The effect of personal features Indeterminate the Dimensions of Quality-An analytical study of Iraqi customer behavior

Abstract

The research focuses on studying the impact of the Iraqi customer's characteristics as a factor influencing consumer behaviour to determine the effect of these characteristics in determining preferences for quality dimensions in the Iraqi market.
The independent variable (personal characteristics) included four sub-variables (age, gender, income, and educational attainment). In comparison, the dependent variable (good quality dimensions) included eight sub-variables: (performance, reliability, secondary characteristics, durability, conformity, shape, serviceability). , perceived quality. The research proved the following:
Some personal characteristics (income, age, educational attainment) affect consumer behaviour.
The Iraqi customer's interest focused on five dimensions that influence the determination of his preferences, according to the following sequence:
a. Performance b. Durability c. Reliability d. Secondary characteristics e. the shape.