تحلیل عوامل مؤثر در بازاریابی مطلوب محصول زعفران از دیدگاه زعفران‌کاران شهرستان گناباد

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار جغرافیا و برنامه‌ریزی روستایی، دانشگاه فردوسی مشهد

چکیده

در فرایند بازاریابی، اهرم‌های مختلفی با عنوان آمیخته بازاریابی تأثیر دارند. با توجه به ارزش اقتصادی محصول زعفران، فقدان عوامل بسیاری در توسعه بازاریابی این محصول کارایی بازار آن را تحت الشعاع قرار داده است. لذا مطالعه حاضر به دنبال شناسایی عوامل مؤثر در فرایند بازاریابی زعفران از دیدگاه زعفران‌کاران و با هدف کاهش حواشی و ناکارآمدی‌های بازار برای این محصول و افزایش سود از دیدگاه تولیدکنندگان است. برای دستیابی به این هدف، از طریق روش توصیفی و تحلیلی به شناسایی عوامل و آمیخته­های بازاریابی (شامل 4 بعد کیفیت تولید با 3 متغیر مقدار و کیفیت محصول، دانش و مهارت تولیدکننده، زمان و شیوه نگهداری؛ بعد شرایط بازار با 3 متغیر عرضه و تقاضا، رقابت و قیمت‎گذاری؛ بعد زیرساختی و فناوری با متغیرهای برخورداری از فناوری، بسته‌بندی و برندسازی و بعد سیاست‌گذاری با متغیرهای قانون‌گذاری، نهادسازی و حمایت مالی) و طراحی پرسش‌نامه­ای محقق‌ساخته و گردآوری داده از بین 362 نفر از زعفران‌کاران شهرستان گناباد پرداخته شد. نتایج نشان داد که تمامی متغیرهای تعیین‌شده در ابعاد فوق دارای تأثیر معناداری بر شبکه بازاریابی مطلوب زعفران از دیدگاه زعفران‌کاران بوده و از این میان براساس مدل معادلات ساختاریEQS، شرایط بازار با ضریب برازش 42/3 مهم‌ترین بعد تبیین­کننده و سایر ابعاد به ترتیب شامل کیفیت تولید، بعد زیرساختی و فناورانه و بعد سیاست‌گذاری بوده است. براساس نتایج می توان گفت که افزایش ارزش‌افزوده حاصل از این محصول با توجه به ارزش این کالا و همچنین مطلوبیت آن برای جایگزینی با برخی محصولات در مناطق خشک، نیازمند تقویت سایر ابعاد آمیخته بازاریابی به‌ویژه حمایت مالی و سیاست‌گذاری است.

کلیدواژه‌ها

عنوان مقاله [English]

Analysis of Factors Affecting the Appropriate Marketing of Saffron from the Viewpoint of Saffron Growers in Gonabad County

نویسنده [English]

  • T. Sadeghloo
Assistant Professor of Geography, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده [English]

The process of marketing had been affected by so many factors that named as marketing mix. Attending to economic value of saffron, lack of factors in marketing development of saffron affect the saffron market efficiency. Therefore, this study try to identifying the effective factors in saffron marketing process from the viewpoint of saffron growers with the aim of reducing the market inefficiencies and increasing the farmers profit. To achieve this objective, factors and marketing mixes using analytical- descriptive methods after designing a questionnaire and collecting data from the 362 saffron growers in Gonabad County were studied. The results show that all variables (four domains: 1. quality of production including 3 variable: the amount and quality of the product, knowledge and skills of producers, time and method of storage; 2. market conditions with 3 variables: supply and demand, competition and pricing; 3. the infrastructure and technology including of technology, packaging and branding and 4. legislative and policy making including legislation, institutionalization and financial support) have a significant effect on saffron marketing network from the viewpoint of saffron growers. The results of EQS model revealed that market conditions was the most important aspect and other aspects are production quality, technological and infrastructure, and the policy making respectively. According to the results, it can be stated that increasing the value added of this product with respect to the value of it as well as its utility for replace with some products in arid areas, it is essential need to strengthen other aspects of the marketing mix, especially financial support and policy making aspects. 

کلیدواژه‌ها [English]

  • Saffron
  • Marketing
  • Marketing Mix
  • Structural Equation Models (EQS)

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