Mr Mehdi Kiani Abari, Mr Hosein Khaghani,
Volume 2, Issue 4 (3-2007)
Abstract
Hand made rug is one of the major non-petroleum exported items which directly and indirectly supports the employment of large number of people around 8 to 9 millions in the recent years.The exportation of hand-made carpet has descended and it is considered a serious threat and may end to unemployment for a large number of the countrymen. This is one of the important reasons for the extra decrease of the carpet value. In this regard, the ordinary carpet in Hamedan and Fars and tiny weaved carpet in Isfahan have been investigated. The carpet under the investigation in Hamedan province is of rural woven type, in Fars province is Kashkooli woven type and in Isfahan’s is 34-meter type. The selection of these carpets is according to the experienced expert and the frequency of that type of carpet in the mentioned provinces .The data collection was performed through the questionnaire. The number of samples for each province was assigned at the level of 40” .Then the samples were randomly selected. After the data collection related to production expenditures, the expenditures divided into direct and indirect ones. The direct expenditures consisted of elementary materials and direct wages, and indirect expenditures consisted of electricity, water, rental, and asset. When the expenditure means were assigned, the carpet sale price was computed too. Then the additional value was investigated on the two conditions of self-employment and management. Also, the type of production management was assigned based on the additional value. The results indicated that the additional value on the condition of self-employment and management in Hamedan province for rural carpet is equal to 37726 and 140707 and in Isfahan province for 34 meter type is equal to 82050 and ,161508, and in Fars province for tribal Kashkooli for each meter is equal to 4177 and 28138
Dr Hojjat Varmazyari, Mr Behrooz Razani, Mr Mostafa Moradi,
Volume 14, Issue 33 (9-2018)
Abstract
The main aim of this qualitative study is to recognize the main challenges of Iranian rural hand-made carpet and to explore solutions for policy-making from experts and key informants’ viewpoint. This qualitative study carried out by Grounded theory. The study sample included faculty members, experts of related administrations and institutions, and actors of rural hand-made carpet selected by purposive sampling. Data were gathered using semi-structured interviews. The results of this study revealed that there are five main challenges for Iranian rural hand-made carpet: a) weakness of the management and policy-making, b) limited access to the financial resources and insurance, c) obstacles and limitations of production d) obstacles and limitations of sale and e) wane of weaving. Among others, weakness of the management and policy-making was explored as a key obstacle for development of rural hand-made carpet. This fundamental problem was constructed on the basis of concepts such as lack of management stability and weak organizational position of rural hand-made carpet, ambiguous position of rural hand-made carpet in Iranian annual budget laws and lack of appropriate achievement of national fifth plan. Main changes in area of the management and policy-making seems necessary. The governmental body of this industry should have capabilities for its management and organization in order to achievement of poverty reduction and improvement of rural and nomadic people targets on the basis of rurality and economic activities composition in theses areas. Also establishment and development of contractual model was proposed in order to organise chain of rural hand-knotted carpets’ production and sale chain with emphasis on conservation of rural weavers’ rights.
Miss Fatemeh Sadat Etezad, Dr Mohammad Shaker Ardakani, Dr Hamid Kargar,
Volume 15, Issue 35 (9-2019)
Abstract
New ways of marketing in world trade led to a position that customers are the market drivers. So it is necessary that new ways of marketing to be used in the trade of traditional and valuable Iranian goods. In the world of handmade carpet business, the word sale should not be used. Handmade carpets should be marketed, meaning a permanent relationship in the interest of customers. In this regard, due to the importance of customer relationship management (CRM) and brand extension (BE) for handmade carpet export, the purpose of this study is to investigate the effect of CRM on BE with an emphasis on the mediating role of brand equity in the handmade carpet industry of Iran (studied in Tehran and Isfahan provinces). This study is practical in term of purpose and based on the nature and method is descriptive-causal from the survey branch. Statistical population of the survey are all consumers and buyers of handmade carpets; given the unlimited size of the population, non-random in access sampling method was used. The number of questionnaires distributed was 215, of which 204 responded to the questionnaires.The data collecting tool is a combination of three questionnaires: customer relationship management (Leo et al., 2005), brand equity (Baily et al., 2013) and brand development (Pena & Garcia, 2017). Data analysis was done by Structural Equation Modeling (SEM) with Smart PLS2 software. The results showed that most of the paths and hypotheses were confirmed, but the effect of brand awareness, brand perceived quality and brand loyalty on BE were rejected; the highest effect was the effect of CRM on brand equity (47%) as well as brand equity on BE (89%). Among other paths, CRM has the most effect on the brand perceived quality (brand equity dimension) with an effect level of 60%.On the other hand, the brand association brand has a positive and significant effect on BE among brand equity components with a coefficient of 0.73 and t-value of 7.931. Brand equity also has a mediating role in the effect of CRM on BE, which explains brand development by as much as 47%. On the other hand, among the components of brand equity, only brand association with 66 percent has a mediating role between CRM and BE. According to research findings, CRM, along with brand equity, has played an important role in enhancing the BE of the handmade carpet industry; Therefore, the results of this research can be useful for companies and brands of handmade carpets in order to be able to communicate effectively with customers and ultimately brand development.
