Identification and ranking of effective factors in project marketing on buyer-seller relationships in the trading Market

Subject Areas : Jounal of Marketing Management

somayeh Hozouri ¹ , Muhammad ali abdolvand ²

1 - PhD student Of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2019-07-08 Accepted : 2019-07-31 Published : 2018-01-21

Keywords: buyer &ndash, seller relationships, trading Market, customer knowledge, project Marketing, knowledge management,

Abstract :

The main objective of this research is to evaluate the factors affecting project marketing on buyer–seller relationships in the trading Market. The method used in this research is applied in terms of purpose and descriptive, survey and correlation nature. The statistical population of this research was Q (311), using random sampling method. To determine the reliability of the questionnaire, the Cronbach's alpha coefficient was 0.86, which indicates a high level of reliability. To analyze the data, factor analysis and structural equation analysis using Spss software and other relevant tests, which are described in detail in this study, were analyzed to identify each of the components and sub-components To make The results indicate that this research consists of 5 main components of service market (with 7 questions), knowledge management (with 3 questions), specific project marketing features (with 3 questions), The main features of project marketing (with 4 questions), foregoing market (with 4 questions) And a total of 21 sub-criteria. By using structural equation is method and designing a specific questionnaire, effective factors of project marketing on buyer – seller relationships in the trading Market were ranked and prioritized. Finally, among the 21 existing subsets of “specific project marketing features” (by a factor of 0.99) ranked highest and “foreign market”, and “service market” (by a factor of 0.89 and 0.87) the second and third priorities ranked.