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Autor
Khodaparasti Ramin Bashir (University of Urmia, Iran)
Tytuł
Ranking the Most Effective Marketing Mix Elements on the Sales of Javid Darb Company Products : an AHP Technique
Źródło
Journal of International Studies, 2015, vol. 8, nr 2, s. 164-173, rys., tab., bibliogr. 11 poz.
Słowa kluczowe
Marketing-mix, Ranking, Analityczny proces hierarchiczny, Produkt
Marketing-mix, Ranking, Analytic Hierarchy Process (AHP), Product
Uwagi
summ.
Firma/Organizacja
Javid Darb Company
Javid Darb Company
Abstrakt
The purpose of this study is to rank the most important and effective marketing mix elements in the sales of Javid Darb Company's product in the West Azerbaijan Province of Iran. Considering this issue, the Analytical Hierarchy Process (AHP) has been used as the evaluating method. Two questionnaires have been used in this study. The first one was designed with 26 questions to identify the most effective elements of marketing mix in the sale of the door industry. The research population consisted of 50 participants, who were all active as CEOs of the companies in the West Azerbaijan Province of Iran. The second questionnaire, based on the results of the first questionnaire, was designed for ranking of effective elements. The Population of this questionnaire is consisted of 54 CEO's, Experts and Staff who were representatives of Javid Darb Company. Data was analyzed by SPSS software and reliability of questioner was determined by Cronbach's Alpha Coefficient. The Coefficient value was 0.86, showing high ratability of the first questionnaire. Using paired comparison and analyzing them by Expert Choice, the final weight of each element of the marketing mix was determined and thus the final obtained weights were ranked accordingly. The results showed that the first four effective elements in order of priority were product, price, promotion and place. (original abstract)
Pełny tekst
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Bibliografia
Pokaż
  1. Alipour, M. & Moniri, S. M. (2012). Ranking the Marketing Mix Elements Affect on the Behaviors of Industrial Electrical Heaters Consumers (Case Study: Kaveh Industrial City). Middle-East Journal of Scientific Research 12 (11), 1560-1565.
  2. Chitsazian, A. H., & Chitsazian, A. R. (2010). Designing and Ranking Marketing Mix Components Iran's Handmade Carpet. Journal of Association of Iranian Carpets, 17, 53-69.
  3. Gholipour Soleimani. A. (2009). Prioritize the factors affecting the hotel industry's marketing with AHP method. Journal of Geographical Perspective, 8, 157-177.
  4. Kim, J., & Hyun, Y. (2010). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Journal of Industrial marketing management, 40, 424-438.
  5. Mahdavi, I., & Zarif, F. (2013). Ranking the Marketing Mix in tourist and religious destinations using MADM techniques (Case Study: Mashhad). Journal of Quantitative Studies in Management, 2, 59-78.
  6. Mameghani, A. R., & Sarmad Saeedi, S., & Kabaranzad, M. R. (2011). Identifying and Ranking Key Effective Factors in New Product Development (NDP) in SIPA Automobile Group Co. with AHP approach. Journal of Industrial Management Studies, 20, 167-194.
  7. Mashevari Uma, R. & Nagamuthu, G (2014). Impacts of marketing mix on the consumer experience in fast food industries. International Journal of Research and Development, 3, 19-23.
  8. Salomon, V & montevechi, J (2001). A compilation of comparisons on the analytic hierarchy process and others multiple criteria decision making methods: some cases developed in Brazil. 6th ISAHP 2001 Berne, Switzerland.
  9. Shekofteh, M. (2012). Identify and rank of factors affecting of consumer purchase decisions in purchase of Iranian tea (Case Study: Bojnord). PhD Dissertation, University of nonprofit work - Unit Khorramdarrah Iran.
  10. Sukran Seker & Mesut Ozgurler (2012). Analysis of the Turkish Consumer Electronics Firm using SWOT-AHP method. Social and Behavioral Sciences, 58, 1544-1554.
  11. Yoo, B. H., & Donthu, N., & Lee, S. H. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Cytowane przez
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ISSN
2071-8330
Język
eng
URI / DOI
http://dx.doi.org/10.14254/2071-8330.2015/8-2/14
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