Agricultural Economics
A.R. Konjkav Monfared; A. Jamadi; Z. Doaei; A. Haghbin
Abstract
IntroductionIn agricultural industry, saffron is one of the most valuable products that can be produced and exported due to its special characteristics. Iran is the largest producer of this product in the world due to its vast land and dry and semi-arid climate. The research title "The Effect of Marketing ...
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IntroductionIn agricultural industry, saffron is one of the most valuable products that can be produced and exported due to its special characteristics. Iran is the largest producer of this product in the world due to its vast land and dry and semi-arid climate. The research title "The Effect of Marketing Mix on Brand Equity" has been the focus of many researchers in the marketing field across various industries. This particular study aims to identify the appropriate strategies to create a competitive advantage and enhance brand equity in Iran's saffron industry through the implementation of the marketing mix. The research examines the relationship between the elements of the marketing mix and brand equity, with the ultimate goal of assisting companies involved in saffron production, purchase, and sale in developing strategies to increase their brand equity. The researchers emphasize that saffron, as a strategic product in Iran's growing economy, requires the development of effective marketing channels. Hence, this research aims to identify the factors that influence the marketing mix on brand equity in the saffron industry. To achieve this objective, the study measures the relationship between the marketing mix elements (product, distribution channel, price, and promotional activities) and four dimensions of brand equity (brand awareness, perceived quality, store image, and brand loyalty) using structural equation modeling (SEM).Materials and MethodsThe current research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population includes people within reach who were consumers of Iranian saffron. Considering the unlimited size of the statistical population and Morgan's table, 384 people were selected by simple random. To collect data from the questionnaire containing 40 closed questions, 24 questions of the marketing mix scale of Sharma and Gautam (2018), 16 questions of the standard brand equity questionnaire of Yu et al. (2000) with a 5-point scale. Likert has been used to measure the variables of the conceptual model.This research has investigated the relationships between variables using PLS2 software and structural equation modeling. There is no need for the distribution to be normal compared to other existing software (Kline, 2014). This method is a statistical model to investigate the relationship between latent variables and manifest variables.Results and DiscussionThe findings of the research indicate that the product dimension of the marketing mix has the strongest relationship with the dependent variables of the study. Specifically, the effect of the product on perceived quality, store image, brand loyalty, and brand awareness is positive and significant. More specifically, the effect of the product on perceived quality is positive and significant. Similarly, the product has a positive and significant effect on the store image. Additionally, the product dimension has a positive and significant impact on brand loyalty and brand awareness. However, the effect of price on perceived quality is not found to be positive and significant. On the other hand, the effect of price on the store image is positive and significant. The impact of price on brand loyalty is not significant, and the effect of price on brand awareness is not positive and significant. Regarding the distribution dimension of the marketing mix, it has a positive and significant effect on perceived quality. However, the effect of distribution on the store image is not positive and significant. Furthermore, distribution has a positive and significant impact on brand loyalty and brand awareness. In terms of the promotion dimension of the marketing mix, it has a positive and significant effect on perceived quality. However, the effect of promotion on the store image is not positive and significant. Overall, these findings suggest that the product dimension of the marketing mix plays a critical role in influencing brand equity, while the effects of price, distribution, and promotion vary in their impact on the dependent variables of perceived quality, store image, brand loyalty, and brand awareness.ConclusionCenters operating in the saffron industry should prioritize the creation of high-quality products and the establishment of brand loyalty. Additionally, they can enhance the positive perception of customers by focusing on the desirability of after-sales services, maintaining regular communication with customers through representatives, and ensuring that the price of their products aligns with their quality. By implementing these strategies, companies can improve the customers' mental image of the company, leading to enhanced perceived quality, brand awareness, and customer loyalty. This, in turn, will have a positive impact on their overall success in the market.
Agricultural Economics
A.R. Konjkav Monfared; M. Hedayati; F. Forghani Elahabadi
Abstract
Introduction: In the current dynamic export market environment, understanding the market and its developments and trying to meet customer needs in the face of changing it, is another key factor in strengthening the performance of export firms. Therefore, the proper use of dynamic export capabilities ...
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Introduction: In the current dynamic export market environment, understanding the market and its developments and trying to meet customer needs in the face of changing it, is another key factor in strengthening the performance of export firms. Therefore, the proper use of dynamic export capabilities is one of the most widely used strategies for the internationalization of companies. Saffron is one of the strategic products and the most important agricultural product in Iran, which has a special importance in terms of non-oil exports. Iran has the highest potential for saffron exports in the world, but statistics show that the export of Iranian saffron in bulk and lack of saffron processing in the country has caused the low added value of this product. Therefore in spite of having a comparative advantage and even in some cases an absolute advantage for saffron production, because of not paying attention to export capabilities and using its advantages as a competitive advantage in exports, the share of exporters has reduced. Moreover, in this article, we have tried to investigate the effect of dynamic export capabilities of companies active in the field of saffron exports on creating a competitive advantage and improving performance.Materials and Methods: This research is applied in terms of purpose and descriptive-analytical in nature. In terms of time horizon, it is cross-sectional and in year 2019. The statistical population is the commercial units active in the field of saffron export in Khorasan province. Morgan table has been used to determine the sample size, which according to Morgan table and the number of statistical population, the minimum sample size is equal to 120 managers of business units. The questionnaire was used as a data collection tool. In this study, the conceptual model was tested using the partial least squares method and SPSS and PLS software were used to analyze the data.Results and Discussion: The findings indicate a significant positive effect of export potential capabilities on competitive advantage directly and indirectly through export knowledge. Competitive advantage also has a significant effect on performance. The findings of this study show managers what components of dynamic export capabilities, export knowledge, competitive advantage and performance should be considered to improve their performance. This study explains to managers the fact that by investing in export dynamic capabilities, not only they do not lose, but they also gain a competitive advantage through improved performance. Given that the ultimate goal of most organizations is to improve the performance and satisfaction of their customers, and dynamic export capabilities, export knowledge, competitive advantage and performance lead to achieving these goals. The results of this research to the company's managers Export saffron exporters in particular and other managers in the country in general will help to take a step towards improving the dynamic export capabilities, and thus increase the competitive advantage of their organization and thus improve the performance of the organization. The findings of this study show managers what components of dynamic export capabilities, export knowledge, competitive advantage and performance should be considered to improve their performance.Conclusion: Today, growth of export is key for governments to recreate the economy. In almost all developing countries, the issue of export development is at the forefront of government priorities and policies. Saffron is one of the most strategic and important agricultural products in Iran, which is of special importance in terms of non-oil exports. Exports are the most important indicator in the global development of companies, as well as countries. Therefore, export market orientation and competitive advantage are important to increase export performance. So, managers and organizational officials with an emphasis on the relationship between dynamic export capabilities, export knowledge, competitive advantage and performance in export companies active in the field of saffron should be identified by recognizing customer needs to improve dynamic export capabilities. Managers must take steps to improve dynamic export capabilities and create a competitive advantage by identifying customer needs and requirements. In this regard, it is recommended to the active managers of export companies in the field of saffron, along with conducting research and identifying dynamic export capabilities, to strengthen them.
