Comparing the effect of price and the effect of brand on industrial lubricants customers’ buying choice

Autores

  • Mohammad Reza Karimi Alavijeh Alameh Tabatabayi University, Faculty Member, Business Management.
  • Seyedeh Sara Fattahi Tabarestan Higher Educational Institute, Mazandaran Iran Email: s_s_fattahi@yahoo.com, phone: 009809113910289
  • Marjan Moshfegh Islamic Azad University, Business Management International Marketing M.A. Email: ma1moshfegh@gmail.com

DOI:

https://doi.org/10.20397/2177-6652/0.v0i0.1621

Palavras-chave:

Buying choice, brand, price, perceived quality, industrial lubricant.

Resumo

Abstract: The present research was conducted to compare the effects of price and brand on the industrial lubricants’ customers’ buying choice. To this end, 106 industrial lubricants buyer organizations in Tehran, Iran were selected as the population of the research. The sample size was equal to the population due to the accessible and limited number of the organizations. The data were collected using a questionnaire comprising 58 items rated on a 5-point Likert scale. The reliability of the questionnaire was determined and confirmed using Cronbach Alpha and confirmatory factor analysis, respectively.  In total, 74 usable questionnaires were received for data analysis. The results indicated the significant effects of brand and price on buying choice. Further, the effect of perceived quality on buying choice was significant, but far less significant compared to that of price or brand. The effects from customer information on buying choice of industrial lubricants customers was not significant.

Biografia do Autor

Mohammad Reza Karimi Alavijeh, Alameh Tabatabayi University, Faculty Member, Business Management.

Mohammad Reza Karimi Alavijeh1*

Alameh Tabatabayi University, Faculty Member, Business Management Ph.D,[1]

Email:mr.larimi20@gmail.com, phone: 009809123031934

Seyedeh Sara Fattahi[2]

Tabarestan Higher Educational Institute, Mazandaran Iran

Email: s_s_fattahi@yahoo.com, phone: 009809113910289

Marjan Moshfegh[3]

Islamic Azad University, Business Management International Marketing M.A.

Email: ma1moshfegh@gmail.com phone: 009809123142961


[1]  Allameh Tabatayi University, Dehkadeh Olampic, West Hemmat Highway, Tehran Iran

[2]  Tabarestan Higher Education Institute, 17 Shahrivar Blvd., Chaloos, Mazandaran Province, Iran

[3]  Islamic Azad University (Sciences and Research Branch), Shohadaye Hesarak Blvd., Daneshgah Sqr., Shahid Sattari Higway, Tehran, Iran

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Publicado

2019-08-14

Como Citar

Karimi Alavijeh, M. R., Fattahi, S. S., & Moshfegh, M. (2019). Comparing the effect of price and the effect of brand on industrial lubricants customers’ buying choice. Revista Gestão & Tecnologia, 101–116. https://doi.org/10.20397/2177-6652/0.v0i0.1621