Factors Affecting the Promotion of Small Rural Food Industry Marketing in Tehran

Subject Areas : Agriculture Marketing and Commercialization

Masoumeh Arfaee ¹ , Seyed Mehdi Mirdamadi ² , Seyed Jamal Farajollah Hosseini ³

1 - Department of Agricultural, Ashtian Branch, Islamic Azad University, Ashtian, Iran
2 - Department of Agricultural, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Department of Agricultural, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2016-12-04 Accepted : 2017-04-16 Published : 2017-06-01

Keywords: Marketing, Tehran province, rural industries, Food Industry, promotion,

Abstract :

The present study, aimed to investigate the factors affecting the promotion of small rural food industry marketing in Tehran, is done by the questionnaire as its main tool. The questionnaires are completed through interviews with 160 managers from 133 companies in Tehran. We have used SPSS software to analysis Sampling data. The results showed that the variables of marketing have most important role in promotion of livestock products marketing. Thus, by observing coefficient of determination, it can be concluded that the variables in marketing agents explain about 48% of the variability belonged to promotion of livestock products marketing.