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.
Agriculture
Mohammad Seyyedi; Parviz Rezvani Moghaddam
Abstract
Saffron (Crocus sativus L.) is a sterile triploid geophyte plant that is propagated by corms. Considering the crucial role of the mother corms quality in saffron production, a program for "STANDARDIZATION OF SAFFRON CORMS" should be developed in Iran, a measure that has not been taken up yet. There are ...
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Saffron (Crocus sativus L.) is a sterile triploid geophyte plant that is propagated by corms. Considering the crucial role of the mother corms quality in saffron production, a program for "STANDARDIZATION OF SAFFRON CORMS" should be developed in Iran, a measure that has not been taken up yet. There are several obstacles that stop us from having this comprehensive program, for example the lack of standard fields to produce high quality corms, the lack of a clear and precise criteria for sorting produced mother corms, the lack of supervision or poor supervision provided by authorized organizations on production and presentation of high quality corms and unbalanced supply and demand ratio in saffron corms markets, are considered as the most important reasons. Moreover, mixing the healthy and infected corms as well as the storage of corms, regardless of optimal temperature conditions or environmental hygiene, are considered as other challenges in the production and processing cycle of saffron. In this review, some obstacles and prerequisites for implementation of a comprehensive program for STANDARDIZATION OF SAFFRON CORMS are discussed. Further, useful approches and techniques for producing standard corms such as the establishment of managed fields, quality criteria for sorting harvested corms, and the principle storage of corms are outlined. In addition, some effective strategies for the implementation of this program, including the provision of training courses, comperhensive monitoring on the services and functioning in the supply and demand market of saffron corms, helping to meet the needs and demands of consumers, editing incentive plans and supportive programs to saffron producers are specifically provided.
Economics and Marketing
mohammad reza kohansal; Amirhossein Tohidi
Abstract
In terms of quality and quantity, Iranian saffron has a considerable position at the international level and by taking advantage of the existing capacity; we can significantly increase the export earnings from it. On the other hand, sales forecasting based on time series analysis is s a very important ...
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In terms of quality and quantity, Iranian saffron has a considerable position at the international level and by taking advantage of the existing capacity; we can significantly increase the export earnings from it. On the other hand, sales forecasting based on time series analysis is s a very important element for the designing and implementing of marketing strategies in the international arena. However, the conventional approaches to forecasting, by ignoring the linear (or nonlinear) structure of data, do not provide accurate results. Therefore, the main objective of this study is to design a hybrid model consisting of two methods, artificial neural networks (ANN) and autoregressive integrated moving average (ARIMA), in order to overcome the deficiencies and the use of the unique features of the each of these methods. Using the data related to the export of Iranian saffron during the period 1904-2013, the results of the study showed that the ARIMA–ANN hybrid model is stronger and better performance than ARIMA and ANN individual models in order to forecasting of Iranian saffron export. Therefore, given the considerable performance ARIMA–ANN hybrid model, the use of this model is recommended in setting strategies related to the export and also in the forecasting of the forecasting of time series variables.
Economics and Marketing
Mohammad Ghodoosi; Toktam Mohtashami; Mahnaz Motavalli Habibi; Shakiba Sheddati
Abstract
The importance of saffron in the growth of non-oil exports makes it necessary to explain proper marketing systems based on expert priorities. The aim of this study is to identify and prioritize marketing mix elements influencing the increase in export of this product. In this regard, based on McCarthy's ...
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The importance of saffron in the growth of non-oil exports makes it necessary to explain proper marketing systems based on expert priorities. The aim of this study is to identify and prioritize marketing mix elements influencing the increase in export of this product. In this regard, based on McCarthy's 4P model, different criteria for export marketing of this product were determined and prioritized using Analytical Hierarchy Process and interviews with 63 experts in the export of saffron. Based on the findings, product criteria with important sub criteria such as brands, the standard sign and packaging weighting 0.485, have the highest priority in saffron marketing. Promotion criteria (weight 0.281) are the next important in determining the marketing mix. Among the indicators of this criterion, advertisements (0.408), overseas sales (0.23) and specialized exhibitions (0.138) were the determining factors in maintaining Iran`s share of this market. Finally, the criteria of price (weight 0.183) and distribution (0.068) have third and fourth priority in saffron marketing mix. Accordingly, identifying distribution channels in target markets, funding the establishment of an international distribution network for Iranian brands, supporting mechanized production process of saffron, and encouraging and requiring manufacturers to food-grade and health license are required and recommended.
