Study the Role of Intangible Components if Commercial Name on Customer Behavior (Case study: Amin Pharmaceutics Company in Isfahan-Iran) Abdolmanafi Said*, Kamrani Mehdi Nasaji*, Sarlak Zohre** *Ph.D., Management, Payame Noor University, Khansar, Iran **Master Student, Management, Payame Noor University, Khansar, Iran Online published on 5 July, 2014. Abstract The aim of this survey was study the role of intangible components of commercial name on customer behavior in the Amin pharmaceutics company in Isfahan city in Iran. This survey is originated from models with special value related to commercial name i.e. Aker, Keller's brand tanin, Konzel hypothesis concern to social identity and Holiday and several other models that are being studied. The society and statistical case has been chosen among the whole drugstores of Isfahan and the number of units were 344 and 170 person have been chosen. (Among any of these drugstores there was founder, technical expert or ordering responsible). The tool of data collecting made a certain questionnaire and after confirmation its stability & fluency, they have been filled in the form of an organization & performed interview in the purpose drugstores. It is used of descriptive & inferential statistics for analyzing the data. It is used from kolomogrov Smirnoff tests, parameter & non-parameter statistics, univarible test and binominal test and feridman test. The results showed that throe variable, i.e., publicity, perceived quality and the validity of produced products of Amin pharmaceutics company with commercial name has positive impact on customer behavior. Also, among these there variable i.e., publicity, perceived quality and the validity of products in Amin pharmaceutics company with commercial name. Have positive impact on customer behavior. Also the publicity component is at the first than to other components among three mentioned components. Regarding to results, we can say that, if, active companies in the field of drug want to use from cittern as publicity, validity, perceived quality to improve their commercial name position among the partners, so, they should continuous do the work concern to improve these criteria and in certain times should assess them. Top Keywords Commercial name, customer behavior, quality, publicity, validity, pharmaceutics industry. Top |