An Investigation of the effect of Background Factors and Loyalty to Trademarks on Consumersʹʹ Buying of Cell Phones: A Case Study in West of Mazandaran Province

The culture of consumer is one of the most powerful factors in marketing. Therefore, although the behavioral inclinations and purchasing decisions are related based on the present models, the consumers are behaving in dynamic and unstable environment that necessitates the reexamination of behavioral inclinations and their effects on the purchasing decision-making of the consumers. The study aimed to investigate the effects of the background factors and also loyalty to the brand in the purchasing decision-making of the young consumers of cell phones in markets of the eastern parts of Mazandaran Province, Iran. This study is a cross-sectional survey. A sample of 384 participants filled out the questionnaires regarding the purchasing behavior of the consumers in July 2014. The findings indicated that background factors are the most highly influential factors in loyalty to a certain trademark. Also, the loyalty to the trademark influences the purchasing decision-making of the consumers.