Fariba Lotfizadeh; Fereshteh Lotfizadeh
Volume 2, Issue 5 , May 2015, , Pages 404-413
Abstract
Today, with fierce competition in attracting new customers, maintaining existing ones and gaining a greater market share, organizations across the world are obliged to develop new products and create distinctive features in them. With regard to the results, the levels of perceived quality, value and ...
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Today, with fierce competition in attracting new customers, maintaining existing ones and gaining a greater market share, organizations across the world are obliged to develop new products and create distinctive features in them. With regard to the results, the levels of perceived quality, value and risk as well as the relative price and purchase intentions among the students (participants) are appropriate. This paper discuss knowledge of brand awareness and its crucial role which should be well known to marketing manager for the design of an organization`s marketing strategies. The purpose of this paper is to determine the brand awareness of high- and low-involvement products among students enrolled at Tehran University. A self-administered survey was completed by a convenience sample of 60 students of the Tehran University in Iran. The focal high-involvement product was laptop and the low-involvement product, shampoo. The results indicated similar awareness of high-involvement product brands and low-involvement product brands. Advertising played an equal role in the awareness of Laptop brands and Shampoo brands. The brand names which are easy to pronounce was far important for both Shampoo and Laptop brands. The item of best-selling brands had the most roles and the item of high quality had the least effect on consumer decision making. In addition, the results showed that the higher price brands are more important than well-known ones.
Fereshteh Lotfizadeh; Abdollah Ghorbani
Volume 2, Issue 5 , May 2015, , Pages 414-427
Abstract
Factors affecting rejection or acceptance of emerging technologies such as mobile banking have caused a high interest in researchers and consumers. Yet, understanding the risks of this technology has remained unknown in this infrastructure. This study aims to investigate multi-dimensional effects of ...
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Factors affecting rejection or acceptance of emerging technologies such as mobile banking have caused a high interest in researchers and consumers. Yet, understanding the risks of this technology has remained unknown in this infrastructure. This study aims to investigate multi-dimensional effects of trust and risk factors on initial acceptance of mobile banking. Thus, after representing a theoretical background using applied research method and questionnaire, a multi-dimensional investigation of effects of trust and risk factors on initial acceptance of mobile banking has been represented. The statistical population consists of the customers who referred to branches of bank Saderat across Qazvin city, that sample size (385) was obtained using Cochran formula. To measure validity of questionnaire with referral to scholars, validity of questionnaire was confirmed through Lawshe's formula, and its reliability was obtained through Cronbach's alpha formula. The results of this study indicate that trust and risk factors from six different aspects affect initial acceptance of mobile banking. To investigate effects of research variables, methods of inferential statistics including SPSS and LISREL software have been used. The results of research indicated that ninth hypothesis among 10 hypotheses was not confirmed.
Fereshteh Lotfizadeh; Nasibeh Shamsi
Volume 2, Issue 4 , April 2015, , Pages 254-264
Abstract
Moving toward an open and competitive economy requires developing and supporting private sector and establishing small and medium-sized enterprises. This movement requires education, establishing job infrastructure, and knowledge transfer facilities in order to increase small and medium-sized businesses ...
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Moving toward an open and competitive economy requires developing and supporting private sector and establishing small and medium-sized enterprises. This movement requires education, establishing job infrastructure, and knowledge transfer facilities in order to increase small and medium-sized businesses and also to develop entrepreneurship. These enterprises have affected world economy through four channels, i.e. entrepreneurship, innovation and change in technology, dynamism of industry, and eventually, creating job opportunities and increasing income. In the current study, the researcher tries to answer the question that “whether the innovation and marketing abilities, managers’ education, and work experiences have led to an improvement in small and medium-sized enterprises’ performances?” This research is performed using descriptive-survey method. The required information was collected by questionnaire, and descriptive and analytical statistical methods were employed in order to analyze the data by using SPSS. The results of the study indicated that there is a significant and positive relation between the innovation and marketing abilities, managers’ education, work experiences and the performance of small and medium-sized enterprises.