customer choices and how customers evaluate imitation brands.
Therefore, the apparent similarity causes some customers to mistakenly believe they have purchased the original brand when making their selection (Foxman, Berger & Cote, 1992), but this factor, according to Sasa’s (2006) study, has little effect on luxury goods.
In a study conducted by Heidarzadeh, Alvani and Gholandari (1389) on two durable goods, it was pointed out that the power of the brand in society can influence customer attitudes and their evaluation when purchasing that product.
533045 Conclusion In this research, by using the fuzzy TOPSIS method to identify the effective parameters on customer selection when facing imitation brands in the field of consumer goods, practical and useful results were obtained.
Considering the identification and ranking of effective criteria, the type of consumer goods can be considered as the most influential factor in customer selection for the imitation brand.
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