Resumen de Identifying and prioritizing factors affecting the Customers' Willingness to buy Goods product inside than the outside (Case Study: Iran Transfo Corporation)

Haleh Keshavarz Afshar, Gholamreza Soleimani

• AbstractThe present study aims to identify and rank factors affecting customers' willingness to purchase domestic goods than the foreign ones in Iran Transfo Corporation in 2016. The statistical population includes all customers and a sample of 200 subjects (175 male, 25 female). Respondents' evaluation of the variables indicates that Iranian goods enjoy market-product fit (0.85), good performance (0.41), relative reputation and validity (0.44), high reliability (0.36), good communication methods (0.34) and relative value (0.26). Finally, 88% prefer to purchase Iranian goods. The effect of 7 independent variables and purchase preferences are significant at (e < 0.05). The results of inferential statistics show that there is a significant relationship between willingness to purchase domestic and foreign goods. There is a significant difference between marketing methods and satisfaction among buyers of domestic and foreign goods as well. But, there is no significant difference between the customers' evaluation of product features and performance of domestic producers compared to the foreign ones. Finally, given that the majority of respondents considered marketing methods inappropriate, therefore, it's recommended that companies adopt new policies to better sell their products.