Presenting a model of marketing market variables of potential markets with a value-based approach to dairy products (Case study: Regional market of Iranian dairy products) Provide a model of marketing effectiveness variables

Subject Areas : Jounal of Marketing Management

Zahra Rahimi ¹ , Naser Azad ² , Abdullah Naami ³ , Mahmoud Modiri ⁴

1 - Ph. D. Student, Department of Management and Accounting, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Management and Accounting, South Branch Tehran,Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Management and Accounting, South Branch Tehran,Islamic Azad University, Tehran, Iran
4 - Assistant Professor, Department of Management and Accounting, South Branch Tehran,Islamic Azad University, Tehran, Iran

Received: 2022-07-15 Accepted : 2023-12-20 Published : 2023-12-22

Keywords: Marketing Values, marketing, Potential Markets,

Abstract :

Introduction: Considering that the most important effort of marketers and managers today is to take measures to create, increase and maintain market share. The purpose of this study is to present a model of the effectiveness of marketing dimensions of potential markets with a value-based approach to dairy products.Method: The method of this research was qualitative-quantitative. In the qualitative method, the thematic method was used to obtain the dimensions and criteria that were obtained during the three coding steps. By semi-structured interviews with selected experts, 6 related experts were formed through a judgmental method and the effective dimensions model was presented. The interviews were followed until the theoretical saturation of the data. In a quantitative method, by generating paired questionnaires and distributing them among 10 experts, we analyzed the obtained dimensional data using the fuzzy dimtel method and the fuzzy ANP method. The statistical community has been the potential market of Iraq.Results: Based on the results, the effective variables of this study included potential market dimensions and marketing values. The first influential variable of potential market, which has the dimensions of competitive price, consumer market and product quality, is the second influential variable of marketing values, which have the components of creating the need and strategy of choice and customer satisfaction.

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