Investigating the Criteria Influencing the Purchase Intentions and Customer Loyalty with Brand Mix by Using AHP-TOPSIS Approach (Case Study: Hoffenberg Gaseous Drinks Company)

Abstract

The purpose of this paper was to investigate the effective criteria in the path of purchase in order to improve the brand mix. In this research path was used in two concepts including purchase intentions and customer loyalty, in the Drinks industry by using AHP-TOPSIS approaches. When a company enters into the business field with a new brand, the brand will be enhanced from logotype to the registered trade mark and then to the brand. In fact, brand explains the behavior of products or services during time. Today, brands have become an asset for companies. If a company wants to be success and competes in the market, it should pay special attention to its brand. On the other hand, in today’s competitive world, customers are positioned in main focus of companies and their satisfaction is major factor to achieve competitive advantages for organizations. Meeting customers’ needs completely as well as identifying their requests, expectations, trends, abilities and limitations to purchase products are necessary to satisfy them. By achieving such data, we can determine factors affecting consumers’ behaviors and use them to make decision on companies’ marketing. The purpose of this research was to examine factors affecting purchase trend and loyalty of customer with brand by using TOPSIS and AHP approaches. The research method was descriptive-survey. Its primary indices were achieved by conducting studies on the research history as well as library studies and articles on marketing and brand. Then, a researcher made questionnaires were distributed among 120 managers and experts. The SPSS software was used in demographic sector; meanwhile, AHP and TOPSIS methods were used to identify and rank. The research results showed that brand identity is the highest priority for purchase trend and loyalty of customers in drinking industry (Huffenburg Co).