consumption behavior foreign goods domestic goods Isfahan advertising influence demographic factors quality perception

This research aims to evaluate the consumption behavior of citizens in Isfahan, focusing on their preference for foreign goods. The study investigates factors such as perceived quality, durability, and the impact of satellite advertisements and ineffective domestic advertising on consumer choices. A sample of 565 individuals, aged 25 to 52, was selected through random cluster sampling. A questionnaire developed with expert input was used, achieving a reliability of 85% based on the Cronbach's Alpha index. The findings indicate that citizens perceive foreign goods as superior in quality and durability. The influence of modernity, technology, and aesthetics also affects the tendency to prefer foreign goods. No significant differences were found between male and female consumption behaviors concerning foreign goods.

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