Authors : Maedeh Aghagolnezhad Gerdrodbari and Fatemeh Harsej
Abstract: Nowadays, firms that work hard and make satisfy their customers in target markets could be successful to make profits. Buyers today are faced with a host of products and expectations about the quality of goods and services which is very different from the past. Due to these facts, buyers will choose the goods and services that are more consistent with their needs and expectations. Among these industries, particularly the automotive industry which in recent years has faced the problem of excessive supply and low demand? This study aimed to identify and prioritize the factors affecting the decision of car buyers in Iran Khodro Company in Babol city has been planned. In this regard, 377 questionnaires were distributed among the companys, customers and then factors were prioritized by using SPSS 19 Software and AHP technique. The results showed that the preferences of customers in buying different types of Samand and Peugeot were matches and thus convenience, price, model and dedicated consumption were important, respectively.
Maedeh Aghagolnezhad Gerdrodbari and Fatemeh Harsej, 2016. Identify and Prioritize the Factors Influencing the Decision of Car Buyers in Iran Khodro (Case Study: IKCO Agencies of Babol). Research Journal of Applied Sciences, 11: 166-170.