The Effects of Customer's Psychological Characteristics on Brand Categorization and Selection Using the Bayesian Approach

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The present study explores the effect of customer's psychological characteristics on brand selection, with emphasis on product characteristics. The statistical population of this study is consumers of dairy products in the city of Tehran. Since the size of the unlimited society and the variance of the society are unclear, the sampling formula for the unlimited society is used based on which the sample size of 171 people is determined. In this research, two researcher-made questionnaires are used. The first to determine the product's characteristics and the second questionnaire to explain the effects of customer's psychological characteristics on brand selection, with emphasis on product characteristics. The Cronbach's alpha for the main questionnaire (second questionnaire) was 0.8, which indicates a high reliability of the questionnaire. To investigate the hypotheses, Bayesian multivariate probit regression model, Friedman test and multiple linear regression were used. The research findings showed that the customer's psychological characteristics including brand recognition, brand trust, buying intention, and brand satisfaction were effective on brand selection as well as product characteristics including the use of standard badge, fresh ingredients, no preservatives and product quality.

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