Economics and Marketing
Amirhossein Tohidi; Mohammad Ghorbani; Alireza Karbasi; Ahmadreza Asgharpourmasouleh; Behrooz Hassani-Mahmooei
Abstract
Saffron is one of the most valuable and important agricultural products in Iran, and, it is necessary to consider the preferences of consumers to develop its market. Consumers have different needs and wants, and by benefit segmenting the saffron market, companies can understand customers' preferences ...
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Saffron is one of the most valuable and important agricultural products in Iran, and, it is necessary to consider the preferences of consumers to develop its market. Consumers have different needs and wants, and by benefit segmenting the saffron market, companies can understand customers' preferences in each segment of the market correctly. Therefore, in this study, using the crisp and fuzzy clustering algorithms, the saffron market was divided into homogenous segments, and then, using the results of the conjoint analysis; consumer preferences, attitudes, and demographic characteristics were examined in each saffron market segment. The necessary data were collected from 400 respondents using a stratified sampling method from 13 districts of Mashhad, Iran. The results of this study showed that the saffron market could be divided into six homogeneous segments, and the fuzzy C-means clustering algorithm performs better at finding clusters than k-means, k-medoids, fuzzy Gustafson-Kessel and fuzzy Gath-Geva methods. According to the study findings, in most market segments, the weight of saffron and the packaging type are the most important attributes influencing purchase decisions. Based on the study results, it is suggested that saffron companies consider consumer preferences in different market segments when supplying saffron products and formulating marketing strategies.
Economics and Marketing
Arash Dourandish; amirhossein tohidi; Mona Mousavi
Abstract
Saffron, a valuable agricultural product in the national and international level is valued by consumers in different ways and the price paid for it depends on different factors. Identifying these factors can be helpful to marketing saffron with the price that is consistent with consumer preferences. ...
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Saffron, a valuable agricultural product in the national and international level is valued by consumers in different ways and the price paid for it depends on different factors. Identifying these factors can be helpful to marketing saffron with the price that is consistent with consumer preferences. The major aim of this study is to evaluate the factors that affect the price of saffron in Mashhad using the Hedonic pricing model. What distinguishes this study from previous studies is using the sensitivity analysis approach in the context of artificial neural networks. The information needed for this research was collected from 120 saffron buyers in the city of Mashhad with the random sampling approach. Considering the 14 explanatory variables, the results showed that age and brand have the least impact on the price of saffron, while the consumption goals variable has a significant effect on the price of this product. Among the goals, nutritional uses has a positive effect, and medical and industrial uses have a negative effect on the price of saffron. According to the research findings, manufacturers and suppliers of saffron are recommended to price the product according to the buyers’ consumption goals, sale style and the saffron type, respectively.
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
Arash Dorandish; Amirhossein Tohidi; Parisa Alizadeh
Abstract
Packaging is a tool for recognition and differentiation of product and it plays a crucial role in consumers' purchasing decisions, and it can be used to create competitive advantages. Saffron is one of the most important agricultural crops in Iran and its packaging in accordance with consumer demand ...
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Packaging is a tool for recognition and differentiation of product and it plays a crucial role in consumers' purchasing decisions, and it can be used to create competitive advantages. Saffron is one of the most important agricultural crops in Iran and its packaging in accordance with consumer demand increases sales and satisfaction of the consumers. Therefore, the main objective of this study is to rank the factors affecting the packaging from the perspective of consumers of saffron in Mashhad. Data was collected in the form of 99 questionnaires that have been answered by the consumers of saffron in Mashhad in 2015. Analytic hierarchy process (AHP) was used to rank these factors. The results showed that labeling information about internal and international standards and saffron nutrients on the package have the greatest impact on consumer preferences. Also, the results of the ranking alternatives indicated that attention to the brand labelled on the packing is the most important issue from the perspective of the consumers. Hence, labelling information elements on the package can be a good way for brand differentiation and increasing its value. According to the results, it is recommended that producers and suppliers of saffron pay more attention to features and information elements in package design.
Economics and Marketing
Mohammad Reza Kohansal; Amirhossein Tohidi
Abstract
This study estimate the effect of exchange rate fluctuations on saffron export demand. To this end, the pooled mean group (PMG) approach is used in order to implement the model of auto regressive distributed lag model (ARDL) and vector error correction model (VECM) in the context of panel data. The results ...
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This study estimate the effect of exchange rate fluctuations on saffron export demand. To this end, the pooled mean group (PMG) approach is used in order to implement the model of auto regressive distributed lag model (ARDL) and vector error correction model (VECM) in the context of panel data. The results showed that, relative price of exports has a negative and significant effect on Iran's saffron export demand. In the short- and long-term, the estimated price elasticity suggests that Iranian saffron export demand is price inelastic. The results indicate that real income effect of importing countries on the export of Iranian saffron is positive. In the short-term, income importing countries has no significantly effect on Iranian saffron export demand, while the long-term effect is significant at the 0.01 level. In both short- and long-term, the results indicate that exchange rate has a significant, positive effect on Iran's saffron export demand. The exchange rate elasticity of export demand for Iran's saffron is elastic in both short- and long-term. Therefore, the devaluation of the Rial, Iran's currency, led to a significant increase in the export of Iranian saffron. Also, the results showed in the short-term, the unpredictability of exchange rate fluctuations lead to increase the degree of risk aversion of exporters of Iranian saffron and so they prefer to deal with this issue by reducing their export. However, in the long-term, the income effect dominates the substitution effect, and exchange rate fluctuations has a positive effect on the export of Iranian saffron by creating profit opportunities.
