Application of the Grounded Theory Method to identify the factors affecting marketing success for Organic Iranian Agricultural Products
محورهای موضوعی : Environmental policy and managementبهمن قاسمی 1 , مهرداد گودرزوند چگینی 2 , ابراهیم چیرانی 3
1 - گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 - گروه مدیریت دولتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
3 - گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی ، رشت، ایران
کلید واژه: Marketing, Grounded Theory, Organic Agricultural Product,
چکیده مقاله :
The main purpose of this study is to provide a model of the factors affecting the success of marketing organic Iranian agricultural products. This research has been done by qualitative approach using the grounded theory method. Data collection tools were semi-structured interviews. In order to collect information, by using the targeted sampling method, 12 marketing managers of companies producing organic agricultural products were interviewed. Data analysis was performed in three stages of open, central and selective coding, in which 343 key concepts and 111 codes and 32 sub-categories were identified and classified into 5 main categories including "Product-related factors", "Price-related factors", "promotion-related factors", "Consumer-related factors" and "Production-related factors". Finally, a comprehensive model of the factors influencing the marketing success of organic agricultural products is presented.
هدف اصلی این مطالعه ارائه مدلی از عوامل موثر بر موفقیت بازاریابی محصولات کشاورزی ارگانیک ایران با استفاده از رویکرد کیفی مبتنی بر نظریه داده بنیاد بود. ابزار گردآوری داده ها مصاحبه های نیمه ساختار یافته با 12 مدیر بازاریابی شرکت های تولید کننده محصولات کشاورزی ارگانیک است که با روش نمونه گیری هدفمند انتخاب شده اند. تجزیه و تحلیل داده ها در سه مرحله کدگذاری باز ، محوری و انتخابی انجام شد که در آن 343 مفهوم کلیدی ، 111 کد و 32 زیر شاخه شناسایی و در پنج گروه اصلی شامل "عوامل مرتبط با محصول" ، "عوامل مرتبط با قیمت" ،. "عوامل مرتبط با ارتقاء" ، "عوامل مرتبط با مصرف کننده" و "عوامل مرتبط با تولید" طبقه بندی شد .در نهایت ، یک مدل جامع از عوامل موثر بر موفقیت بازاریابی محصولات کشاورزی ارگانیک ارائه شده است.
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