Strategies of Market Development of for Healthy Food Products in Hamadan

Document Type : Research Article

Authors

V. Azizi ¹

M. Nikooy ¹

M. Khaledi ²

¹ Masters of Agricultural Economics

² gricultural Planning, Economic and Rural Development Research Institute

https://doi.org/10.22067/jead2.v1391i5.28268

Abstract

This study was conducted at the aim of determining development strategies for marketing healthy food products. The study data was collected by conducting field survey and compeleting a questionnaire. Using simple random sampling, about 400 Hamedan citizens were selected in 2013. The data analysis was conducted by ordinal Logit model with method of maximum Likelihood. According to the results, 32 percent of people do not tend to shopping healthy food products, 34.3 percent of people ignored shopping of healthy food products, 33.8 percent of them tend to shopping of healthy food products. The results of estimating the ordinal Logit model presented that strategies such as cognition indicators, environment lover, Advertising and Information, Education, Supportive and monitoring facilities, structural and Service facilities and economic indicator should be considered as marketing strategies to develop healthy food products. In order to develop the healthy food market, the long term programs in the three sectors of products, consumption and marketing should be considered from specific purposes.

Keywords

Keywords: Strategy

Market Development

Healthy Food Products

Ordinal Logit Model

Hamadan

20.1001.1.20084722.1392.27.4.7.7

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