AL-Qadisiyah Journal For Administrative and Economic sciences

Abstract

Marketing managers when they set their strategy now, they do their best to be (consumer- driven strategy),and by only deep understanding what consumer wants they can formulate the succeeded strategy which is directed toward him/her
Understanding consumer wants and desires isn’t simple matter ,in spite of this ,the company by accurate study of affecting sectors on (buying decision, consumption behavior) of customers, can determine even relatively-what customer want? And how the company satisfy what he/she want? before the competitors can achieve this goal.
The factors which impact on customers behavior doesn't accented simply .One of this is (social factors).
Based upon all of mention above, the current research aims to test the impact of social factors as one of the factors affecting customer behavior on the brand loyalty of a sample of consumers for products of Diwaniyah dairy factory in Iraq . The sample of research is determined with group of consumers of factory which included (301) consumers who received a form of questionnaire
According to the aim of the research , tow hypotheses were formulated ,by some The use of a number of statistical methods to test the hypotheses (Anova, Mean, Standard division, Cronbach Alpha)
The research ended with some conclusions and recommendations, which represent guided evidence either now or in the future.