Investigating the role of marketing mix on sales improvement the sale of agricultural products in Saqqez County
Subject Areas : marketingحسین شریفی 1 , لقمان رشیدپور 2 , سلیمان رسولی آذر 3
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Abstract :
TThis research was conducted with the aim of investigating the role of marketing mix on improving the sale of agricultural products in Saqez city. The purpose of applied research and the research method was descriptive-survey. The research population of all the farmers of Saqez city was 372 people. In this research, the tools of Sharma and Gutan's (2018) marketing mix standard questionnaire and Hosseini's agricultural product sales improvement (2018) were used. SPSS software was used to analyze the findings and Kalmogorov Smirnov statistics, regression and Pearson correlation coefficient were used. The results showed that the research hypotheses were significant at a significance level of less than 0.05, which means that all the research hypotheses were true and this shows that marketing mixes will lead to the improvement of the sale of agricultural products in Saqqez city. The results showed that the validity of the mentioned hypothesis was reported to be significant at a level lower than 0.05, also among the subscales of the marketing mix, the price factor had the highest correlation and the distribution location factor had the lowest correlation, so the result We can use marketing mix to improve the sale of agricultural products, and we must use the price factor properly to improve the sale of agricultural products. Therefore, it is suggested that farmers be given the necessary training on the concept of marketing mixes.
