کاربرد روش داده بنیاد برای شناسایی و تحلیل عوامل موثر بر موفقیت بازاریابی محصولات کشاورزی ارگانیک ایرانی

Subject Areas : Environmental policy and management

بهمن قاسمی ¹ (گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
مهرداد گودرزوند چگینی ² (گروه مدیریت دولتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
ابراهیم چیرانی ³ (گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی ، رشت، ایران)

Received: 2020-04-25 Accepted : 2020-07-25 Published : 2021-06-01

Keywords: بازاریابی, نظریه داده بنیاد, محصولات کشاورزی ارگانیک,

Abstract :

هدف اصلی این مطالعه ارائه مدلی از عوامل موثر بر موفقیت بازاریابی محصولات کشاورزی ارگانیک ایران با استفاده از رویکرد کیفی مبتنی بر نظریه داده بنیاد بود. ابزار گردآوری داده ها مصاحبه های نیمه ساختار یافته با 12 مدیر بازاریابی شرکت های تولید کننده محصولات کشاورزی ارگانیک است که با روش نمونه گیری هدفمند انتخاب شده اند. تجزیه و تحلیل داده ها در سه مرحله کدگذاری باز ، محوری و انتخابی انجام شد که در آن 343 مفهوم کلیدی ، 111 کد و 32 زیر شاخه شناسایی و در پنج گروه اصلی شامل "عوامل مرتبط با محصول" ، "عوامل مرتبط با قیمت" ،. "عوامل مرتبط با ارتقاء" ، "عوامل مرتبط با مصرف کننده" و "عوامل مرتبط با تولید" طبقه بندی شد .در نهایت ، یک مدل جامع از عوامل موثر بر موفقیت بازاریابی محصولات کشاورزی ارگانیک ارائه شده است.

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