The goal of marketing is supplying the needs of customers. The scope of behavior of consumer deals with selection style, purchase, usage and consume of goods, services, ideas, and experiences by individuals, groups, and organizations to supply their needs and desires. Understanding behavior of consumer and recognizing customers is not a simple job. Customers may express their requests in one manner and act in another one. They may not be aware of their internal deep motivations or may react toward the effective factors at last. However, marketers should examine requests of their customers, their mental understanding, and their purchase behavior. This paper studies the relation between mental engagement that a product produces and suggests the effective factors in 7 hypotheses: According to statistical results, hypothesis 1, 3, 4, and 7 are accepted and hypothesis 2, 5, and 6 are rejected. The method of this study is descriptive-traversal and is from correlation type, because the relations between variables are investigated and a questionnaire is used to gather data. Statistical society of this study is the professors of Islamic Azad University, South Tehran, Central Tehran, North Tehran, and Sciences and Researches Branches. The questionnaires were distributed during one month in autumn 2011 in the society.
کلید واژگان :Product Involvement, Brand Commitment, Product Specifications, Product Orientation, Information Resources.
ارزش ریالی : 500000 ریال
با پرداخت الکترونیک