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)
  1. Barker, J. (1989). Agricultural marketing. Oxford: Oxford University Press.
  2.  Chijioke Asogwa, B. and Ada Okwoche, V. (2012). Marketing of agricultural produce among rural farm households in Nigeria: the case of sorghum marketing in Benue State. International Journal of Business and Social Science, 3(13): 269-277.
  3. Czinkota M. R., Ronkainen, I. A. (2002). International Marketing, Harcourt College Publishers, US.
  4. Doyle, P. (1998). Marketing management and strategy, 2nd edition. Prentice Hall press.
  5. Farahmand, K., Daneshvar Kakhaki, M., Shahnooshi, N., Ghasemi, V. and Hemmati Kakhaki, A. (2013). Factors affecting market development of saffron using Fuzzy Delphi. Journal of Agricultural Economics: Journal of Iranian Agricultural Economics Society, 6(3): 121-143. (Persian)
  6. Feli, S., Pezeshki Rad, GH. R., Cheyzari, M. and Yaghoubi, A. (2010). Packing industry and its role on saffrons export. Journal of Agricultural and Natural Resources Engineering Organization, 5(20): 62-66. (Persian)
  7. Getnet, K., Verbek, W. and Viaene, J. (2005). Modeling spatial price transmission in the grain markets of Ethiopia with an application of ARDL approach to white teff. Journal of Agricultural Economics, 33: 491-502.
  8. Ghorbani, M. (2010). The economics of Saffron in Iran. Journal of Acta horticulturae, 739(739): 321-331. (Persian)
  9. Gummesson, E. (1999). Total relationship marketing, 1st edition. Butterworth- Heinemann press.
  10.  Hosseini, S. and Ahou Ghalandari, M. (2008). Analysis of marketing margin of saffron. Sixth Conference of Iran Agricultural Economy, Mashhad, Agricultural Economy Siciety of Iran, 28-29 November, Ferdowsi university of Mashhad. (Persian)
  11. Jari, B.  and Fraser, G. (2009). An analysis of institutional and technical factors influencing agricultural marketing amongst smallholder farmers in the Kat River Valley, Eastern Cape Province. South Africa. African Journal of Agricultural Research, 4 (11): 1129-1137, Available at http://www.academicjournals.org/ajar
  12. Javid, A. R., Mohammadi, H. and Farajzadeh, Z. (2008). Economic analysis of marketing and export issues of saffron in Iran with emphasis on Fars province. Journal of Economical Reasearch and policies, 16(45): 29-57. (Persian)
  13. Jobber, D. (2001). Principles and practice of marketing. 3rd edition. McGraw- Hill.
  14. Katawazy, A.S. (2013). A comprehensive study of afghan saffron. Report of Research, Planning and Policy Directorate, Afghanistan Investment Support Agency.
  15. Kempner, T. (1976). A handbook of management. Pengiuin, London, pp. 10.
  16.  Kheirandish, M. and  Gowda, M.V.S. (2012). Marketing efficiency and price spread for saffron in Iran. Journal of Trends in Agricultural Economics, 5 (1): 23-30. (Persian)
  17.  Kohls, R. L. (1985). Marketing of agriculture products. Macmillan Publishing Company, 866 Third Avenue New 10022.
  18. Kotler, P. (1972). Marketing management, analysis, planning and control. Prentice-Hall, Engleword.
  19. Lee, C. and Griffith, D. A. (2004). The marketing strategy-performance relationship in an export-drivendeveloping economy: A Korean illustration. International Marketing Review, 21(3), 321-334.
  20. Mahdi pour, A., Sadreashrafi, M. and Karbasi, A. R. (2006). Marketing of potato product in Iran. Journal of Agricultural Science, 3(2): 121-130. (Persian)
  21. Makvandi, R. and Amani, R. A. (2016). Investigating the factors affecting the marketing of agricultural products. The First National Conference on Medicinal Plants and Sustainable Agriculture, 10 October, Hamedan, Mofateh university of Hamedan. (Persian)
  22. Masoudi, H. (2013). EQS structural equation software training. Online Handbook, WWW.Hamidmassoudi.com. (Persian)
  23. Moghadasi, R., Asadzadeh, M. and Kazem Nejad, M. (2011). Study of marketing margin of tomato in Khuzestan province (case study of Dezful and Shooshtar cities). Journal of Agricultural Extension and Education Research, 4(2): 43-54. (Persian)
  24. Mohamad zadeh, N., Daneshvar Kakhki, M., Shahnooshi foroushani, N. and Nikookar, A. (2011). Analysis of marketing margin of saffron and its effective factors in Iranian provinces. First National Conference on Sustainable Development Strategies, 9 March, Inactive Defense Directorate (Ministry of the Interior), Natural Disaster Research Institute, Amoo Institute, Tehran. (Persian)
  25. Mzyece, A. (2010). Factors influencing cowpea producers’ choice of marketing channels in ZAMBIA. Available at: http://valuechains.k-state.edu/_Agness%20Mzyece.
  26. Nagle, T. and Holden, R. (2002).The strategy and tactics of pricing:a guide to profitable decision making. Upper Saddle River, NJ:Prentice Hall.
  27. Nehvi, F. A., Qadri, H. and Singh, S. P. (2008). Saffron in India and Iran: A review of production, processing and marketing. Indian Journal of Crop Science, 3(1): 453-462.
  28. Olukosi, J.O. and Isitor, A. (1990). Introducing to agricultural marketing and prices: principles and application. Abuja: G.U. Publication.
  29. Paseban, F. (2007). Investigating the effective factors on iran's saffron export. Journal of Economic resaerches, 6(2): 1-15. (Persian)
  30. Rezvani, M. R., Sadeghloo, T., Faraji Sabokbar, H. A. and Eftekhari, A. R. (2013). The analysis and explanation of the influential factors regarding milk marketing network in rural areascase study: Khodabandeh Villages,vZanjan Province. Journal Of Space Economy & Rural Development (3) 3: 1-28. (Persian)
  31. Roosta, A., Venoos, D. and Ebrahimi, A. H. (2009). Marketing management. Publication of Academic Books(SAMT), Tehran. (Persian)
  32. Rundh, B. (2005). The multi-faceted dimension of packaging: marketing logistics or marketing tool?. British Food Journal, 107 (9): 670-684.
  33. Sanjuán-López, I. A., Resano-Ezcaray, H. and Camarena-Gómez, M. D. (2009). Developing marketing strategies for Jiloca Saffron: a price hedonic model. Spanish Journal of Agricultural Research, 7(2): 305-314.
  34. Shaban, M., Mahmoodi, A. and Showkat Fadaee, M. (2014). A survey on technical efficiency, marketing and market structure of saffron crop, Iran. Journal of Saffron Agronomy & Technology, 1(2): 85-101.  (Persian)
  35. Sherimper, R. (2004). Agricultural markets economy, translated by: Siavash Dehghanian and et al., Ferdowsi university of Mashhad publications, Mashhad, Iran.
  36. Slater, S. F., Hult, G. T. M. and Olson, E. M. (2010). Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. Industrial Marketing Management, 39(4): 551-559.
  37. Torkamani, J. (2000). Economic analysis of production, technical efficiency and marketing of saffron in Iran. Journal of Science and Technology of Agriculture and Natural Resources , 4(3): 29-44. (Persian)
  38. Trienekens, J. (2011). Agricultural value chains in developing countries a framework for analysis.  International Food and Agribusiness Management Reuew, 2: 51-82.

39. Turban, E., King, D., Lee, J. and Viehland, D. (2004). Electronic commerce: A managerial perspective. Upper Saddle River, New Jersey: Pearson-Prentice Hall.