Investigating the Impact of Perceptions of Foreign Home Appliance Customers on Their Behaviors and Attitudes

The subjective evaluation of the consumer, which is created by the interpretation and meaning of the concepts of information about the product and service that he receives. Because, by observing and evaluating the product, customers immediately give psychological feedback and impression of the quality of the product and service in their minds. The present study was conducted with the aim of investigating the impact of consumer perceptions(perceived brand beliefs and perceived values) on the behaviors and attitudes of consumers of foreign household appliances in Mashhad. This research is based on the practical purpose and in terms of the method of data collection, it is a descriptive survey. The statistical population in this research is the consumers of foreign household appliances in Mashhad city, the sample size was determined based on the rule of thumb of 5 to 10, the number of items (23*10) was determined and the questionnaire was distributed among them in a non-probabilistic way. The tool for data collection is the standard questionnaire of Chong and Kim (2019), which was used to confirm the reliability of the questionnaire using Cronbach's alpha coefficient, and for the validity of the questionnaire, face validity (confirmation by experts) and construct validity (factor loadings) were used.Reliability and validity of the questionnaire. Also, data analysis was done using the structural equation model method and using SPSS and Amos software.The results indicate that consumer perceptions have a positive and significant effect on consumer behaviors and attitudes. Perceived beliefs about the brand do not have a significant effect on brand loyalty, but have a significant positive effect on the intention to buy and the intention to buy recommended, and finally, perceived values of the brand have a significant positive effect on brand loyalty and intention to buy, while the intention to buy recommendation.Has no significant effect.