Identifying the factors affecting the formation of Graveyard Brands Based On Customer Perception (Case study of group of beverage companies in food industry)

Countless environmental developments have caused some brands to no longer be able to compete in their respective industries as in the past. Such brands, based on a combination of various internal and external factors, have lost their favorable position in the past and are no longer considered in the minds of consumers as one of the priorities of purchase, because consumers naturally have the ability to remember this brand. Accordingly, the main purpose of this study was to identify and prioritize the factors affecting the formation of cemetery brands. This study is based on the applied purpose and in terms of the type of research method in the field of descriptive studies of the survey type. The present study approach is mixed and analyzed by combining qualitative and quantitative methods. Factors influencing the formation of cemetery brands were identified through semi-structured interviews with 14 marketing managers and professors of business management. In order to prioritize the identified factors of the triangular fuzzy method and using the data obtained from the distribution of the questionnaire among 40 Beverage brands in the food industry. The results of the coding of the interviews using Atlas ti 8 software version 10 led to the identification of 22 concepts as factors influencing the formation of cemetery brands. Findings related to prioritization of these factors showed that management decisions, research and development units, import of similar products, social capital, environmental developments, consumer preferences are the most important factors influencing the formation of cemetery brands, respectively.