Investigation of the effective factors on branding in cosmetic and hygienic products (Case study: Ladies consuming cosmetic and hygienic products with local brands)

Abstract

Despite the long history of brands, this concept has been considered in marketing literature for a long time such that it has attracted many experts' attention to this field as one of the most important concepts of modern marketing literature. This concept has become so important that wherever loyalty is mentioned, brand is undoubtedly considered too. This research aims to investigate the effect of marketing mixture (7Ps) on making brands of local hygienic and cosmetic products whose statistical society is ladies consuming hygienic and cosmetic products in Mashhad. The sample under analysis of this research consists of 381 people. It was identified after the analysis of their data using SPSS software and testing the research's assumptions that marketing mixture's factors are effective on making brands. In addition, the severity of the effect of each factor was identified.