System Engineering and Productivity

System Engineering and Productivity

Investigating the Influence of Retailers' Mental Conflicts on Brand Selection Criteria (Case Study of Kaleh Dairy Company)

Document Type : Research Paper

Authors
Seyed Hamidreza Razavi 1
Seyed Hesamoddin Motevalli 2
Saeid Emamgholizadeh 3
1 Corresponding author: Assistant Professor, Department of Management, Faculty of Humanities, Shamal University, Amol, Iran
2 Ph.D., Department of Industrial Engineering, Shomal University, Amol, Iran
3 Associate Professor, Department of Management, Faculty of Humanities, Shamal University, Amol, Iran
10.22034/msb.2024.2025936.1199
Abstract
Mental conflicts of customers in connection with the brand is an important issue that has been given great importance in most researches in the field of marketing. This concept refers to a set of activities: the focus of the mind and thoughts that consumers use during the process of buying or choosing products and services and can play the role of their decision-making process. In this regard, the present study was conducted with the aim of investigating the effect of retailers' mental conflicts on the selection criteria of Kale company's dairy products brand. The current research method is descriptive-correlation. Also, the type of research was applied and the method of data collection was using field and library studies. To check the normality of the data from the Kolmogorov Smirnov test and to confirm. Validity of questions and identification of key factors of each component! Confirmatory factor analysis test has been used. Structural equation modeling technique has also been used to check the suitability of the research model with the collected data. The results showed that the value of statistic 1 for the significance of the regression coefficient of retailers' mental conflicts is equal to 7.096 and greater than the critical value of 1.96, which indicates the variable influence of retailers' mental conflicts. According to the opinion of the experts, questionnaire questions and random sampling have achieved three dimensions (emotional, cognitive and social), and by examining its aspects and criteria, suggestions can be made at the middle and high operational levels of the organization has been.

Highlights

  • Investigating the impact of retailers' mental conflicts on brand choice.
  • Using structural equation modeling to analyze data.
  • Providing suggestions in three dimensions: emotional, cognitive, and social.

Keywords
Customer engagement
Brand association
Kaleh
Structural equation modeling
Subjects

Copyright ©, Seyed Hamidreza Razavi, Seyed Hesamoddin Motevalli, Saeid Emamgholizadeh

 

License

This article is released under the Creative Commons Attribution (CC BY 4.0) license. Anyone is free to copy, share, translate, and adapt this article for any purpose, whether commercial or non-commercial, as long as proper citation is given to the authors and original publication.

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System Engineering and Productivity
Volume 4, Issue 3 - Serial Number 12
Serial No. 12, Autumn Quarterly
Autumn 2024
Pages 11-29

  • Receive Date 06 August 2024
  • Revise Date 08 October 2024
  • Accept Date 17 October 2024
  • First Publish Date 17 October 2024
  • Publish Date 21 November 2024