The Investigation on the Consumers Behavior- a Case Study of Detergent Products in Rasht

Advertising is one of the main tools of marketing. Nowadays, due to increase in consumers’ knowledge level and public information, they have found greater scope to decide on the choice ofgoods and services. They analyze commercial signals and choice their favorite goods and services.The main objective of this research is to investigate the effect of commercial advertisements in the recognition of consumers need in the market. The main hypothesis of this study is that the commercial advertising on the detergent products is effective on the recognizing of the needs ofRasht Citizens who are 20 to 65 years in 2013. This survey uses both library research and fieldstudies. In the field method, it applies a questionnaire with19 questions. These questionnaires were distributed among 170 people that were collected 150 responses. The study uses the SPSS software to analyze the data. The results of that shows there is a relationship between the commercial advertising on the detergent products and the recognizing of the consumers’ needs. The results of the paper would be useful for the decision maker in the Rasht detergent products to make the best decision to spend money for advertising

Keywords:

advertising , Consumer Behavior , Detergent Products , buying and Rasht