Identifying effective factors in choosing brands

The purpose of this study is to identify the factors influencing brand selection. This is a descriptive survey research. The questionnaire was extracted and designed based on factors accumulated from biblical research into the archives of existing literature on factors impelling brand selection and its pertinent requisite data. The data is congregated from the statistical group of Shirin Asal products consumers in the city of Tehran, where 384 individuals were randomly selected based on accessibility, for this survey. After passing the validity and reliability test, the questionnaire was presented to the statistical group and the results were processed through the SPSS and LISREL soft wares using the structural SEM equations for final analysis. The results reveal that there exists an expressive connection between the marketing mix, motivational factors, consumption circumstances, consumer experience, and brand selection. Au contraire, there was no connection between consumer demographics and brands. Present research also reveals that apart from consumption a circumstance, which is one of the most important factors affecting brand selection, motivational factors also play a significant role.