تعيين عوامل تأثير گذار بر تصميم سرمايه گذاران بورس اوراق بهادار تهران

Identifying and Prioritizing Factors Affecting the Investorsʹ Decision in Tehran Stock Exchange

It is believed that most of the marketing research activities concentrate on consumerʹs reflection to marketing strategies. This is the reason why attitude towards future of marketing should shift from making revenues to adding values for companyʹs shareholders. A sample survey on 356 traders was conducted at TSE and data were analyzed using explorative factor analysis. Research findings indicate five main factors that influence Iranian investorsʹ purchase decisions. Findings show that marketing communication channel, brokerage houses and word of mouth (consequence of all companyʹs activity) are important influential factors on investorʹs purchase decision.