دانلود رایگان ترجمه مقاله تاثیر وفاداری برند بر نیت خرید مواد آرایشی در مشتریان زن ایرانی (نشریه Textroad 2012)

تاثیر وفاداری برند بر نیت خرید مواد آرایشی در مشتریان زن ایرانی

The Influence of Brand Loyalty on Cosmetics purchase Intention of Iranian Female Consumers

Abstract

The purpose of this research is to investigate the relationship of factors affecting brand loyalty on purchase intention by using cosmetic of female consumers in Iran. Factors affecting of brand loyalty are brand name, product quality, price, design, promotion, service quality and store environment. A total of 408 questionnaires were distributed to female cosmetic consumers aged between 16-45.The survey was distributed at Tehran city at three malls. The proposed relationships have been tested using structural equation modelling (SEM) with lisrel and visual PLS. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetics purchase intention. The objective of the analysis is to find out whether there is significant relationship between the variables. A scale of overall purchase intention in cosmetic sector was obtained, composed of seven factors and represented by 29 items that are significant for their measurement.

۱ Introduction

In today’s society, beauty and physical attractiveness are constantly emphasized as desirable and admirable characteristics [1,2,3].

Iran has emerged as the world’s seventh largest consumer of cosmetics $us2.1 billion ($A2.26 billion) annually on various beauty products, the state-run English-language Iran daily newspaper reports. The report’s findings indicate Iranian women and girls, generally urban and between the ages of 16 -45, spend a per capita average of about $7 each month on cosmetics. Tehran is the capital and the largest city in Iran. The city had an estimated population of 14785000 in 2011. Tehran has grown to be a cosmopolitan metropolis. Its rapid development and urbanization, coupled with the relatively high average income of its population, has transformed Tehran. Buying behavior is heavily influenced by the values, norms, and expectations of Islam. The extended family is the foundation of rural and urban society, and thus there is a strong sense of loyalty to the clan or family. Therefore, one can imagine the intensive social interaction that takes place in Tehran and its impact on Iranian females purchase intention. This study analyzes the factors influence of brand loyalty on Iranian female on purchase intention.

The objective of this study is to brand loyalty factors on consumers’ purchase intention. In the next section, we review the relevant literature and discuss the conceptual framework. Then we develop several hypotheses to be tested and describe the empirical approach and data collection. The last section outlines the implications of our findings and discuss for future research.