شناسايي عوامل مؤثر بر رفتار خريداران دستگاه هاي سونوگرافي در شهر تهران

Exploring Effective Factors on Buyersʹ behaviors of Sonography Instruments in Tehran City

The present research is looking for the question of: what factors affect buyersʹ behaviors of sonography instruments, and how are the priorities of these factors? In this research, by using Kuada model, which is related to industrial productsʹ purchasers, effective factors on behaviors of sonography instruments were identified. Research findings show that four factors of quality, price, services after sale, and brand, were of most importance respectively. The sample of this research includes 64 persons, from expert physicians of sonography in Tehran. Questionnaire was used for gathering data and soft wares of Excel, Expert Choice, miitabl5 and SPSS were used for analysis purposes.