Development of Marketing Model based on Cooperation in Small and Medium Businesses of Food Industries of West Azerbaijan province

Document Type : Original Article

Authors

1 Associate Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

2 PhD student in Business Administration-Marketing, Shahid Beheshti University, Tehran, Iran.

Abstract

Objective: The present study aims to develop a marketing model based on cooperation in small and medium businesses to enter and actively participate in markets.
Metodology: The research method is applied and descriptive research and the statistical sample includes 275 and 30 people in two stages of managers and experts of 56 food companies of West Azerbaijan, which has been determined using a simple random method. The required data were collected using two researcher-made and standardized questionnaires that the face, content and structural validity of the questionnaires were confirmed and its reliability was confirmed according to Cronbakh's alpha equal to 0/844 and for analysis.
Finding: Data and model fit of factor analysis, multivariate regression, correlation coefficient, t-test and Friedman test using SPSS and LISRE software. Based on the research results, ten strategies including production, distribution, suppliers, pricing, promotion measures, experiences, investment, processes and joint consortium for a collaborative marketing model with executive solutions that can produce, financial and cost indicators of industries.
Result: Improve the province's food were identified and approved. Finally, suggestions are made for the implementation of the developed model

Keywords

References

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History

  • Receive Date: 18 October 2020
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

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