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

Hossein Rezaie Dolatabadi, Mohammad Hossein Forghani (), Seyed Mehdi Tabatabaee and Fatemeh Faghani
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Hossein Rezaie Dolatabadi: University of Isfahan
Mohammad Hossein Forghani: University of Isfahan
Seyed Mehdi Tabatabaee: University of Isfahan
Fatemeh Faghani: University of Isfahan

International Journal of Academic Research in Accounting, Finance and Management Sciences, 2013, vol. 3, issue 3, 21-27

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.

Keywords: Strategy international marketing; export; marketing mix (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijaraf:v:3:y:2013:i:3:p:21-27

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