Becoming a popular and likable brand for all Iranians and providing the best services to customers led us to conduct a professional social research to gain a precise understanding of people's perspectives, interests, and judgments.

The questionnaire for this research was conducted by the Iranian Students' Opinion Polling Center (ISPA) in Bahman 1401 (February 2023).

Due to its national scope, the social research of Digikala, which adheres to professional criteria and is conducted by one of the most reputable polling centers in the country, has provided us with reliable data to understand the state of online sales in Iran and evaluate customers' opinions about Digikala's services. The results obtained from this research are generalizable at the national level.

This chapter is dedicated to a summary of the data from this research, and at the end, the evaluation of Digikala by the participants in the Iran Talent Employer Brand Survey is also mentioned.

Sampling has been designed and implemented to represent the population at the level of Iran.

Sampling was designed and conducted to be representative at the national level in Iran.

- The sample size consisted of 3,559 individuals, with 50.4% male and 49.6% female.

- The largest sample size was in Tehran province with 708 individuals, while the smallest was in Golestan with 45 individuals. 52.2% of the sample participants were from provincial centers, and 48.8% were from another city within each province.

- The age range of respondents varied from 15 to 90 years, with an average age of 37.7 years.

- The average level of education was at the diploma and pre-university level.

- The largest groups in terms of employment status in the sample were employees (41.5%) and homemakers (30.2%). 17.2% of the employed individuals worked in the public sector, while 82.8% worked in the private sector.

- The average monthly household expenditure reported by respondents was 98.5 million Rials. The highest frequency mentioned for household expenditure was 100 million Rials.

We asked the 3,559 participants in the survey if they have heard of the online store Digikala before, and 81.1% responded positively.

We asked those who said they had heard of Digikala before conducting this survey, “Which option do you consider to be the correct one regarding the credibility of the Digikala trademark?”

Their response:

We asked people who have made purchases from Digikala, "In general, how would you describe your shopping experience with Digikala?" They expressed their feelings as follows:

In another question, we asked respondents who were familiar with Digikala, "Generally, what feelings do you have when you hear the name of Digikala?"

Their response:

We subjected ourselves to evaluation and asked those respondents who had experience purchasing from Digikala to evaluate us on 19 aspects. They rated each of these features as follows:

The Digikala delivery couriers are the last point of service to the customers. We asked those who have had the experience of buying from Digikala, "Digikala uses motorcycle couriers or shipping vehicles for delivering customers' orders. How do you evaluate the behavior and communication of these delivery personnel with yourself?"

They evaluated the behavior of the delivery couriers like this:

We asked people who have experienced having purchases from Digikala, "Have you ever contacted the Digikala call center or complaints department to ask a question or file a complaint?" 16.4% of them said they have contacted the Digikala call center to ask a question or file a complaint. This means that 83.6% of orders did not require any question or complaint from the customer.

We asked those who have contacted the Digikala call center to ask a question or file a complaint, "How was the behavior of the customer service unit?" 75.5% of them chose good and very good options.

In another question, we asked those who have contacted the call center to file a complaint or ask a question, "Was your complaint addressed and your problem resolved?" 78.3% gave a positive response.

More than half (51%) of the people who have previously heard of Digikala know that it is a marketplace where anyone can sell their products, following certain regulations.

Digikala has been introduced as the first popular employer brand in Iran Talent's 1401 Employer Brand Report for the second year.

This report is based on a survey of 22,000 job seekers, who were asked to choose three companies they would like to work for from among 7,657 companies with well-known employer brands. According to this report, the level of salary, career advancement opportunities, and job security were among the most important reasons for choosing these brands.

An employer brand is the perception that job seekers have of working in a particular company and plays a crucial role in the hiring and recruitment process.