Weighting the Criteria of Brand Selecting in Beverage Industries in Iran (original) (raw)
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Nowadays, the brand personality is core and closest variable in customers’ decision making. Branding in the food industry of Iran is emerging phenomenon. This paper aims to investigate the effective factors on brand regarding the target population of 150 customers of Packard industrial bread factory in the city of Tabriz who are selected through available sampling method. In this paper, using factor analysis and combinatory approach (AHP-TOPSIS) in SPSS and EXCEL, a framework proposed in order to analyze the similarities and differences among consumers’ point of views about the effective factors on brand. Findings show that, management and customers’ political tendencies are the most effective and the least effective factors in the power of brand respectively.
Specifying the Determinants of Brand Value by Using AHP Method
Recently, the most successful companies in the world display the importance of knowledge based economy. The transformation from industrial economy to knowledge based economy highlights value added of intangible assets to the companies. Brand as a worthwhile intangible asset constitutes a substantial part of firm value. However lots of studies conducted to measure brand's value solely. There hasn't been generally accepted brand valuation model yet. In this paper it is aimed to present the most important factors in measuring brand value based on the Analytic Hierarchy Process. According to the expert team's responses to our questionnaire the financial and behavioral factors which can affect brand value were found and prioritized. As a result it is determined that the most important factor in brand valuation in the frame of main criteria is Investment in Brand with 0,47 while in general; it is RandD Costs with 0,1893 and Takeover Costs with 0,1852 as the second. On the other hand, Rise in Ratio of Price/Sale and Rise in Net Sales are not considerably important with weights less than 1% on brand valuation.
ASIAN JOURNAL OF MANAGEMENT RESEARCH
2010
This research attempts to introduce important criteria which have effects on selecting the best brands in beverage industries in Iran, also to evaluate the weight of each criterion for selecting the best brand in the case Persian beverage market. Weighting methods are divided into two categories: objective methods and subjective methods. In this paper entropy were selected from objective methods and Analytic Hierarchy Process (AHP) were selected from subjective methods which lead in two weight vectors, then integration of both vectors results in the effect coefficient of brand selecting criteria. Experts' opinions are gathered by questionnaire. Then the major criteria weights are analyzed using the analytic hierarchy process and entropy, final weights are then determined using the compromised weighting method. Brand resonance performs the most important role among all criteria by Persian consumers of beverage products. Many consumers are not fully informed when shopping for products and services, reliance on known and recognized brand names becomes important. First we gathered the most important criteria of brand equity from literatures, which could be listed as, corporation ability association, brand awareness, quality perception, brand resonance, brand extensibility, price flexibility, and repurchase intention.
A Study on Factors Affecting Brand Preference: An Emiprical Approach
In this era of throat-cut competition, it is very essential for a brand to be in the minds of customers for its sustainability. This study focused on exploring the factors of brand knowledge that make brand a preferred brand as well as to understand the brand experience factors developed due to impact of brand interactions. This study further focused on understanding the impact of brand knowledge and brand experiences which helps in making brand, a preferred brand. To achieve these focused areas, six hypothesis were created at 5% level of significance which were further analyzed with the help of various statistical tools like correlation and multiple regression analysis. The analysis was done with the help of SPSS 20 version software to investigate the impact of preferred brand on the intention to re-purchase and various recommendations were given in the end.
Selection of Detergent Product Brands Using the Fuzzy Analytical Hierarchy Process Method
Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2021), 2022
Entrepreneurs continue to improve their products, such as detergents, because of the existence of an era like today. According to Toko Rini's research, there are difficulties in selecting which detergent to use. As a result, the authors investigated the value of Decision Support Systems in assisting buyers of detergent brand products to decide which product brands best meet their demands and criteria. Price, Wangi, Content, Quality, and Packaging are utilized factors. The Fuzzy Analytical Hierarchy Process approach was employed in this study. The Fuzzy AHP technique calculation results show that the alternative (Daia) has the ideal weight value of 1.5960 compared to the other alternatives. As a result, it is safe to say that Daia is the most excellent detergent brand.
Evaluation of the Barriers to Achieve a Powerful Brand Using AHP Technique
Management and Business Research Quarterly, 2018
One of the most important factor in business is known as a brand. Despite all its potential, Iranian carpet is not branded well. The present study has been conducted in order to identify and prioritize the main factor of failure in achieving a powerful brand in commercial carpet companies. For this reason, the analytic hierarchy process (AHP) method used for data analysis. The nine main criteria and forty sub-criteria were identified based on the literature review. The highest importance weight obtained by the lack of brand management with 0.196. Customiza on and market orienta on with (0.171) placed in the second rank. Produc on and quality with (0.129) placed in the third priority. Marke ng capabili es familiarity with (0.111) and communica ons with (0.111) obtained the same rank. The rest of criteria were placed as following priority; appropriate business environment with (0.096), informa on about the product with (0.080), profitability with (0.069), and standard with (0.038) respec vely. The results of this study could be used by managers of the commercial companies to improve and retrieve their organizational processes to achieve powerful brand. Even though the research shed a light on the topic, however, future work can focus on developing a conceptual framework and can be investigated using other decision-making methods.
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The purpose of this study is to study Consumer brand choice decision in carbonated soft drinks in particular Pepsi, Coke and Est (top 3 brands) in Bangkok, Thailand. The researcher used a quantitative research based on the concept of marketing mix 4Ps, brand effects, consumer behavior and demographics which gathered sample from the consumers of Pepsi, Coke and Est in Bangkok, Thailand by using the questionnaire as a tool to collect all data. The questionnaire has been surveyed within two significant aspects which are content validity and reliability. The statistic methods were classified with multinomial logistic regression and cross tabulation for hypothesis testing process which the result showed all influenced factors including marketing mix 4Ps, brand effects, consumer behavior and demographics. The result in each aspect significantly influences consumer brand choice decision in carbonated soft drinks in particular Pepsi, Coke and Est (top 3 brands) in Bangkok, Thailand
Consumer Perception of Selecting Brand: A Comparative Study between Pepsi Cola and Mojo Cola
Global Disclosure of Economics and Business
Consumers are so much conscious and sensitive in case of selecting brand .This study investigates the impact of consumer’s perception in selecting beverage products between Pepsi cola & Mojo cola. A survey was conducted by a significant number of respondents from the Pabna University of Science & Technology & surrounding areas. The data analyses were conducted by descriptive factor analysis, statistical tools & technique. The results revealed that the most of the consumers are highly concerned about the perception of brand regarding selection of Pepsi cola & Mojo cola beverage drinks. This is a relatively new issue that remains largely undiscovered by researchers under our country’s perspective. It is hoped that the findings may assist the local (Akij Beverage Ltd.) and multinational (Transcom Beverage Ltd.) beverage companies about the necessities of enhancing their brand perception. The paper adds to the existing body of research on beverage consumers particularly on consumer’s pe...
2014
The research on the brands (brand) and brand equity has become important for marketing activities and marketing theory in recent years.The brand equity is one of the assets which either preserve the company's value or also will follow customer loyalty. This study aims to determine the factors influencing brand equity from the consumer perspective in Iran chocolate industry. In this research, Aaker David brand equity model is used which has four dimensions of awareness, perceived quality,associations, and loyalty to the brand.The population has been the consumers of Baraka chocolate in Shahrvand chain shops that 50 people of them were selected as samples. Results showed that there is a significant relationship between perceived quality and brand equity. Furthermore, there is a direct significant relationship between loyalty to the brand and brand equity.There is a strong significant relationship between awareness of the brand and brand equity and there is a very strong significan...