Each customer or consumer communicates with different markets with a specific decision-making style and these styles approximately remain constant over time. This research is done between Tehran home appliance store customers with the aim of identifying the Sproles and Kendall’s model decision-making styles. Sproles and Kendall’s model has identified eight different decision-making styles، which have been tested in many countries، with the assumption that consumers buy things utilizing special decision-making styles. The main question is “What are the buying decision-making styles between Tehran home appliance store customers، according to Sproles and Kendall’s model?” The statistical sample for this research includes 350 people who were accidentally chosen، using stage random sampling method. The main tool for data collecting in this paper was the verbal questionnaire. The result of research analysis shows that 7 styles (6 former styles and one new style) were identified in home appliance stores of Jomhouri market in Tehran and in comparison with other styles، “seeking for ideal product” style is of the highest importance.

Sellers by developing commitment and trust in customers on one hand, and improving customer's satisfaction and creating loyal customers on the other hand, play a vital role in successfulness and survival of an industry.. This study has identified and categorized appliance seller characteristics and has clustered customers regarding to their comments on each category. Statistical population consists of all Shirazian customers who buy appliances in Shiraz city, of which 400 customers were selected as a sample. Sampling method is of kind of Nonprobability sampling method. Questionnaire validity is tested by face validity approach and its reliability is examined using alpha Cranach (%88) and split half approach (%74). Findings reveal that 34 characteristics in initial phases of analysis have decreased to 30 characteristics and these characteristics could be divided into 6 categories using factor analysis approach. The most important factor consists of some characteristics such as being Good-tempered, fair, having instant perception of customer needs, being a good listener and self possessed, respecting to customer rights, trust worthiness, having modesty and be loyal to her/ his word.

The purpose of this study was to identify the effects of green brand image on the green brand equity in the customers of appliance dealer''s representation and appliance dealers in the chain department stores of Sanandaj. Research variables selected from Yushan Chen (2010) study. A questionnaire was used to measure theses dimensions that have been confirmed by experts and had 24 indices. It is a descriptive، and correlation study. We have used random sampling. The population consisted of 384 customers of appliance dealers'' representation and appliance dealers in the chain department stores of Sanandaj. The results indicate that green brand image has significant direct effect on the satisfaction Variables green، green trust، green brand equity. Also، green satisfaction and green trust variables have direct effects on Green brand equity. Brand Samsung at image brands Green has the highest score.

In recent years, the supply of goods outside official channels of distribution has created a type of market that is known as gray market. Because of its nature, this market has advantages and disadvantages for consumers and manufacturers. Given that no study has been conducted on interpersonal and sales promotion effects, and due to the necessity of knowing the market and consumer behavior, this study aims to investigate the impact of sales promotions and interpersonal effects on consumers’ purchase intentions. The study is a causal one, and statistical population consists of the customers of home appliances stores (which are not manufacturers’ agents) in Kerman. The number of participants is 350, and questionnaires are used to collect data. The results suggest that monetary promotions impact the perceived quality, but non-monetary promotions have no impact on the perceived quality. Also, it was found that normative and informational interpersonal factors influence the status consumption. Another result of this study is the effect of the perceived quality and the status consumption on the intention to purchase gray market goods.

The purpose of the present research is to promote the brand on the path to brand transggression to coping behavior. The present research is applied in terms of purpose and is a descriptive-survey method for collecting data. The statistical population of the research is customers of household appliance stores in Bushehr city. With regard to the unlimited population, 384 individuals were selected as samples. Available sampling method was done in this research. The data gathering tool was a questionnaire whose validity and reliability were confirmed. The PLS software has been used to analyze the data. The results show whatever the past experience (relative to the brand) is negative, it's forgiveness probability has a reduced and meaningful effect. Whatever imaginative (relative to the brand) is the more inconsistent, it's forgiveness probability has a reduced and meaningful effect. Whatever the brand has more wrongdoings, it's forgiveness probability has a reduced and meaningful effect. More forgiveness has a reduced and meaningful effect on brand change.More forgiveness has a reduced and meaningful effect on private complaints.More forgiveness has a reduced and meaningful effect on public complaints. More brand forgiveness has a reduced and meaningful effect on reducing brand revenge. More brand forgiveness has an increasing and significant effect on the probability of re-buying this brand.

One of the important factors affecting consumer behavior is the country of origin of the product. This component is actually composed of several different dimensions, including the country of origin of the parts and the country of design. On the other hand, language represents the country from which that language originated. The purpose of this study was to investigate the effects of country of origin and brand name dimensions on attitude and perceived prices on 296 scenario-based questionnaires distributed among women present in home appliances stores in Amin-Hozoor- Bazar in Tehran Then, sing general linear modeling (GLM), results showed that respondents' attitudes toward the vacuum cleaner product were directly related to the country of origin of parts and design. if country of origin of design and parts is South Korea, attitude is more positive than when the country of origin of design and parts is Iran. The country of origin of design also has a direct effect on the perceived price of the vacuum cleaner product. Similarly, the two variables of country of origin of design and parts simultaneously have a direct effect on perceived price; If the country of design of the vacuum cleaner is Iran, then if the country where the parts are produced is also Iran, that vacuum cleaner is considered more expensive than the vacuum cleaner produced in South Korea, and vice versa. There was also no significant relationship between brand name language and research dependent variables namely attitude and Perceived price

The current research has examined the factors affecting the tendency to buy and use domestic products with a sociological-legal perspective. The theoretical framework of the research was based on the appropriateness of the topic, the sociological-legal theories studied and the hypotheses of the research were extracted from it. The used library and survey method (by filling out a questionnaire) was done with a sample of 378 people who referred to home appliance stores in Qazvin city in 1400. The data was analyzed using SPSS22-Amos22 software. Descriptive and inferential statistics, multiple regression model and structural equation model were used to test hypotheses and analyze data. The most important research findings are as follows:In the studied sample, a significant and positive relationship was obtained between the two variables of protection of consumer rights and the variable of social capital with the variable of tendency to buy and use domestic products. And in connection with the socio-economic base variable and the degree of tendency to buy and use domestic products, an indirect and significant relationship was obtained.in the regression model to explain the tendency to buy and use domestic products; The most influential variable is the protection of consumer rights, followed by the variables of socio-economic base, social capital, gender, age, education, marital status and type of purchase. Also, according to the indicators obtained from the Amos software, the collected data supports the variables proposed in the research.

This study investigated the effect of trust on attitudes toward home appliance energy labels with a modulating role in cognitive and emotional involvement. The research method used in this study was descriptive and inferential from the structural equation model analysis test using Spss and Pls software. The statistical population of Emerson home appliances research is unlimited. 384 people were selected as the statistical sample of the study by simple random sampling method based on Cochran's formula. A standard questionnaire was used and the data were analyzed at both descriptive and inferential levels. Findings from structural equations show that trust has a significant effect on attitudes toward energy labels in Emerson home appliances. Cognitive conflict has a significant adjusting effect on the relationship between trust and attitudes toward energy labels in Emerson home appliances. Emotional conflict has a significant moderating effect on the relationship between trust and attitudes toward energy labels in Emerson home appliances.