Designing an Export Marketing Model Considering the Consumer Behavior of Food Products (Case Study: Nuts and Nuts)

Subject Areas : Marketing

Masih  Moghri ¹ (Department of Business Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran)
Golnar  Shojaei Baghini ² (Department of Public Management;, Shahroud Branch, Islamic Azad University,, Shahroud, Iran)

Received: 2022-03-12 Accepted : 2022-08-18 Published : 2023-03-21

Keywords: Food Products, Consumer behavior, Keywords: Export marketing,

Abstract :

Abstract The purpose of this study is to design an export marketing model according to the behavior of food consumers (case study: nuts and dried fruits). The research community is the managers and experts of commercial companies. The research is of applied type and has been evaluated qualitatively-quantitatively. The components have been identified through the research literature and we have used the Delphi technique to screen the components. The Delphi technique has been performed in 3 rounds by experts working in the field of export. In the second step, we used the ISM (structural-interpretive) technique to level the components and identify the effective components. The results of the research indicate that in the first step, according to the Delphi technique in the export marketing model, 13 components have been approved by experts. In the second step in the structural-interpretive technique, the components are placed on 4 levels. According to the dependence-influence analysis, the components of creativity and innovation and attention to the quality of production have been identified as the most influential component and the key component in the export marketing model.