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Nowadays, the importance of brand concept is so high that some researchers believe that brand is a perfect product and argue the most of the time customers instead of buying a product buy the brand. Therefore recognizing the factors influencing brand choice and investigating the specific features of brand is of   importance   and requires various studies .the present study aimed at investigating into factors that affect brand choice in food industrial companies . the methodology of this study was applied .research and for data collection. Survey approach was used. The statistical population consisted of buyers in Tehran and statistical sample based on factor analysis were 400 buyers.  Based on statistical analyses  , 19 factors that affect brand choice were categorized in 4classified:                   4 factors namely the simplicity of brand pronunciation, personality and psychological factor, recognition quality and services and  famous .further based on qualitative analyses based on qualitative analysis result revealed that "personality and psychological factor" for responding effects in brand choice to great extent    

Keywords: Brand, Brand choice, Evaluating of brand, Factor Analysis

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