تأثیر آمیخته بازاریابی بر ارزش ویژه برند در صنعت زعفران

اقتصاد و توسعه کشاورزی

مقاله 7، دوره 37، شماره 1 - شماره پیاپی 58، فروردین 1402، صفحه 103-117   

نوع مقاله: مقالات پژوهشی

شناسه دیجیتال (DOI): 10.22067/jead.2023.79925.1169

نویسندگان

امیررضا کنجکاو منفرد^* ؛ علی جمدی؛ زهره السادات دعائی؛ عالیه حق‌بین

گروه مدیریت، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

چکیده

هدف از این پژوهش، تعیین عوامل تاثیرگذار آمیخته بازاریابی بر ارزش ویژه برند در صنعت زعفران است؛ در راستای نیل به این هدف رابطه بین عوامل آمیخته بازاریابی (محصول، کانال توزیع، قیمت، فعالیت‌های ترفیعی)، چهار بعد ارزش ویژه برند (آگاهی از برند، کیفیت ادراک شده، تصویر فروشگاه و وفاداری به برند) به وسیله معادلات ساختاری سنجیده شده است. پژوهش حاضر از نظر هدف، کاربردی و بر اساس روش گرد آوری داده‌ها از نوع توصیفی- همبستگی محسوب می‌شود. جامعه آماری این پژوهش، مصرف­کنندگان شهرستان اصفهان و یزد محصولات زعفران در سال 1401 هستند. به این منظور با روش نمونه­گیری غیراحتمالی در دسترس نمونه­ای مشتمل بر 384 نفر تعیین شد. نتایج حاصل شده نشان داد که بعد محصول بر تمامی ابعاد ارزش ویژه برند اثر دارد؛ همچنین قیمت فقط بر تصویر فروشگاه تاثیر معناداری دارد. همینطور توزیع بر تمامی ابعاد ارزش ویژه برند بجز تصویر فروشگاه اثر معناداری دارد و همچنین ترفیع بر کیفیت درک شده و آگاهی برند تاثیر معناداری دارد. بنابراین، مراکز فعال در حوزه زعفران باید تاکید زیادی بر ایجاد محصول با کیفیت و ایجاد وفاداری به برند داشته باشند. همچنین از طریق افزایش مطلوبیت خدمات پس از فروش، استمرار ملاقات نمایندگان پخش با مشتریان و حفظ تناسب قیمت محصولات خود با کیفیت آنها، تصویر ذهنی مثبت مشتریان از شرکت را ارتقا داده و از این طریق بر کیفیت ادراک شده و آگاهی از برند و وفاداری مشتریان خود تاثیر مثبت اعمال نمایند. اگر ایران خواهان افزایش صادرات زعفران و افزایش نقش و سهم خود در بازارهای جهانی است، باید اصول بازاریابی مناسب را در این صنعت رعایت کرد. ایجاد یک هیئت بازاریابی منطقه‌ای برای هماهنگی فعالیت‌های تولید، بازاریابی و صادرات زعفران، توصیه ای به سیاست­گذاران برای صادرات بیشتر محصول زعفران با ارزش افزوده به بازارهای جهانی است.

کلیدواژه‌ها

آمیخته بازاریابی؛ ارزش ویژه برند؛ زعفران؛ وفاداری به برند

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