Agricultural Economics
M. Mahmoudi; H. Mohammadi; A. Karbasi
Abstract
IntroductionAccording to United Nations reports, the world population will increase from 7.2 billion people to 9.9 billion people during the years (2016-2050) with 38% growth. With population growth, amount of demand for food consumption (in order to eliminate malnutrition and demand caused by population ...
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IntroductionAccording to United Nations reports, the world population will increase from 7.2 billion people to 9.9 billion people during the years (2016-2050) with 38% growth. With population growth, amount of demand for food consumption (in order to eliminate malnutrition and demand caused by population growth) will increase by 150 to 170 percent by 2050. Today, one of the problems and threats facing the realization of food security in human societies is existence of an unusual amount of agricultural product waste.Every year, about one third and approximately 1.3 billion tons of total food production consumed by humans with a monetary value of 936 billion dollars, it is lost or wasted, which means that 0.9 million hectares and 306 square kilometers of water required for the production of agricultural products are wasted every year. The presence of this amount of waste in Iran's agricultural products indicates a significant waste of resources in country, and management of the country's resources (especially water) according to Iran's climatic situation and forecasting and drawing the future. It is telling that (resources used in agricultural sector) will soon become an important challenge. Considering that in country, 93.5% of water resources are used in agriculture, other issues such as pollution of water reserves, transfer of agricultural water to other sectors and low efficiency of water consumption in agriculture, increasing demand for water, increasing periods drought, phenomenon of fine dust, human impact on natural resources, etc. affect the amount of agricultural production.Subgroups of fruits and vegetables have the largest share in the consumption basket of households, but there are no specific statistics for recent years about share of consumption per capita of households (separated by products used) in Iran. It is important to note that the amount of waste generated by consumers varies between 1 kg per household per week and 4.5 kg per person per week, depending on consumer behavior. Given the significance of agricultural inputs, particularly water, in the production of these agricultural products and their substantial share in household consumption, this research focuses on the fruit and vegetable subgroups. Materials and MethodsThe case study of this research acknowledges that, in addition to consumers in Mashhad, there is heterogeneity among retail and wholesale shops, as well as the city's main market squares, each contributing to varying percentages of agricultural product waste. These differences can fluctuate based on urban areas, necessitating a model that accounts for the heterogeneity within the studied population. Therefore, the multilevel Bayesian model was selected as the most appropriate tool, as discussed in the following section on the modeling methodology. Results and DiscussionBased on the results in Table (7), the gender variable, with a mean value of 0.8285 for its parameter distribution, falls within the estimated confidence interval. It is identified as one of the factors influencing the reduction of waste in fruit and vegetable products. Specifically, being a woman and having women manage household affairs (compared to men) leads to a reduction in waste. Regarding the education level of consumers, waste from fruit and vegetable products is significant only in the group with a diploma to bachelor's degree (compared to the group with education levels below a diploma). The negative sign of the average distribution of its parameter (-1.4599) indicates that this group produces more waste than those with lower education levels. The variable of household size also affects the amount of waste from fruit and vegetable products, with a mean parameter distribution of 0.3151. An increase in household size is associated with a reduction in waste. Additionally, the number of people working in the family (mean parameter distribution = 0.3733) also reduces waste, likely because a higher number of working family members can lead to increased income, allowing for the purchase of higher-quality products. The relative price parameter of agricultural products, with a mean parameter distribution of 0.1475, reduces the waste generated by consumers. As the relative price of agricultural products (e.g., fruits and vegetables) increases—when consumers compare the value of these products to other goods—they realize that consuming these products will result in less waste. Similarly, the parameter related to the distribution location of agricultural products, with a mean parameter distribution of 0.1744, also reduces the waste generated by consumers. This suggests that the more efficiently agricultural products are distributed, the less waste is produced. Suitable places for product distribution can give better access and power of choice to consumer, and based on this, consumer can avoid bulk purchases or worry about running out of products in nearby stores; He avoids and the amount of waste formed by him decreases. Product parameter (goods or services offered to customer) for agricultural products (parameter distribution mean = -0.1902) causes an increase in the waste formed in agricultural products by consumers. In other words, with increase in the supply of products (fruits and vegetables), consumers become more willing to buy and consume (like consuming a specific product during the supply season), and this causes increase in number of purchases to affect the amount of waste generated. Parameter of promoting agricultural products (parameter distribution mean = 0.0683) reduces the waste formed in agricultural products by consumers. With better introduction of product and advertisements related to the production process until its consumption; consumer understands the value of the product and tries to reduce its waste. ConclusionThe research demonstrates that individual and marketing mix factors can effectively reduce waste. Beyond the importance of each link in the food supply chain, consumer-level interventions using the marketing mix (price, product, promotion, and location) can contribute to reducing agricultural product waste. Therefore, studying consumer behavior, considering individual and social characteristics and the influence of the marketing mix, represents a potentially low-cost solution for minimizing agricultural product waste.
Agricultural Economics
S. Yarmand; H. Mohammadi; A. Karbasi; M. Dehghani
Abstract
Export is a crucial driver of economic growth in various countries and significantly contributes to a country's entry into global markets and enhances economic success. In developing countries such as Iran, economic and social development programs prioritize the expansion of exports, particularly high ...
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Export is a crucial driver of economic growth in various countries and significantly contributes to a country's entry into global markets and enhances economic success. In developing countries such as Iran, economic and social development programs prioritize the expansion of exports, particularly high value added agricultural products. The growth in non-oil exports, such as dried fruits, and the entry of domestic producers into new global markets have led to an increased demand for Iran's export products. This has also resulted in higher production levels, increased employment opportunities, and higher value added in the related activities. To enhance export performance, which is a crucial measure of a company's success in utilizing its resources and capabilities in the international arena over a specific period of time, it is important to focus on improving marketing strategies and specialized knowledge. Therefore, this research aims to examine the impact of marketing mix and specialized marketing knowledge on the export performance of small and medium-sized enterprises (SMEs) involved in exporting dried fruits in Mashhad, Iran in 2022. A total of 80 questionnaires were distributed among senior managers, board members, and business managers of dried fruits SMEs using the available sampling method. Structural equation modeling was employed for data analysis and test of research hypotheses. The statistical data and structural equation modeling revealed that the joint impact of marketing mix and specialized marketing knowledge has a positive and significant influence on export performance. In order to improve the company's profitability, it is essential for senior managers and sales managers to recognize the significance of these two factors and undergo relevant training to acquire the necessary skills. Moreover, managers should make effective use of appropriate distribution channels to expand their exports. Simultaneously, they should consider adapting product quality and packaging to align with the preferences of foreign buyers.
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.
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.