Abstract

Many of the researchers and company managers have come to the conclusion that brand is the most valuable asset of a company in improving the marketing process. Thus, in order to be successful, the marketers should be aware of the various factors that influence the brand preference and they should also know the way the consumers make decisions to buy according to a specific trademark or brand. In terms of its objective, the present study is an applied research that has been carried out based on a descriptive-survey method. The study population included all of the home appliances consumers from the city of Arak who have been selected based on a randomized simple method. The main instrument of information gathering was a questionnaire that was scored based on Likert’s five-point scale. From all the questionnaires administered, 191 questionnaires were usable and hence were analyzed. The study results indicate that the consumers’ risk-evasion is the most important factor contributing to brand preferences and it is attainable via the credibility of a brand and its products.