Consumer behavior is to\n study the process that begin used to select certain products or \nservices & how to satisfy their needs or to simplify it, it is to \nsee how can attract consumers and how to predict their behavior so there\n wont be any surprises and adapt to their needs. this subject can be \ndescribed and defined in different studies like Consumer psychology, \nMarket psychology, Consumer buying behavior & Personal Factors which\n each one will give very insightful data and would help us to understand\n and predict.<\/p>\n\n\n\n
So to sum up Consumer behavior involves the psychological processes \nthat consumers go through in recognizing their needs, finding ways to \nsolve these needs which ends up to make a purchase decisions. this is an\n inconstant & changeable factor that if it missed can bring \nconsequences.<\/p>\n\n\n\n
In this article I would like to share Iranian consumer behavior \nanalysis and what makes them different when you compare with the other \ncountries in the region.<\/p>\n\n\n\n
IRAN overview:<\/strong><\/li><\/ul>\n\n\n\n
\n Iran is a country of 80 million population which that over 60% of the \npopulation are under 30 with one of highest ratio of education in the \nregion, second largest economy in MEA & also second high value \nmarket in the region as well, hence it is very interesting market to do \nbussines in. (Please refer to this rticle for more info : \nhttps:\/\/www.linkedin.com\/pulse\/iran-market-can-your-golden-dream-business-easily-could-soltani)\n \n<\/p><\/blockquote>\n\n\n\n
During the past few years, there has been a growing trend on luxury\n good consumption among Iranian consumers, under effects of three main \nfactors including consumer perceived value, sensitivity to social norms \nand need for uniqueness on consumer\u2019s intention to purchase luxury \nproducts based on the theory of planned behavior. also consumer \nknowledge is a mediator factor between need for uniqueness and purchase \nintention.<\/li>
Sources of influence on Iranian consumers: <\/strong>There \nare numerous sources of influence. Often for this factor we must \nconsider cultural & diversity which for Iranian consumers the key \nfactors are as follows:<\/li><\/ul>\n\n\n\n<\/figure>\n\n\n\n
Ads and TVCs <\/strong>are really effective on Iranian \nbuying decisions. The majority believe what they see and the more the \nbetter. It can be in any of ATL, BTL or TTL activities, but when it is \nvisible and people see it they will remember it. For example Telesales \n& marketing via TVCs and Ads on satellite channels are really common\n way of selling different types of products. ( satellite channels are \nnot regulated so it is one of the desirable places for people to sell \ntheir low quality products). You can see ads for selling fake Iphones, \nSamsung Galaxy,weight loss pills and many more fake or low quality \nproducts that begin advertised with attractive TVCs.<\/li><\/ul>\n\n\n\n<\/figure>\n\n\n\n
Iranian people love to talk so one of the most effective one on this analysis is how strong is Word Of Mouth <\/strong>among\n Iranian people.WOM impact on Iranian consumers is amazingly strong. \nIranian are socialized people, they like to share their ideas, their \nexperience and also their stories as well. They love to pass the \ninformation by oral communication or via social network and especially \nvia instant messaging applications like Telegram (very famous one among \nIranian : https:\/\/telegram.org\/). Many prior making buying decisions \nwill investigate thought these or even make buying decision by reading \nit on them.<\/li><\/ul>\n\n\n\n<\/figure>\n\n\n\n
Store Salesman\\ Salesperson<\/strong> can trigger that Win \nSales and Influence Customers, This is one of the most important factor,\n if you win salesman heart at point of sales, they can sell your product\n like you could not believe, They can change consumer behavior and \npersuade them to buy what they recommend. That is why majority of the \ncompanies in Iran are running channel incentive program consistently.<\/li><\/ul>\n\n\n\n<\/figure>\n\n\n\n
Warranty<\/strong> IS A MUST for Iranian consumers, It is so\n important that for Iranian consumers, warranty comes after the brand \nname, for example they know Samasung by Sam service which is the local \nexclusive after sales service provider. There were many brands which \nmissed\\ignored this factor and failed in Iran market. After sales \nservice provider will give Iranian consumers confidence to make a buying\n decision and choose certain brands over others & the interesting \npart is that they are willing to pay extra to buy goods with certain \nwarranty or even choose and pay more for the same product with different\n warranty which they think it is better in terms of after sales \nservices.<\/li><\/ul>\n\n\n\n<\/figure>\n\n\n\n
Original products with Official distributor:<\/strong> \nIranian consumers are very sensitive regarding original products and are\n keen to buy goods from official distributors as well, of course when \nthe price compare with gray make scene & is reasonable. This is \nbecause of lack of presence of many vendors in local market due to the \npolitical issues , sanctions & embargo during past years which made \nIran market heaven for gray\/Unofficial stock and also for duplicate and \nfake products especially in Fashion. This is a common question that \nbegin asked by consumers that Are you sure this is original product? or I\n am looking for official and original products with official warranty.<\/li><\/ul>\n\n\n\n<\/figure>\n\n\n\n
Availability and visibility: <\/strong>Product begin \navailable and visible in the market will attract Iranian consumers, when\n they see it every where and see others are using it, they will get \ncurious and will ask & look for it.<\/li><\/ul>\n\n\n\n<\/figure>\n\n\n\n
New technologies or new products<\/strong> make Iranian \nconsumers really excited, although usually Iranian consumers don’t want \nto be first to try it and buy new technologies or new products, first \nthey will wait to see if others will use them and then will make a \ndecision to buy it. but even a believable rumor or Ads in media or \nsocial networks can trigger them to try new things.<\/li><\/ul>\n\n\n\n<\/figure>\n\n\n\n
\n The bottom line is that Iran is very exciting market but different \nthan the others in the region in way that having success story requires \nto study it first, understand and then adapt to it then Iran will become\n the golden goose. \n<\/p><\/blockquote>\n\n\n\n
For more information please refer to below:<\/p>\n\n\n\n
The author can be contacted on Iman_sltn@yahoo.com \/ Skype : Isoltani690<\/p>\n\n\n\n
Cheers<\/p>\n\n\n\n
Iman Soltani<\/p>\n","protected":false},"excerpt":{"rendered":"
Consumer behavior is to study the process that begin used to select certain products or services & how to satisfy their needs or to simplify it, it is to see how can attract consumers and how to predict their behavior so there wont be any surprises and adapt to their needs. this subject can be […]<\/p>\n","protected":false},"author":1,"featured_media":298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/posts\/297"}],"collection":[{"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/comments?post=297"}],"version-history":[{"count":1,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/posts\/297\/revisions"}],"predecessor-version":[{"id":299,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/posts\/297\/revisions\/299"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/media\/298"}],"wp:attachment":[{"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/media?parent=297"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/categories?post=297"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/tags?post=297"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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