Economics and Marketing
Amirhossein Tohidi; Mohammad Ghorbani; Alireza Karbasi; Ahmadreza Asgharpourmasouleh; Behrooz Hassani-Mahmooei
Abstract
Nowadays due to the intensity of competition and continuous changes in environmental conditions, identification of customers' needs and wants is essential to gaining competitive advantage in domestic and international markets. Saffron is one of the most valuable and important agricultural products in ...
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Nowadays due to the intensity of competition and continuous changes in environmental conditions, identification of customers' needs and wants is essential to gaining competitive advantage in domestic and international markets. Saffron is one of the most valuable and important agricultural products in Iran, and for the development of its market, it is necessary to consider the preferences of consumers of this product. Therefore, the main purpose of this study was to rank and evaluate the effect of saffron attributes on the consumer utility of this product in Mashhad city. In this study, 3, 3 and 8 levels were considered for the trade name, packaging type and weight, respectively. In 2020, The data from 400 respondents were collected using a stratified sampling method (with proportionate allocation) from 13 districts of Mashhad-Iran. Using conjoint analysis, the results of the study showed that the weight of saffron marketed and the packaging type are important attributes influencing consumer preferences. In a more detailed analysis and taking into account the attribute levels, the results of the study confirmed that the highest utility values were found in saffron products with pocket packaging and weight of 4.608 gr. According to the study results, to design marketing strategies for different customer groups, saffron companies are recommended to pay more attention to consumer preferences in target markets.
Economics and Marketing
Amirhossein Tohidi; Mohammad Ghorbani; Alireza Karbasi; Ahmadreza Asgharpourmasouleh; Behrooz Hassani-Mahmooei
Abstract
The lack of a clear competitive strategy is one of the major problems of Iranian saffron companies to gain a competitive advantage in domestic and international markets. Therefore, the Picocrocin main purpose of this study is to rank the factors affecting competitive advantage in the domestic and international ...
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The lack of a clear competitive strategy is one of the major problems of Iranian saffron companies to gain a competitive advantage in domestic and international markets. Therefore, the Picocrocin main purpose of this study is to rank the factors affecting competitive advantage in the domestic and international markets of Iranian saffron. Therefore, the importance of marketing resources and competitive strategies for one of the major producers and suppliers of saffron is investigated in this study considering market position theory and resource-based view. A pairwise comparison-based questionnaire is used to collect opinions of experts in the company. Using the analytic hierarchy process method, the results of the study showed that the differentiation strategy has the most effect in gaining competitive advantage. The results also indicate that particular attention must be paid to managerial and customer relationship capabilities in executing the differentiation strategy. Accordingly, improving financial conditions and understanding customers' needs and requirements are among the approaches that lead to development of key company capabilities and gaining competitive advantage in saffron markets.
