Agricultural Economics
H. Hashemzadeh; N. Yousefian; S. Esfandiari Bahraseman; A. Karbasi; A. Firoozzare
Abstract
Urban retail markets are state-owned retail markets that were recently established in Iran to increase the welfare of consumers and producers. To achieve this goal and expand its presence in the Iranian retail sector, it is essential to gain a comprehensive understanding of consumer behavior within these ...
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Urban retail markets are state-owned retail markets that were recently established in Iran to increase the welfare of consumers and producers. To achieve this goal and expand its presence in the Iranian retail sector, it is essential to gain a comprehensive understanding of consumer behavior within these markets. This study examines the various socio-economic factors influencing consumers' decisions in the retail market by using the C4.5 algorithm. The data were collected using a random sampling method through a survey of 189 consumers, focusing on the population of Mashhad, Iran, during 2019-2020. Results revealed that awareness of available discounts significantly drives consumer choices in urban retail markets. Despite existing discounts, awareness among consumers remains low, suggesting a need to review promotional strategies within the marketing mix. The study also identifies previous purchases from urban markets, household income, and education as influential factors. Findings offer valuable insights for policymakers, market strategists, and stakeholders seeking to enhance the effectiveness of local retail markets in Iran. By leveraging insights into consumer behavior and market dynamics, these markets can thrive, benefiting Iran's retail sector and overall economy. Following the study, recommendations such as enhanced promotional campaigns, education-oriented strategies, loyalty programs, collaborations with local producers, and inclusive marketing policies was made aim to improve access for all consumers to urban retail markets.
Agricultural Economics
M. Bahrami Nasab; A. Firoozzare; A. Dourandish; M. Sabouhi; M. Ghorbani
Abstract
Groundwater is a vital resource for agriculture in arid regions which its over-extraction has led to significant challenges of declining water levels and increased scarcity. This study addresses the urgent need for sustainable groundwater management by employing an inclusive group decision-making approach ...
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Groundwater is a vital resource for agriculture in arid regions which its over-extraction has led to significant challenges of declining water levels and increased scarcity. This study addresses the urgent need for sustainable groundwater management by employing an inclusive group decision-making approach involving diverse stakeholders, with a focus on farmers. Overlooking the participation of farmers in the decision-making approach led to ineffective policies. Utilizing Multi-Criteria Decision-Making (MCDM) methods, specifically the fuzzy Shannon entropy and Fuzzy TOPSIS techniques, the research prioritizes strategies for reducing groundwater consumption in the Safi-Abad region of North Khorasan, Iran. Qualitative data from stakeholder interviews provided insights into the challenges and opportunities related to groundwater use, revealing two primary strategies: (i) transitioning to low water-demand crops; and (ii) adopting modern irrigation systems. These approaches not only promise significant reductions in water usage but also support sustainable agricultural practices. The findings highlighted the importance of stakeholder collaboration in implementing effective water management policies, ensuring responsible resource use, and securing long-term viability. This study served as a model for future research, advocating for mixed methods integrating qualitative and quantitative analyses to inform policy recommendations and improve water resource management.
others
P. Abedani; Y. Ramezani; A. Firoozzare
Abstract
Introduction Rice is a very important food product in providing national food security for the Iranian families. There are different types of rice in Iran that are selected and consumed by consumers. Consumers are looking for more desirable features for consumption. The average annual consumption ...
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Introduction Rice is a very important food product in providing national food security for the Iranian families. There are different types of rice in Iran that are selected and consumed by consumers. Consumers are looking for more desirable features for consumption. The average annual consumption of Iranian rice in Iran is about 1.33 million tons, while it is 1.30 million tons for foreign rice. One of the most important key factors in the success of producers is to pay attention to the preferences and tastes of consumers. Any change in the product and service should be made taking into account the definition of quality from the perspective of the consumer and in accordance with their preferences and tastes. Existence of foreign rice, especially Indian and Pakistani rice in the domestic market due to the close quality with similar samples of Iranian production, low price, abundant advertising and proper packaging, have changed the preferences of Iranian consumers for rice, so, high consumption of imported rice have raised concerns about creating a kind of loyalty to foreign products. The quality and variety of Iranian products can be improved by knowing the tastes and desires of consumers led to increase per capita consumption of Iranian products relative to its similar foreign types and raise farmers’ incomes. Therefore, the present study aimed to identify and prioritize the factors affecting consumer preferences in the selection of Iranian and foreign rice in Mashhad city.Material and Methods Data of 384 rice consumers in Mashhad city were collected using a questionnaire design and surveys sampling. In the qualitative section, after identifying related factors, the views of experts were examined through semi-structured interviews and the seven main factors include product appearance, quality, health, price, packaging, distribution and promotion were identified in the form of 20 variables (sub-factor). In the inferential analysis section, seven main factors were ranked using structural equations and Friedman test.Results and Discussion The results showed that quality, health, product appearance, packaging, distribution, price and promotion had the greatest impact on the consumers choice for Iranian and foreign rice, respectively. All rice consumers chose rice to consume, which first of all has a pleasant aroma both before and after cooking, and also does not have small pieces of rice at the time of purchase and has a suitable taste after cooking. Also, rice health is the second component that consumers pay attention to, they choose rice that is sure it is organic as well as being free of toxins and fertilizers. The grain appearance of the product include grain length, post-cooking appearance and its color at the time of purchase is located in third rank. The next rank is related to product packaging including packaging type (bulk or package), package appearance and listed information on the package. Distribution of rice products is located in fifth rank, which is divided into store location and access to the store. The final rankings were related to price and advertising such as the type of media, public relations and encouragement to buy the product. Post-cooking taste, purity, post-cooking aroma, aroma and smell at the time of purchase, post-cooking texture of rice, and choice of rice type by the citizens of Mashhad city have a negative and significant relationship, respectively. In other words, those who consume Iranian rice pay more attention to these variables in their selection than those who consume foreign rice. In choosing rice, the type of packaging and its size are not the first priorities of buyers, but it plays a significant role in the marketing. Based on our results, if Iranian and foreign rice are at the same price, consumers tend to consume Iranian rice because of the pleasant aroma and taste. TV commercials cannot affect consumer choice, because rice is a product that must be seen by the consumer when buying and the decision to buy is made after checking the rice appearance.Conclusion Focusing on producing a healthy product, producing cultivars with better post-cooking appearance, eliminating government currency and removing foreign rice price bias, as well as focusing on quality instead of high cost on advertising can improve the level of rice production can enhancing consumer satisfaction as well as improving the situation of rice production and rural income and employment.
M.R. Kohansal; A. Firoozzare
Abstract
Advertisement is one of the most fundamental actions of marketing process and one of the most extensive areas of marketing systems. If firms select proper procedures, appropriate and targeted advertisement through using the knowledge, expertise and experience in their marketing process, they can ,in ...
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Advertisement is one of the most fundamental actions of marketing process and one of the most extensive areas of marketing systems. If firms select proper procedures, appropriate and targeted advertisement through using the knowledge, expertise and experience in their marketing process, they can ,in addition to promoting the welfare of customers, gain huge capital for their own firm. Therefore, before conducting any advertisement, it is necessary to identify effective socio-economic factors on making impressible goods. In this regard, this research, by applying multiple-group discriminate analysis for the gathered data of 201 food customers of Mashhad selected by the simple random sampling method in the year 2012, has investigated these factors. Results showed that age, marital status, education level and income level are the most important variables on discriminating between the customers influenced by sellers and the customers influenced by media. In addition, household dimension, average rate of consumption and gender are the most important variables on discriminating between the customers influenced by friends and acquaintances and the customers influenced by sellers and media.
