Prioritizing the Determinants of Sour Lemon Marketing System Improvement Using Analytic Network Process (Case Study: Larestan County)
محورهای موضوعی : Environmental policy and management
علی علمی
1
(دانش آموخته کارشناسی ارشد اقتصاد کشاورزی دانشگاه شهید باهنر کرمان، کرمان، ایران)
حمیدرضا میرزائی خلیل آبادی
2
(داشیار گروه اقتصاد کشاورزی دانشگاه شهید باهنر کرمان، کرمان، ایران)
الهام خواجه پور
3
(استادیار گروه اقتصاد کشاورزی دانشگاه شهید باهنر کرمان، کرمان، ایران)
محمدرضا زارع مهرجردی
4
(استاد گروه اقتصاد کشاورزی دانشگاه شهید باهنر کرمان، کرمان، ایران)
کلید واژه: marketing mix, Analytic Network Process, agricultural marketing,
چکیده مقاله :
Crop marketing has an important role in accomplishing goals such as agricultural development, production increase, and enhancement of farmers’ income in developing countries. Citrus production, especially sour lemon, is one of the most important productions in Larestan County, Fars province in Iran. So, the determinants of the sour lemon marketing system improvement were prioritized in Larestan in this study using Analytic Network Process (ANP) in which data were collected through a questionnaire filled by experts in the region. Criteria were the 4Ps (Product, Place, Promotion, and Price) in the marketing mix and here were also some sub-criteria for each of the criteria. The criteria and sub-criteria were chosen based on other studies and also experts’ views in the region. Results showed that product and promotion criteria had the first and last priorities in improving the sour lemon marketing system in Larestan County, respectively. In addition, proper packaging and designing to create a competitive advantage was the most important sub-criterion for improving the sour lemon marketing system in the region. Also, the creation of processing industries and using marketing cooperatives were the next most important sub-criteria, respectively. According to the results, it is suggested to develop proper packaging, processing industries, and marketing cooperatives in the region.
بازاریابی محصولات کشاورزی نقش مهمی در دستیابی اهدافی همچون توسعه کشاورزی، افزایش تولید و درآمد کشاورزان در کشورهای درحال توسعه دارد. تولید مرکبات خصوصاً لیموترش یکی از مهم­ترین محصولات کشاورزی در شهرستان لارستان (استان فارس) است. بنابراین، در این تحقیق عوامل مؤثر بر بهبود نظام بازاریابی لیموترش در شهرستان لارستان اولویت­بندی شدند. داده­ها از طریق تکمیل پرسشنامه توسط خبرگان این موضوع در منطقه جمع­آوری شد و از روش فرایند تحلیل شبکه­ای(ANP) برای اولویت­بندی استفاده شد. معیارها در این تحقیق عناصر آمیخته بازاریابی (محصول، مکان، تبلیغ، و قیمت) بودند و برای هر معیار نیز زیرمعیارهایی انتخاب شدند. معیارها و زیرمعیارها بر اساس مطالعات قبلی و نیز نظر کارشناسان در منطقه انتخاب شدند. نتایج نشان داد که معیارهای محصول و تبلیغ به ترتیب بالاترین و پایین­ترین اولویت را در بهبود نظام بازاریابی لیموترش در شهرستان لارستان دارند. به علاوه، بسته­بندی و طراحی مناسب برای ایجاد مزیت نسبی مهم­ترین زیر معیار در بهبود نظام بازاریابی لیمو ترش در منطقه است. همچنین زیر معیارهای ایجاد صنایع تبدیلی و استفاده از تعاونی های بازاریابی در رتبه های بعدی قرار گرفتند. با توجه به نتایج، پیشنهاد می­شود که بسته­بندی مناسب، صنایع تبدیلی و شرکت­های تعاونی در منطقه توسعه یابند.
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