تاثیر قصد تحریم بر تصمیم خرید در پرتو آمیزه بازاریابی

One of the issues Iran is facing with is boycott, which relates to various aspects. The purpose of this paper is to study the impact of boycott intention on purchase decision among consumers of American toothpastes in Tehran through marketing mix. Three hypotheses were formulated, among which the third one was not supported. The sample was 345 American toothpastes consumers. Data were gathered through a questionnaire which proved to be valid and reliable, so that three levels of validity were approved and Chronbach Alpha technique for reliability showed the approximate value of 0.80. Statistical softwares and regression technique were used to conduct data analysis. The research findings show that consumers of American toothpastes don’t have any boycott intention regarding the purchase of the product. Besides, three items of the marketing mix, i.e., product, price and place don’t seem to be significant to them and they see no promotion in American products. Regarding the last variable, purchase intention, they consider only brand important and the medium makes no difference to them.