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Design and explain the marketing mix model in the development of the organic food market
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| Author:
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NEDA ZARRINNEGAR, DR. MEHDI MAHMOUDZADEH, DR. GHASEM ESLAMI, DR.VALI MOHAMMAD DARINI
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| Abstract:
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The aim of this study was to design and explain the marketing mix model in the development of the organic food market. The research method was basic-applied in terms of purpose, cross-sectional data collection time, and data type mixed with exploratory approach. The statistical population of the qualitative section included experts, professors and elites of the scientific community and university experts in the field of marketing, as well as experts in the field of organic production. Using saturation principle and snowball sampling method, 12 people were selected as the sample size. The quantitative part included all consumers of organic products in the city of Mashhad in an unlimited number that using Cochran's formula and simple random sampling method, 384 people were selected as the sample size. In order to collect data, semi-structured interviews were used in the qualitative part and a researcher-made questionnaire was used in the quantitative part. Data analysis in the qualitative part using content analysis method was Max Kiuda software and in the quantitative part descriptive and inferential statistical methods were used. The research hypotheses were tested using SPSS as well as PLS and the software results were used in the form of structural equation modeling. Findings showed that the results showed that based on the view of the research participants, a marketing mix with 7 components including product content features, product side features, price, distribution, promotion, brand and customization was obtained to develop the organic food market. . Finally, according to the research results, managers or producers of organic food products can use mixed marketing tools to develop the market for these products.
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| Keyword:
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marketing mix, market development, organic food products.
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| EOI:
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| DOI:
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https://doi.org/10.31838/ijpr/2021.13.03.170
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| Download:
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