Sociological Study of Desired Mental Image and its Related Factors among Customers (Kermanshah Case Study)

Document Type : Original Research

Authors

1 Department of Sociology, Eslam Abad-E-Gharb Branch, Islamic Azad University, Eslam Abad-E-Gharb, Kermanshah, Iran.

2 Associated Professor of Sociology, Eslam Abad-E-Gharb Branch, Islamic Azad University, Eslam Abad-E-Gharb, Kermanshah, Iran. ORCID: 0000-0002-1644-463X

10.22034/sls.2020.19642

Abstract

A desirable mental image is a general blend of all the mental components that consumers see in a commodity according to their specific wants and needs. The purpose of this study was to study the sociological desirable mental image and its related factors among Kermanshah customers. The theoretical foundations of this study are derived from positivist approaches with emphasis on urban sociology and markets such as Simmel, Bourdieu, Veblen and Baudrillard. The present study is a quantitative approach and in terms of strategy and data collection, correlation and descriptive survey method. The data gathering tool is a researcher-made questionnaire. The statistical population of the population is 1824 people in Kermanshah city in the year 1952434. The sample size was 384 people with Cochran formula and were selected by multistage cluster sampling. SPSS software was used for data processing. Data analysis shows that there is a relationship between the two social class structures of media and media advertising in the form of two dimensions of mass media and social networks with a favorable mental image for customers. There were significant differences between favorable subjective image and media advertising variables (r = 0.223), mass media (r = 0.225), social networks (r = 0.221) and social class (r = 0.491). The results of regression coefficient show that two variables of social class (Beta = 0.473) and media advertising (Beta = 0.205) entered into the equation and explained and explained 0.326 of the dependent variable variance (0.326).

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History

  • Receive Date: 13 February 2020
  • Revise Date: 09 July 2020
  • Accept Date: 04 February 2020
  • Publish Date: 20 February 2020

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