Investigation of Iranian consumers' attitudes toward local andimported products

Iran has become an attraction center for foreign retailers retailers with its huge population. The objective of this paper is to use the Wheel of Consumer Analysis to identify consumer attituses towards local and imported products in a developing country market. The products selected for the study were detergents powders, utensil and tuxedo the study was conducted in three big cities in Iran. Result shows that brande name country of origin and quality are most important in each category. Also the Iranian consumer holds the MADE IN IRAN label in low regard relative to foreign labels.

کلیدواژه ها:

consumer attitude ، purchasing behavior ، foreign goods