Identification of the effective criteria on choosing imitation brand for consumables

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Industrial Engineering, K.N.Toosi University of Technology, Tehran, Iran

2 MSc. Student, Department of Industrial Engineering, K.N.Toosi University of Technology, Tehran, Iran

3 BSc., Department of Industrial Engineering, Islamic Azad University South Tehran Branch, Tehran, Iran

Abstract

Purchasing and using the merchandises by consumers are governed more by advertisements and the name of the brand rather than needs. In Iran, few studies have been performed to investigate the importance of criteria which are appreciated by consumers in field of imitation brand. Hence, in this paper the effective criteria on choosing imitation brand for consumables have been recognized by reviewing the literature, the library studies and interviews. Then the main criteria were selected by Fuzzy Delphi approach. This study also applies random sampling. Furthermore, a suitable questionnaire was employed and distributed randomly among five hundred persons to be filled in two sections; demographics and investigating the importance of the criteria. Afterwards, the most important criteria were sorted out according to their priorities by Fuzzy Topsis approach, respectively. Finally, the results and suggestions were presented.

Keywords

Main Subjects

References

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