Explaining the attitude and intention of consumers to buy Iranian products with the approach of achieving the eighth paragraph of the goals of the resistive economy ( Case study: Home appliances)

The main purpose of this study was to investigate and explain the variables affecting the attitude and intention of consumers to buy domestic products and their behavioral intentions. To achieve this goal, qualitative research method based on grounded theory, interview and Purposive sampling method have been used to collect data and information. The results of the research indicate that causal conditions such as: quality level of the product, buyer experience, appropriate pricing , Communication channels and the amount of technology used in the product are effective in shaping the attitude and intention of consumers to buy. Also suitable strategies for persuading customers to use domestic products include: culturalize, branding of domestic products, gaining customer trust and Continuous monitoring of production and standardization. contextual factors such as advertising and promotion of domestic brands, use of effective marketing techniques, Word of mouth and economic rules and regulations and intervening conditions such as: financial corruption, business environment, import of similar items and international sanctions affect on strategies . Implementation of these strategies will have consequences such as strengthening national dignity and economic growth in the country.