71.3% of Tehranians want to buy Iranian products

According to the Fars News Agency’s community correspondent, consumption is an integral part of human life. Humans are often consuming to meet their needs. The food he eats and the clothes he wears, to the various electronic products with which he spends his hours of work and life, are examples of human consumption.

Today, almost all human consumption products are made outside the home by large and small production and industrial units. Each of these products has a specific function, that is, it meets a specific need, has its own price and has its own quality. Therefore, evaluating the criteria that affect the type of human consumption is of special economic and cultural importance.

In this regard, scientific and research centers around the world have taken several measures to accurately identify the parameters affecting the purchase of products and thus have managed the consumption of society to some extent.

Therefore, the World Thought Institute, by defining a scientific survey, evaluated the cases affecting the selection of consumer goods. In this survey, 750 citizens of Tehran were questioned. The statistical population of the study was all Tehranians over 18 years old.

Samples were selected using simple random sampling method. 45% of the respondents were male and 55% were female. Respondents ranged in age from 18 to 71 years and their average age was 40.5 years.

Among the criteria for choosing a product, the brand has had a huge impact on only 15.8% of respondents.

61.1% also highly evaluated the impact of this criterion on their purchases. Product design (packaging) had a great impact for 10.5% and a great impact for 66.3%. This rate is 30.5 and 57.9 percent for the price of goods, respectively.

Only 2.1% considered the impact of advertising on their purchase to be very high and 15.8% to be high. 81.1% and 17.9% of the respondents also considered quality to have a great impact on choosing a product, respectively.

In total, quality was the most important sample criterion for selecting a product and 71.6 respondents named it as the most effective criterion for their selection. Price with 22.1%, brand with 5.3% and advertising with only 1‌.1% are in the next ranks of the most effective product selection criteria among the survey sample. Product design also has a small share.

61.1% of the respondents stated that they would choose an Iranian product if the price of a similar Iranian and foreign product was equal, and 38.9% would prefer a product made outside of Iran if it was equal.

In addition, 71.3% said that if the quality of similar Iranian and foreign products is equal, they will buy Iranian products and 28.7% will look for foreign products.

In addition to the above, people were asked which countries they think produce the best products. 84.2% answered this question. Responses ranged from one to six countries, with 36.3 percent pointing to three countries, 28.7 percent pointing to one country, 18.8 percent pointing to two countries, 11.3 percent pointing to four countries, 3.8 percent pointing to five countries, and 1.3 percent pointing to one country.

According to the answers, Germany accounted for 75% of respondents, Japan 62.5%, the United States 52.5%, France 17.5%, Turkey 12.5%, South Korea 10%, Italy 6.25% and the United Kingdom 5%. Sweden and Taiwan have also been named as the countries that produce the best products.

It seems that advertising is not very important for Tehranians. As according to the above paragraphs, Tehranians pay little attention to advertising in choosing a product, more than 50% of respondents did not specify the source of advertising follow-up. 26.4% of respondents cited the Internet, 20.7% of television, and the rest cited other sources as sources of advertising.

Respondents make their daily purchases from a variety of sources. 38.7% of them use small shops and local shops, 22.6% of online stores, 19.4% of medium chain food stores and 19.4% of large chain stores for this purpose.

In addition, 52.7% make their basic purchases on a monthly basis, 33.3% on a weekly basis and 6.5% on a daily basis. 7.5% of respondents also mentioned other time periods for their purchases.

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