An Empirical Study of Consumer Buying Behavior and Its Influence on Consumer Preference in Iranian F.docVIP

An Empirical Study of Consumer Buying Behavior and Its Influence on Consumer Preference in Iranian F 　　[a]Marketing Professor MBA Director, International Campus, Sharif University of Technology, Iran. 　　[b]MBA graduated from International Campus, Sharif University of Technology, Iran. 　　*Corresponding Author. 　　Address: International Campus, Sharif University of Technology, Iran. 　　Received 6 July 2012; Accepted 15 August 2012 　　Abstract 　　This research is to evaluate the attributes which influence on consumer buying behavior and their preference in Iranian FMCG market. In this study 700 questionnaires were distributed and 374 questionnaires were returned providing a 53.4% response rate. The questionnaire used five point Likert scale. To achieve diverse response from a expand scope of ideas, age, education, income and type of occupation used; different places such as shopping center, club and university. The respondents were asked to reflect the range of the amount of impact of variables on measured variable (shampoo attributes) from very high to very low. Researcher also discovered that reinforcement, antidandruff, attractive packaging, and shiny are most important attributes to influence on consumer buying attitude in Iranian market. However the sustainability, price and quality are considered as the main reason to buy branded shampoo and it should consider as main competitive advantage strategy for branded shampoo. 　　Key words: Buying behavior; Preference; Consumer choice; Marketing strategy; FMCG; Iran 　　Alireza Miremadi, Elham Faghani (2012). An Empirical Study of Consumer Buying Behavior and Its Influence on Consumer Preference in Iranian FMCG Market: A Case Study. International Business and Management, 5(1), -0. Available from: URL: /index.php/ibm/article/view/j.ibm.1923842820120501.1115 　　DOI: /10.3968/j.ibm.1923842820120501.1115 　　INTRODUCTION 　　The long-term success of manufacturer marketing action soften depends on consumer response, and reaction of