Determining and prioritizing the attractiveness indicators of the target market of the South Caucasus region for the export of Iranian agricultural products

Document Type : Original Article

Authors

1 associate of professor ,university moahghegh ardabili. business management

2 Ph.D. student of Business Administration of Mohaghegh Ardabili University

3 Master student of Mohaghegh Ardabili University

10.30490/aead.2024.362471.1522

Abstract

The purpose of the present study is to rank the market attractiveness indicators of the South Caucasus region for the export of Iranian agricultural products using the AHP method. In terms of direction, this study is in the category of applied research and in terms of nature, it is in the group of exploratory research. Also, in terms of data certainty, it is considered qualitative. The statistical population of the current research is a group of experts, exporters of agricultural products and university professors, among which 16 interviews were conducted and analyzed. The results were extracted using the document review method and then ranked using AHP hierarchical analysis. After analyzing the interviews and prioritizing by AHP method, 15 final factors to evaluate the market attractiveness, including the factors of market growth speed, the opportunity to earn profit in the market, intensity of competition, ease of entering the market (threat of new entrants), bargaining power of buyers , the influence of cultural, social and legal factors were identified as unattractive. By reviewing and summarizing the indicators for evaluating the attractiveness of the markets that have been proposed so far in previous researches, indicators for evaluating the potential of the markets for export were presented.

Keywords

Main Subjects

Agricultural Economics and Development

Articles in Press, Accepted Manuscript
Available Online from 17 February 2024

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