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Effect of Appropriate Marketing Mix Strategies on Iranian Protein Products Export Performance

Author

Listed:
  • Hossein Rezaie Dolatabadi

    (University of Isfahan)

  • Mohammad Hossein Forghani

    (University of Isfahan)

  • Seyed Mehdi Tabatabaee

    (University of Isfahan)

  • Fatemeh Faghani

    (University of Isfahan)

Abstract

The purpose of the present paper is to examine effect of effect of appropriate marketing mix strategies on Iranian protein products export performance. 4P (Price, Product, Place, Promotion) were selected as marketing strategies. The data used to test the hypotheses were collected through an online standard questionnaire. The respondents were asked to rate on the scale between strongly agree and strongly Disagree. Reliability of questionnaire was measured using Cronbach Coefficient Alpha. The results show that export performance was affecting all factors except of promotion. Generally, the findings indicate that export development of Iranian protein products is affected by the use of appropriate marketing strategy. Thus, exporters can improve their performance with select appropriate marketing strategy.

Suggested Citation

  • Hossein Rezaie Dolatabadi & Mohammad Hossein Forghani & Seyed Mehdi Tabatabaee & Fatemeh Faghani, 2013. "Effect of Appropriate Marketing Mix Strategies on Iranian Protein Products Export Performance," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 3(3), pages 21-27, July.
    • Handle: RePEc:hur:ijaraf:v:3:y:2013:i:3:p:21-27
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    References listed on IDEAS

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