Effect of Internal and External Features of Strawberry Products on Customer (Consumers) Satisfaction Case Study: Sanandaj

Subject Areas : Agricultural Economics Research

Aalo Naderi ¹ , S. Nabieyan ² , Mohamad Reza Zare Mehrjerdi ³ , Hamed Ghaderzadeh ⁴

1 - M. Sc. Graduate, of Agricultural Economics, Faculty of Agriculture, Shahid Bahonar University of Kerman
2 - Assistant Professor of Agricultural Economics, Faculty of Agriculture, Shahid Bahonar University of Kerman.
3 - Associate Professor of Agricultural Economics, Faculty of Agriculture, Shahid Bahonar University of Kerman Assistant Professor of Kurdistan University Respectively.
4 - Assistant Professor of Kurdistan University respectively.

Received: 2018-04-19 Accepted : 2020-05-15 Published : 2020-07-22

Keywords: Internal and External Features of the Product, Customer Satisfaction, Ordered Logit Model,

Abstract :

One the most important goals of any business are to achieve customer satisfaction. The effect of internal and external features of Kurdish strawberries on customer satisfaction was studied. A simple random sample of 400 customers was selected, and analyzed using ordered logit model. Findings indicate that except education and occupation which have had negative effect on the satisfaction of consumers, the effect of other variables were positive and significant. The marginal effect of quality, taste and the superiority of Kurdish variety, price and smaller packaging and brand in the third category (that is high level of satisfaction) of customers satisfaction were 0.031, 0.192, 0/090, 0.072, 0.039 and 0.112 respectively. In other words, an increase in the level of independent variables increases the likelihood of being at higher level of customer satisfaction. Therefore, it is recommended that variety, price, place of production and health information of products to be recorded on their labels Also, with better packaging, naming and improving quality, the price could be increased as the price increase for consumers would not be unreasonable.

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