The proposed study of this paper present an empirical investigation to detect important factors impacting on food market using factor analysis. The proposed study designed a questionnaire, distributed among 207 customers who were regular customers of two food chains in city of Tehran, Iran named Shahrvand and Hyperstar. The results of our survey indicate that six major factors including brand loyalty, physical characteristics, pricing effects, performance characteristics, brand relationship and brand position influence food industry, significantly. In terms of the first factor, brand loyalty, "Trust", "Packaging design characteristics", "Competitive pricing strategy", "Stability in quality", "External relationships" and "Meeting expectations" are important factors in different categories.

Branding in food industry has been a major concern among food suppliers. During the past few years, there have been strong competitions among business developers to gain market share through increasing the value of their brand. In this paper, we present an empirical investigation to learn more about the relationship between brand experiences on consumer purchase experiences. The study selects a sample of 206 people who are regular customers of two wellknown suppliers, Shahrvand and Hyperstar, in city of Tehran, Iran. Using structural equation modeling, the study examines six hypotheses and the results confirm that an increase on brand loyalty, brand attribute, pricing factors, product performance attributes, brand associate and brand position will increase purchasing intention, significantly.

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