Investigating the Effects of Marketing Factors on the Development of Date Conversion and Supplementary Industries in Kerman Province

Subject Areas : Jounal of Marketing Management

Neda Baniasadi ¹ ( PhD Student in Agricultural Development, Science and Research Branch, Islamic Azad University, Tehran, Iran )
Davoud samari ² ( Associate Professor, Department of Agricultural Development, Science and Research Branch, Islamic Azad University, Tehran, Iran )
Jamal Farajallah hosseini ³ ( Associate Professor, Department of Agricultural Extension and Education, Science and Research Branch, Islamic Azad University, Tehran, Iran )
Maryam Omidi najafabadi ⁴ ( Associate Professor, Department of Agricultural Extension and Education, Science and Research Branch, Islamic Azad University, Tehran, Iran )

Received: 2019-08-31 Accepted : 2019-12-07 Published : 2018-12-22

Keywords: Packaging, branding, pricing, Conversion and Supplementary Industries, Advertising, marketing,

Abstract :

One of the solutions for agricultural development is conversion industries the purpose of these industries is to prevent waste from agricultural products and to access them locally and international. This study examines the marketing of date conversion and supplement industries. For this purpose, statistics and information were collected for the date conversion and supplement industry units operating in the fields of branding, packaging and pricing, customer orientation and advertising in Kerman province. The purpose of this research is applied research and in the category of causal research the target population of the research population includes those involved in the date-making and finishing industries. After validation and reliability verification was used for data collection. In this study, structural equations using Amos software’s were used to investigate the relationships between model components, the component of "maintaining brand position among customers and the market", "packaging technology", "economic beliefs in advertising", and the component of "competitive pricing". The “customer needs forecast” component and the “advertising” component are the first priority factors in the development of switching and finishing industry. One of the important approaches in food supply of the country due to increasing population and decreasing agricultural resources and rangelands is the reduction of waste in the agricultural sector, which requires the existence of appropriate markets for the sale of conversion and complementary products. Creating attractiveness in Kerman's daycare and complementary industries markets will allow more investors to attend, which will generate more revenue and create employment, in addition to reducing date waste in the province.

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