A Survey of Factor Influencing on Consumers Acceptance for Niche Products

Subject Areas : Jounal of Marketing Management

A. Shahram Faghihi ¹ (دانشجو کارشناسی ارشد اقتصاد کشاورزی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران)
V. Borimnejad ² (گروه اقتصاد کشاورزی، دانشگاه آزاد اسلامی، واحد کرج، کرج، ایران)

Received: 2014-03-08 Accepted : 2014-03-08 Published : 2014-02-20

Keywords:

Abstract :

In this study, the effective factors which is influenced purchasing decision for a particular consumer groups include non-user, accidental- user and permanent-user have been investigated with utilizing logit model. Identify social and economic factors that affect consumer behavior are research objectives and to do this we gather data and information required by field survey, questionnaire design, and simple random sampling, interview 303 among buyers of Mayadin Management of Tehran Municipality have been collected in Mrch 2012. The results of the regression estimates show  that factors such as income, presents of  child under 5 years, indicators of knowledge of product characteristics, labeling and quality  have significant positive effect on the  likelihood acceptance and buing decision to nitch products and the final analysis has been done on marginal effect. Furthermore, the significant level of 95% in other factors on the purchasing decision has not been proved.