Progress and Excellence Research

Progress and Excellence Research

The Effect of Mixed Dimensions of Marketing and Brand Quality on the Purchase Intention of Iranian Clothing Customers

Document Type : Original Article

Author
Khark Azad University
Abstract
The Aim of the Current Research is to Investigate the Impact of the Mixed Aspects of Marketing and Brand Quality on the Purchase Intention of Iranian Clothing Customers. The Current Research is Descriptive-Survey in Terms of Practical Purpose and in Terms of Research Method. The Statistical Population of the Research Includes all Customers of Iranian Clothing Stores in Tehran. The Sample Size Using Morgan Table for Unlimited Population is Equal to 384 People who Were Selected by Simple Random Sampling Method. In This Research, a Researcher-Made Questionnaire was Used to Collect Data.The Validity of the Questionnaire has Been Confirmed by the Professors and the Reliability of the Tool has Been Confirmed by Measuring Cronbach's Alpha Coefficient. In Order to Analyze the Data, Descriptive Statistics and Inferential Statistics are Used. The Basis of the Analysis Results in this Research is the Use of SPSS Software. The Findings of the Research Show that the Dimensions of Mixed Promotion and Mixed Price have a Significant Effect (0.001) on the Purchase Intention of Iranian Clothing Customers. While Other Hypotheses have not Been Confirmed.
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