Examining Factors Affecting Decision Making regarding Selection of Durable Products: Case of Automotive Industry.

Focusing on customers’ demands is deemed as one of key principles in marketing .Therefore, paying attention to the customers’ demands and factors influencing their behavior by taking rapid and complicated changes in technology into account and studying effects of these changes on the customers’ shopping values and criteria are of great importance to succeed in building higher value for customers and creating competitive advantage for corporations. Accordingly, it feels essential for the automotive industry to recognize its customers’ demands and needs, and the factors affecting their shopping behavior and to align its objectives and strategies with these demands. To do so, the present paper aims at investigating the most important factors influencing customers’ decision-making in terms of selecting durable products in the automotive industry. Research population is IKCO’s customers in Tehran. Given the infinite number of IKCO’s customers, research sample is selected to be 384 and questionnaire is used to gather the required data. According to results, it is revealed that decision-making styles significantly affect IKCO customers’ shopping behavior, namely perfectionism, quality consciousness, brand consciousness, novelty and fashion consciousness, recreational and hedonistic consciousness, price and value consciousness, and loyalty. Moreover, the results show that the high-quality consciousness is the most important style and has the highest rank among the decision-making styles according to the Friedman test.

کلیدواژه ها:

decision-making styles ، customers’ behavior ، Iran- hodro Corporation (IKCO)