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 , Davoud samari ² , Jamal Farajallah hosseini ³ , Maryam Omidi najafabadi ⁴

1 - PhD Student in Agricultural Development, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Agricultural Development, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Department of Agricultural Extension and Education, Science and Research Branch, Islamic Azad University, Tehran, Iran
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.

References:

استخر، م. و اسماعیلی، ع.ک. (1389). "تحلیل اقتصادی بازاریابی داخلی خرمای کبکاب در شهرستان کازرون"، فصلنامه علمی-پژوهشی تحقیقات اقتصاد کشاورزی، دوره 2، شماره 6، صص. 125-109.

 

حسینی، س.م. و شریف‌زاده، ا.ق. (1386). "سناریوهای بهسازی ترویج کشاورزی"، در جستجوی یک پارادایم نوین، چاپ اول، کرج: نشر آموزش کشاورزی، ص. 313.

 

شافعی، ر.، کفجه، پ. و داروند، ف. (1392). "مطالعه راهبردهای قیمت‌گذاری و رابطه‌ی آن با قابلیت‌های بازاریابی در شرکت‌های تولیدی"، راهبردهای بازرگانی، سال 21، شماره 4، صص. 62-47.

 

شاه‌بندرزاده، ح. و خسروی لقب، ز. (1394). "بررسی تأثیر عوامل محیطی و فردی بر نگرش افراد به تبلیغات (مورد مطالعه: دانشجویان دانشگاه خلیج فارس بوشهر)"، فصلنامه علمی-پژوهشی تحقیقات بازاریابی نوین. سال 5، شماره 3، صص. 86-69.

 

علی‌میرزایی، ع.، اسدی، ع. و طهماسبی، م. (1390). "موانع توسعه‌ی بنگاه‌های کوچک و متوسط کارآفرین روستایی در استان خوزستان"، توسعه کارآفرینی، سال 3، شماره 12، تابستان، صص. 184-165.

 

مرادی‌نژاد، ه. و همکاران. (1386). "تحلیل سازه‌های مؤثر بر توسعه کارآفرینی در واحدهای تولیدی گلخانه‌ای در ایران"، مجله علوم کشاورزی ایران، شماره 2، صص. 226-219.

 

موسوی، س.، حسینی، ج. و میردادمادی، م. (1393). "عوامل اجتماعی مؤثر بر ارتقای مدیریت نوآوری در تعاونی‌های کشاورزی و روستایی استان تهران، مجله تعاون و کشاورزی، دوره 3 شماره 9، صص 40-19.

 

Lewis, M., Whitler, K.A. & Hoegg, J. (2013). “Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study”, Journal of Retailing, (3, 2013). PP. 263-280.

 

Zarantonello, L., Jedidi, K. & Schmitt, B.H. (2013). “Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets”, Intern. J. of Research in Marketing, Vol, 30, Issue 1, PP. 46-56.

 

Callaghan, K. & Kerry, J. (2016). “Consumer attitudes towards the application of smart packaging Technologies to cheese products”, Food Packaging and Shelf Life, Vol, 9. PP.1-9.

 

Krämer, F, Schmidt, M, Spann, M. & Stich, L, (2017). “Delegating pricing power to customers: Pay What You Wantor Name Your Own Price?”, Journal economic behavior.&organization Vol, 136. PP. 125-140.

 

Majid, I., Ahmad Nayik, G., Mohammad Dar, SH, Nanda, V, (2016). “Novel food packaging technologies: Innovations and future prospective”, Journal of the Saudi Society of Agricultural Sciences, Vol. 17, Issue. 4, PP. 454-462.

Ren, SH, Eisingerich, A. & Tsai, H, (2015). “How do marketing, research and development capabilities, and degree of internationalization synergistically affect the innovation performance of small and medium-sized enterprises (SMEs)? A panel data study of Chinese SMEs”, International Business Review, Vol. 24, Issue. 4, PP. 642-651.

 

Sedghi, N, Shavandi, H. & Abouee-Mehrizi, H. (2017). “Joint pricing and location decisions in a heterogeneous market”, European Journal of Operational Research, Vol. 261, Issue. 1, PP. 234-246.

 

Truong, Y, Klink, R, Simmons, G, Grinstein, A, Palmer, A. (2017). Branding strategies for high-technology products: The effects ofconsumer and product innovativeness”, Journal of Business Research, Vol. 70, PP. 85-91.

 

UNDP, (2015), “The Roles and opportunties forther private sector in Africa’s agro-food industry”, UNDP African Facilityfor Inclusive Markets.

 

Wan, F., Ansons, T.L., Chattopadhyay, A. & Leboe, J.P. (2013). “Defensive reactions to slim female images in advertising: The moderating role of mode of exposure”, Organizational Behavior and Human Decision Processes, Vol. 120, Issue. 1, PP. 37-46.

 

Zarantonello, L., Jedidi, K. & Schmitt, B.H. (2013). “Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets”, Intern. J. of Research in Marketing, Vol. 30, PP. 46-56.