نوع مقاله : مقاله پژوهشی
نویسندگان
گروه اقتصاد کشاورزی، دانشکده مهندسی زراعی، دانشگاه علوم کشاورزی و منابع طبیعی ساری
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Brand loyalty in the food industry not only increases sales and profitability, but also helps retain customers in a competitive market, reduce marketing costs, and create a sustainable competitive advantage. The purpose of this study is to investigate the effect of product demand on the constituent components of brand loyalty in dairy products in Tonkabon city, Mazandaran province. For this purpose, the information of 150 consumers was collected using a questionnaire in the year 1400 from the households of Tonekabon city by a simple random method. Data analysis was done by structural equation method and STATA14 software. The results of the estimation of structural equations show that product demand factors, brand trust and perceived value directly and brand identity and product consumption factors indirectly affect the loyalty of dairy products customers. Each of the factors of demand, perceived value, brand trust and brand identity have a total effect on brand loyalty of 0.64, 0.39, 0.38 and 0.12 respectively. Also, ignoring the consumption of the product causes an estimated error, so that the total effect of the factors in the models with product consumption varies from 1.26 to 3 times the model without demand, hence it is recommended in future researches to consider the variable The product demand should be reduced from the error of estimating the coefficients. Also, by supporting the consumer in the form of paying subsidies for certain goods by the government, the amount of consumption and brand loyalty in dairy products should increase.
کلیدواژهها [English]
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