بررسی عوامل مؤثر بر نگرش خریداران فرش ماشینی نسبت به نام‌های تجاری مختلف در شهر اصفهان

Understanding consumers behavior has been at the center of marketer's attention for prediction and influencing consumers behavior. In consumer behavior studies a factor that forms the consumer behavior is her his attitude. Attitude is expression of internal feelings that reflect agreeable or disagreeable idea someone toward something. In this research factors influencing buyers attitude toward different brands of machine made carpet in city of Isfahan has been studied. The research hypotheses formed based on existence of relation between different attributes and buyers attitude score. A statistical sample of 236 buyers from different stores of machine made carpet in the city of Isfahan were random selected. The results indicated that advertising, perceived quality, price, brand equity, and beauty of machine made carpet have a relation with buyers attitude toward machine made carpet in the city of Isfahan. Also, there was a significant difference between buyers attitude with regard to their gender and education. Perceived quality and brand equity of machine made carpet were identified as the most important factors influencing buyers attitude toward machine made carpet in city Isfahan.