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Showing 9 results for Marketing
Designing and Ranking Internal Marketing Mix Factors of Iranian Carpet
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. 

Factors Affecting the Export of Turkmen Carpet
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.

Identifying and Prioritizing Effective Factors on Carpet Exporting Small and Medium Enterprises (SME,s)
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).

The design and conceptual modeling triggers for Iranian hand-woven carpets based on holistic marketing approach using an interpretive structural modeling (ISM)
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.


Design Idea for a suitable advertising campaign for the introduction of Kashan 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.

Investigating factors affecting the European ::union:: importers' buying decision making to buy Iranian handmade carpet
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.
 


Structural model of the effect of adaptive sale behavior strategy on marketing effectiveness: mediated role of marketing emphasis in handmade carpet industry
Dr Alireza Amini, Dr Esmail Mazroei Nasrabadi, Mrs Tayebeh Jafari,
Volume 14, Issue 33 (9-2018)
Abstract

Change in sales behavior during customers’ interactions based on received information about the nature of their position gives more information about their situation and needs and finally it obtains customer satisfaction and marketing effectiveness. In this study, the impact of adaptive selling behavior and mediated role of marketing emphasis on marketing effectiveness of handmade carpet has been investigated. The interest population of this research is handmade carpet dealers in Tehran city. its sample size was calculated 305 people by Cochran's formula and random sampling method was used. researchers utilized structural equation modeling (SEM) to analyze gathered data. The results showed that adaptive selling behavior has direct effect on marketing emphasizes and marketing effectiveness in handmade carpet. Moreover, marketing emphasizes mediate the relationship between adaptive selling behavior and marketing effectiveness.         


investigate and Classify the Most Important Effective Components of P7 Marketing Mix on Demand for handmade Carpets (Case Study of Sistan Handmade Carpets)
Zohreh Amiri Sardari, Mr Mohim Shihaki Tash, Mr Aligholi Roshan,
Volume 15, Issue 36 (3-2020)
Abstract
Sistan's handmade carpet is a legacy left from authentic Iranian culture and tradition which is now in decline. The decline in sale has lead to reduction in production of these carpets. The purpose of this study is investigating the status of the marketing process based on the 7P model (product, price, place, promotion, people, process, physical evidence) in Sistan handmade carpet industry. This research is descriptive-survey, also sampling method is random clustering and sample volume is 81 people. The validity of the questionnaire was calculated based on the theory of professors and industry experts and its reliability was calculated using Cronbach's alpha test and composite reliability. The collected data were analyzed using Partial Least Squares (PLS) and structural equations, the results of which showed that 6 components except the place component were significant. The results of paired comparisons of 7P components were obtained by AHP method. The results obtained from the AHP method are the most effective 7P components in the handmade carpet industry of Sistan with product weight of 0.331 and then individuals’ component with weight of 0.322.

The role of marketing effectiveness and capabilities on relation beetwen export market orientation on export performance Iranian handmade carpet companies
Mrs Faeze Sabori, Dr. Mohammad Javad Taghipourian, Dr. Leila Andervazh,
Volume 15, Issue 36 (3-2020)
Abstract
Today, the speed of change in the areas of technology, software and hardware, market knowledge and even the political economy of countries on the one hand and as well as the initiative with the speed of action in business areas has made companies face the challenge, it has become the era of competition today, which contributes to the extent to which a company achieves its own goals based on export performance. Accordingly, the present study seeks to investigate The Investigating Impact of export market orientation on export performance, with the role of mediating marketing effectiveness and marketing capabilities. The research method is quantitative- survey, and which 154 executives of carpet companies are focused on as non-random available sampling, A standard questionnaire has been distributed online and personally. The results were evaluated using SPSS software in the descriptive section and according to the abnormal distribution of data based on Smart PLS of inferential section.  The results of the findings indicate that the market orientation of the export on marketing capabilities and marketing effectiveness have a significant effect on the confidence level of 0.99 and 0.95 respectively. Also, marketing capabilities and marketing effectiveness on export performance have a significant effect on the confidence level of 0.95 and 0.99, therefore, export market orientation, either directly or indirectly with the variables of marketing capabilities and marketing effectiveness on export performance of carpet export companies has a significant 99% confidence level.
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