Showing 25 results for Market
Dr Khosrow Sobhe,
Volume 1, Issue 1 (3-2006)
Abstract
The Textile Museum & The International Hajji Baba Club
Washington D.C. June 19, 2004
Introduction
Handmade carpet production in Iran goes back to the history, of which is not the subject of this short paper and presentation. Carpet production and in general carpet culture especially in rural areas is combined and mixed with every-day life of many people. In rural places, almost all the women know how to make carpets. They learn this from their mother and grow up with it. Many of them weave the carpets to take to their new homes when they get married. In Iran, carpet is not a mere commodity. It has different cultural, artistic, and historical heritage attached to it.
National Statistics
The population of Iran is about 65 million. In Iran, there are around 1,200,000 looms scattered in 27,000 villages and 210 cities, on which 2,200,000 weavers work. Roughly, 300,000 people work in the related fields such as artistic work, wool preparing and spinning, dyeing, repairing, washing, exporting, transporting and etc. In the year 2002, the export value of handmade carpet was USD 517,000,000, which showed almost 1% decrease to the year before which was USD 522,000,000. In this year, 5,920,000 square meters of handmade carpets were exported from Iran. One square meter of exported Iranian carpet was priced USD 83.00. In the year 2003, the export value of handmade carpet was USD 573,000,000 which showed almost 11% increase compared to the previous year. In 2003, 5,728,000 square meters of handmade carpets were exported from Iran. One square meter of exported Iranian carpet was priced USD 100 in 2003. Table 1 shows the value of Iranian carpet export in US Dollar for the past few years. After oil, handmade carpet is the highest source of foreign exchange earning for Iran. The most important aspect is not the value, but the employment which carpet sector provides as a job, and in most of the cases as a complementary income for the housewives and the families.
Dr. Khosrow Sobhe,
Volume 2, Issue 3 (9-2006)
Abstract
After the World War II was over, and due to the relative peace of mind, a population explosion occurred and baby boomers were born. This generation which is called “Generation X” entered the 80’s as the buyers of homes and consumers of furniture, bed, mattress and rugs. This was one of the reasons for huge increase in demand for Oriental rugs of the 80’s. In this short article, we study three main variables which have played a significant role in the rug market and compare three main factors in two time periods, in the early 1980’s and late 1990’s up to now. The variables under study are:
1- Buyers (who were/are they and how they reacted/react in the rug market?)
2- Sellers and the distribution channels (who were/are they and how they operated/operate?)
3- The rugs (material, color, design, and price)
It is with knowledge of the rug market and its components and studying the trends and changes that we can become successful players in the field, no matter which role we play (producer, exporter, importer, wholesaler, or end user). We use the term “old” to identify the early years of the 1980’s and “new” to identify the late years of the 1990’s and the beginning years of the 21st century. By seller, we mean the dealer or the sales people who sold or sell rugs. By customer, or buyer, we mean the end-user who buys the rug for his/her own use at home.
Mrs Hamide Khaksar Astane, Mr Mohammad Mazhari, Mr Naser Shahnooshi,
Volume 4, Issue 11 (3-2009)
Abstract
Carpet is the most important goods for non-oil export in Iran. More than 25 percent of non-oil export income has come from carpet since 40 years ago. It has a high share in the value of non-oil exports in our country. Accordingly, the goal of this research is studying Iran’s hand-woven carpet export and recognizing goal markets and obstacles of being present in such markets. Doing this, firstly, comparative advantage of Iran’s carpet has been calculated during the years 2000-2005 using RCA, RSCA and indices and then it has been tried to find the potential export markets by identifying Iran’s carpet importer countries and prioritizing them using numerical taxonomy method. The results show that in the field of hand-woven carpet, Iran has a comparative advantage for exporting. But downward trend of comparative advantage of hand-woven carpet during the studied years suggests weakening of competitive position of this product in the world. In other words, downward trend of comparative advantage index of hand-woven carpet indicates the gradual loss of our country’s expertise in carpet export. Prioritizing of the target markets show that the main export markets for Iran’s hand-woven carpet are: America, UAE, Japan and Germany respectively.
Dr Morteza Faraji, Mrs Maryam Maralani,
Volume 5, Issue 13 (9-2009)
Abstract
Regarding the importance of handmade carpet advertising, variety of advertising tools and financial resources limit, prioritization of the tools by expert opinion can be effective in programming and planning on carpet artisan. Two main objectives are to be achieved in this research. The first objective determining importance factor of evaluation indices of handmade carpet advertising tools and the second objective determining priority of advertising tools used in introducing the commodity to customer in domestic target markets. Statistical population in this research includes experts aware of handmade carpet advertising and promotional tools in Tehran province. To access the first objective, eight indices of handmade carpet advertising and promotional tools have been brought up mainly coverage, cost, promptness, durability, trustworthiness, quality, influence and easiness to use. On the basis of Group AHP method and utilization of expert opinions, above indices have been compared in pairs, in determining priority of advertising and promotional tools also on the basis of expert opinions multi-criteria decision making and TOPSIS have been applied. Effectiveness index with the importance coefficient %224, promptness index with the importance coefficient %168, quality index with the importance coefficient %140 and coverage index with the importance coefficient %125 are the main evaluation indices of an advertising and promotional tool. In other words, the more effective, prompt and qualitative a tool covers more people in target society; the more is its importance. Hence, TV, in person presentation, specialized magazines and newspaper are four tools in higher priorities according to mentioned eight indices
Dr Adel Salavati, Mr Meisam Barzegar, Mr Navid Arianejad,
Volume 6, Issue 15 (6-2010)
Abstract
In a competitive environment, identification of appropriate strategies improves a business by choosing the right passage. In this article the effects of competitive strategies of Michael Porter including differentiation, concentration and cost leadership on the expansion of domestic market of Iran’s hand-knotted carpet are evaluated. This research is descriptive and the survey methodology is used. A questionnaire is designed and after accreditation distributed among two respondent groups; i.e. technical staffs of Iran National Carpet Centre and carpet retailers in Tehran who have more than 10 years experience. The results show that all three competitive strategies could trigger the expansion of domestic market of Iran’s hand-knotted carpet. On the other hand, the concurrent implementation of these strategies has different influences on market expansion. In technical staffs’ view, cost leadership has the highest role in market expansion, while the other two strategies have a minor role in domestic hand-knotted carpet market. On the contrary, retailers evaluate two other strategies; i.e. differentiation and concentration, would have higher impact in hand-knotted carpet market expansion, respectively; whereas cost leadership would be insignificant. Although the research hypotheses are accepted, the statistical analysis shows a very significant difference between the views of the retailers and technical staffs of Iran National Carpet Centre.
Dr Hasanali Pourmand, Dr Mohammadjavad Mahdavinejad, Mrs Elahe Imani,
Volume 6, Issue 17 (3-2011)
Abstract
Nowadays new industrial developments and its effects on fashion and consumers' taste have changed the aesthetical paradigms. Therefore it is so important to look contemporary art works in aesthetic perspective as well as commercial one. Hand-woven carpets cannot be suitable and fruitful if ignore either aesthetic condition or commercial requisites. Hand-woven carpets are our national heritage so it is necessary to study this field for developing the place of hand-woven carpets. Market of hand-woven carpet is as important as artistic viewpoint and because of that, this article studies the place of new designs of carpets and its influence. Market system and addressee’s attitude toward new design are the most important issues. Data gathering process that is based on reaching the information from real samples and completing the questionnaires concludes that instigating the need in addressees by new design and also effective advertisements cause that we face with demand, consequently the market gives new order of design to the artistic to enter the market new design. So creative new designs in carpet will attract the interest of consumers and developing the use of hand-woven carpets may play a crucial role in expanding the use of these kinds of national heritage in near future.
Dr Amirhosein Chitsazian, Dr Alireza Chitsazian,
Volume 6, Issue 17 (3-2011)
Abstract
Marketing mix is one of the most important devices that is used in marketing planning. Marketing mix refes to factors and controllable variables that Marketing managers use to satisfy target customers. Marketing scholars identify different factors for different products. In this research at first we proposed five factor model for carpet marketing mix. Then we tested and ranked these factors. Findings showed that historical and artistic gentility is the most important factor in marketing mix. Then promotion, product, price and at last place are other factors in marketing plan.
Mr Abolfazl Esfandiari, Mr Qrban Tajpoury, Dr Alireza Pakzad,
Volume 6, Issue 17 (3-2011)
Abstract
The present study is an applied research using quantitative method. In the first step, the intended factors of marketing mix, production-export consortium and branding of Turkman carpet were studied in existing literature, and then, the quantitative method of questionnaire was used for collecting needed data and extracting basic factors. The questionnaire was prepared by the researcher. After gathering the questionnaires, the collected data were put in the SPSS software and were analyzed through various methods of inferential statistics. For measuring the significance of each component of the questionnaire, the five-point Likert scale, which has ordinal scales, was used to measure the factors and convert them to quantitative data, with giving each factor a number from 1 to 5. The data of the research was collected in a period from October of 2010 to September 2011, and the research was conducted in Golestan province. The population was constituted of five groups: 1. experts, who became expert in managing, scientific and research affairs related to carpet through working in this field; 2. exporters, who sell hand-woven carpets wholesale; 3. importers, who import Iranian hand-woven carpets from Iran into the target countries; 4. retailers, who sell the carpet to the consumers; and 5. weavers, consisting of all real or legal people who produce carpets in workshops or at homes, in cities or villages. For selecting the sample subjects from the first four groups, simple random sampling method was used; and the sample subjects of the fifth groups were selected through the Morgan table and simple random sampling. Therefore, 406 subjects were selected as samples with a balanced and appropriate proportion. By following up the project and informing about the research's goals, all questionnaires were filled out and delivered to the researcher. The Chronbach's coefficient alpha was 93%, and for prioritizing the variables, the Friedman test, and for supporting or rejecting the hypotheses, the binomial test was used. The conclusions show that all hypotheses were significant in export of Turkman hand-woven carpets. Among the hypotheses, the great potential of the province in producing hand-woven carpets was a strong point, and lack of attention to marketing mix, absence of a production- export consortium, and lack of attention to branding were of weak points, which need the especial attention of the provincial and export companies' managers and planners. At the end, besides presenting detailed conclusions and findings, the mentioned issues were summarized, and applicable suggestions were offered to the managers and experts, and also future similar researches.
Mr Ali Vandshoari, Dr Ahmad Nadealian, Dr Aliasghar Shirazi,
Volume 6, Issue 17 (3-2011)
Abstract
Globalization as a part of modern economy has been of huge controversies in different countries including Iran. Since Iran is attempting to increase its non-oil exports and its presence in global markets. Enduring in this competitive worldly market necessitates evaluation of tastes and creation of new markets for the products. Accordingly Iranian hand-woven carpets are among the top exports of the country is looking for a proper position in global trade. Traditional production and concentration on out-dated designs beside blind-weaving and neglecting the customers taste in target markets are the main reasons of the recession in its trade that are in an urgent need of reconsideration. Although carpet is of a great artistic value, its commercial value ought to be kept in mind as well. Studies show that there is a huge gap between carpet production in Iran and its marketing and evaluation of potential customers' taste around the world. It seems as if lack of interest in utilizing modern information technology tools among Iranian carpet traders abroad has caused them not receive enough information about customers' taste and as a result fail in relating the tastes and domestic production. This survey type descriptive study attempts to collect data through field, libraries and internet.
Mr Seyed Mohammad Mehdi Mirzaamini, Dr Fariborz Seddighi Arfa’ei,
Volume 7, Issue 20 (3-2012)
Abstract
Handmade carpet is considered to be one of most important exporting commodities which enjoys a special place in international markets. However, it has not found such importance in domestic markets and, as a result, today handmade carpets are found much less than machine-made ones in Iranian homes. It comes to mind that such weak usage of handmade carpet can be mainly attributed to its high cost. In this survey research, different affluent and middle class districts of four cities, i.e. Tabriz, Ghom, Tehran and Isfahan, have been studied via four steps. The findings show that high cost of handmade carpets is not the only major factor of low usage of these carpet by the affluent classes of the society, but there are other factors which refer to the unawareness of these classes regarding the special properties of handmade carpets compared with the machine-made ones
Mr Mehdi Kateb,
Volume 9, Issue 23 (9-2013)
Abstract
The role of Small and Medium Enterprises (SMEs) in economy and in creating jobs in developing countries is an important parameter, and other important parameters in this field include investigating their economic situation and profitability in order for survival and creating value for customers. Whereas small and medium enterprises which work on sale of Iranian handmade carpets,as the exclusive product with international brand and national position,can benefit from handicraft expertsand human resources,and use domestic resources to answer domestic demand, as well as many customers around the world.Nevertheless,the export of this product has decreased comparing other domestic products, but still experts and active participants in this industry antedate from other domestic and foreign rivals and are successful in development and growth of this product. Identifying effective methods for growth of small and medium enterprises in carpet industry in international economyand the related indicators can be profitable for other active participants and stakeholders, whether in private and corporation sectorsor for planners and policy-makers in this section. This study seeks to answer the question thatwhat elements, despite decreasing exports of carpet, have caused the growth of small and medium Enterprises (SMEs) in carpet export sector. Identifying and prioritizing such parameters are the results of this case study. The geographic scope of this study is the exporters of handmade carpet and during 2013. The research methodology is descriptive-correlativeone and research population include all exporters of handmade carpet which earn over 1 million dollars annually. Data collection was conducted using a questionnaire that was prepared according to review of literature. Dependent variable in this research was growth of small and medium enterprises (SMEs) of carpet industry in international economy, which can illustrate the sales scale, increment and exporting the stuff (MacMillan and Day, 1987) and independent variables include ability and capacities, demands (causes and activators of growth), resources, seasons and manager and service’s owner personal characteristics (Davidson, et al. 2006). Results illustrate that there is a positive correlation between variables of demands and seasons in range of 99 percent to growth of producing services and commercial services of export of handmade carpet.The aim of this research is studying effective factors on the growth of carpet export in Iranian small and medium enterprises (SMEs). The research design is based on correlation. Instrument validity was established by a panel of experts and its reliability was confirmed by filling out 30 questionnaires. Cronbach’s alpha coefficient was calculated for different parts between from 0.75 to 0.84. The statistical population was 124 carpet exporters that during ten past years(2001-2011) exported more than one million dollar. Due to their small numbers,census method was used for data collection. The descriptive results of the research indicated that the average amount of carpet export among Iranian SMEs was 4.5 million dollars. Another result showed that there was positive correlation between demands and opportunities facing these SMEs with their growth. The results of the bivariate regression revealed that 38.4% of variation of SMEs’ growth stemmed from these two factors (between demands and opportunities facing these SMEs).
Mrs Fatemeh Na'alchi Kashi, Dr Mohsen Rasoulian, Dr Hossein Boujari,
Volume 9, Issue 24 (3-2014)
Abstract
The purpose of this research is to identify market developing factors for Iranian handmade carpets in global markets and to rank these factors. As a whole, 120 experts in carpet industry and carpet exporters participated in this study. This research is applied in terms of objective and casual, under survey category, in terms of method. The tool for gathering information is a questionnaire. This research studies the relationship between variables by use of descriptive statistics (frequency distribution table, graphs, and statistical indexes) and inductive statistics (Kolmogrov-Smirnov test, T-test, Freedman test, Kroskal and Alice test and factor analysis). SPSS software is also used to analyze data and to perform aforesaid tests. The results show that: preparing ID cards for handmade carpets, identifying consumers’ demands and creating a brand for handmade carpetscan help the developmentof handmade carpet market. Increasednumber of advertisements has a positive correlation with its development. Exporters’ familiarity with electronic business has a significant relation with handmade carpet market development. Moreover, it became clear that the importance of variables of this research is as follows: advertisement, identifying consumers’ demands, existence of a brand, exporters’ familiarity with electronic business and preparing ID cards for carpets.
Dr Tahmoures Hasangholipour, Mrs Fatemeh Abbasi Bani, Mr Saeed Abbasi Bani,
Volume 10, Issue 25 (9-2014)
Abstract
This paper discusses how branding process of Persian carpet in the U.S. market does work and finally a model based on the performance of Persian carpet exporters has been derived. The population for this study consisted of Iranian exporters; about 130 exporters participated in this survey. A questionnaire including 59 questions was used to collect data and finally the data was analyzed using LISREL and the conceptual model was derived. The results show that Iranian exporters believe that they have control over the international branding activities in the U.S. Market; this has improved their level of brand orientation and international commitment to market development. The Persian carpet exporters view themselves as committed to the needs and requirements of the United States market and they perceive themselves totally brand oriented. In the Iranian exporters' opinion, marketing strategies used in the U.S. market, are working properly and these exporters are satisfied with the results of Persian carpet brand's financial performance in this segment. Finally, the model that emerged shows briefly the factors affecting performance of Persian handmade carpet brand in the U.S. market.
Mrs Najmeh Mirzakarimi Isfahani, Dr. Seyed Jalal-Eldin Bassam, Mr Javad Hassanpoor Nami,
Volume 10, Issue 26 (3-2015)
Abstract
Diversity in the design of hand-knotted carpet may satisfy different tastes in the market as well as cause a boost in the purchase of the product. Isfahan hand-knotted carpet has a unique quality and originality in its design, but these characteristics are almost solely well-known in Isfahan market, so that in the national level, most buyers of Isfahan carpet comprises of Isfahani people. In the current state of affairs bearing the sanctions in the mind, preservation and promotion of Isfahan carpet is of great importance to support the weavers and employees of this industry and to improve their welfare as well as continuation of this national art. In this paper, the hypothesis is that the design of Isfahan carpet suffers from lack of diversity in such a way that it acts as a hurdle in the promotion of the carpet market. To examine this hypothesis, 152 questionnaires were distributed in Isfahan and Tehran carpet markets. Also some questionnaires were filled by Isfahani entrepreneurs and designers of carpets. Sampling was done according to Convenience Sampling method and the answers to the questionnaires were analyzed by the inferential and descriptive statistical analyses. The results demonstrate that if customers would have more favorable attitudes towards Isfahan carpet, the purchasing motivation would increase. Also lack of organized marketing strategy and insufficiency of potent designers are among the factors snagging diversity in the design of Isfahan carpet.
Fatameh Rahim Panah, Phd Mehran Houshiar,
Volume 11, Issue 27 (9-2015)
Abstract
Nowadays, the hand-woven carpet industry has lost its status in international market due to economic issues and international policy towards Iran, moving it into a slow deterioration. On the other hand, the domestic market of hand-woven carpet has recessed in a way that even those few shoppers can’t afford buying carpets.
The hand-woven carpet market situation needs changes in cultural and economic terms. It is time to make use of modern methods and ways, in line with preserving originality and traditional cultural identity in design and color, in order to further boom this industrial art in global market. Carpet design, as an academic discipline, has the capability of training an educated social class with the ability to implement projects with current popular taste and world of education. Therefore, studies on this discipline and making it recognized in amongst traditional carpet marketers is crucially required.
This descriptive-analytic study, with its data being gathered through a field and library research, concludes that with the current economic conditions and the syllabus of carpet design as a discipline at hand, graduates of Carpet as a field of study, design and coloring, for instance, obtain the crucial skills needed to become a skillful designer, producer, export consultant etc. scientifically and technically. The final conclusion could be that the current recession of hand-woven carpet market needs young new thoughts. Old designs and colors do not respond to the needs of today’s confused market. Graduates of this field of study have the needed skills to consult with experienced producers, in order to achieve more of a financial productivity
Dr. Davod Feiz, Mr Mohammad Ali Siah Sarani Kajori,
Volume 12, Issue 30 (3-2017)
Abstract
Iranian hand-woven carpets as a strategic commodity in the field of non-oil exports is important, The identification of barriers to the industry and provide optimal solutions to facilitate its exports is important. This study aims to identify barriers to the export of Iranian handmade carpets using holistic marketing approach and offering its facilitators in the form of a concept model. In the first study, using a qualitative approach (content analysis), 57 code as barriers to the export of Iranian carpet extraction and according to semantic relationships were categorized into 6 classes and To overcome these obstacles, as facilitator for each class a concept proposed. In the second stage, using quantitative approach (interpretative structural modeling), the conceptual model was developed triggers for Iranian hand-woven carpets. Finally, the use of leverage-dependent matrix and conceptual model of research proposals to facilitate export of Iranian carpet was presented.
Mrs Seyedeh Akram Oliyaei Tabaei, Mr Mohammad Reza Shahparvari, Mr Seyed Mohammad Mehdi Mirzaamini,
Volume 13, Issue 31 (9-2017)
Abstract
Electronic advertising is a process that in addition to the introduction of the product and after-sales service, to inspire customers by means of the Internet for shopping. Electronic advertising due to high speed and low cost marketing of goods is concerned. Due to the expansion of this new advertising method in the present society, This study aimed to assess the views of carpet on Internet advertising to increase the effectiveness and credibility based on consumer behavior has been done. The need for careful attention to the fact that the position of Iranian carpet as a floor due to a variety of consumer products according to existing tools and on the impact of advertising on consumer behavior and the approach to be considered further. Thus, with regard to the purpose of this research and the need to position electronic advertising on the carpet, The questions raised in this research is the most important of which is the Can Carpet electronic advertising models based on consumer behavior be evaluated? Which of the dynamics of communication and content on cognitive reactions, emotions and attitudes affect consumers?
The field study was conducted and documents and questionnaires for data collection library that the population of 103 was selected based on Morgan table. The population of the Iranian Internet users, all of which, they are familiar to the field of handmade carpets that somehow exposed to Internet advertising carpet or carpet had been linked sites, which have been included in the questionnaire. The aim of this study is to validate Internet advertising associated with carpet, a model based on the behavior of consumers as to the quality of the product offered good advertising. The results show that drivers with 0/51 cognitive impact on consumer response and 0/42 impact on the emotional response of consumers have the greatest impact 0/32 erotic content and cognitive impact on consumer response and the impact on the emotional response of consumers 0/28 and priorities more accurately to stimuli content of the communication driver. The drivers of content and communication have not been any impact on consumer attitudes according to the research that is necessary for the impact on Internet advertising content is associated with greater emphasis carpet.
Mr Mohammad Karimian Ravandi, Dr Hamidreza Yazdani, Dr Hamidreza Irani,
Volume 13, Issue 32 (3-2018)
Abstract
Handmade carpet in addition to dimensions of occupation, export, and economic interests, from dimensions of art and culture, has long been a symbol of the rich culture of this land and has special celebrity worldwide. In between the important case that has been ignored is Iranian domestic market, and it seems more reasonable to first stabilize the situation in meeting domestic and get its markets and then, consider export aspects. According to information released by stakeholders of handmade carpet, lack of communication with consumers and their recognition and targeted and creative advertising and marketing is ignored in Iranian handmade carpet and Kashan handmade carpet. The main goal of this research is designing idea of the advertising campaign for introducing Kashan handmade carpet in Iranian domestic markets. So, after achieving a right model for the advertising campaign, this study using interview and documents in terms of obtained model was evaluated and information obtained through these two instruments was described to is answered the main research question (right advertising campaign for Kashan handmade carpet industry has what features). This comprehensive evaluation is with case study strategy and using the qualitative content analysis method. In results of the research was reached to create the main idea and advertising campaign strategy to introduce Kashan handmade carpet, according to market segmentation and unique benefits of this product. In this campaign target market are young people with good income and upper-middle class with female gender and characters that are interested in brand that by handmade carpets for breaking and consumption, by focusing on this fact that you are looking for softest and best price of handmade floor, buy Kashan carpets made of wool, idea for this campaign, is focus on cheap and softest carpets for underfoot that Kashan due to the coarse texture and wool is soft and is very proper due to reasonable price and in this respect it is unique as if costumers are buying the most authentic and best Iranian handmade carpet. In last of this research, is presented recommendations to future researchers in the handmade carpet industry.
Dr. Malihe Siyavooshi, Dr. Mohammad Ghafournia, Mr. Nader Vesali,
Volume 14, Issue 33 (9-2018)
Abstract
Abstract: The main objective of this research is to identify the factors affecting the importers' decision to buy Iranian handmade carpet . This research is applied and is qualitative in terms of the type of data used. The research data were collected using interview with Iranian handmade carpet importers in the European ::union:: who were present at The 25th International Handmade Carpet Exhibition in Tehran. The sampling method was accessible, and the sequential method was used to determine the sample size. Accordingly, with14 Iranian handmade carpet importers to the European ::union:: were interviewed, that of which 11 persons were originally European and 3 persons Iranians residing in Europe. Data analysis was performed using qualitative content analysis. The content analysis results led to the identification of 233 primary codes that were categorized as 62 selective codes. By reviewing and filtering selective codes, 38 sub themes were identified, which were ultimately classified into 5 main themes. Some of the indicators have a positive effect and some have a negative influence on the decision to buy Iranian carpet. The ten main identified themes are: product, price, distribution, promotion, and environmental factors. Some of the indicators identified in this research, such as ordering capability in production, supply quality, negative media space against Iran, uniqueness of carpet, having a reliable business partner in Iran, provide international credentials, economic situation in the destination country, and etc. ,for the first time and from the perspective of importers were mentioned; which illustrates the distinction of this research with previous research on carpet marketing.
Dr Rasoul Abbasi, Mrs Zohre Kazemi,
Volume 14, Issue 33 (9-2018)
Abstract
The handmade carpet of Iran with outstanding cultural and artistic qualities is a product that has been registered in the non-oil export basket of Iran for decades as a significant commodity. The purpose of this research is to determine the importance of indicators for assessing promotional and promotional tools for handmade carpets and to determine the priority of tools used to introduce this product to customers in foreign target markets. The statistical population of this research consists of 19 experts and expert experts in exporting handmade carpets in Tehran province. Fuzzy AHP method was used to determine the weight of each index as well as to determine the priority of promotional and promotional tools. Were placed. Also, according to the TOPSIS method, exclusive exhibitions, media, commercial ads, publications, tourism tours in Iran, sales, sales representatives, price discounts and sales awards are the top priorities. The research results include suggestions for exporters and planners in this area.
