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  3. Investigating the effect of mixed marketing factors on increasing the sales of Pegah Fars Company in the field of dairy products in Shiraz

Investigating the effect of mixed marketing factors on increasing the sales of Pegah Fars Company in the field of dairy products in Shiraz

Number of pages: 163 File Format: word File Code: 30590
Year: Not Specified University Degree: Master's degree Category: Management
Tags/Keywords: Distribution channel - Marketing mix - price - product - sale - Seller characteristics
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  • Summary of Investigating the effect of mixed marketing factors on increasing the sales of Pegah Fars Company in the field of dairy products in Shiraz

    Dissertation for Master's Degree in Business Administration

    (International Business Major)

    Abstract

    In today's ultra-competitive world, the secret of survival and success of organizations is to understand the competitive structure of the market. Achieving this understanding requires the management's knowledge and understanding of the customer's opinions and wishes, and the evaluation and use of the marketing mix (4P) in the market in order to achieve more sales. In this research, the researcher seeks to identify and prioritize indicators of marketing mix factors that have the greatest impact on attracting and retaining customers of Pegah Fars Company, so that by identifying and prioritizing them, he can help the company's management in relation to marketing decisions. The statistical population of the research is the sellers (supermarkets, stores) of dairy products in the city of Shiraz, out of the total statistical population, 265 stores were considered as a statistical sample.

    In this research, library and field studies and questionnaires were used to collect information, and the research method is a descriptive survey type. The percentage was approved. Then the elements of the marketing mix were ranked by Friedman's test, the ranks are as follows:

    Distribution ranked first, product ranked second, price factor ranked third, seller characteristics ranked fourth, and promotion ranked fifth.

    Key words: marketing mix, product, distribution channel, price, seller characteristics, sales

    Introduction

    In today's competitive world, customers are the main focus of companies' attention and satisfaction. Their quality is the main factor in gaining the competitive advantage of organizations. The requirement to satisfy customers is to fully meet their needs and accurately identify their desires, expectations, desires, abilities and limitations in purchasing products. By obtaining such information, it is possible to identify the factors influencing consumer behavior and use it in making marketing decisions of companies. Therefore, companies' products must be in line with the benefits expected by customers. In this regard, it is necessary to know the different dimensions of the buyer's tendency and to determine the relationship between them and the elements of mixed marketing (Salar, 2008, p. 2). Marketing is used by understanding the needs of customers, developing products and services to meet these needs, effective pricing of products and services, informing customers about the availability of these products and services, efficient delivery and ensuring satisfaction during and after the exchange process. In this way, the organization will be able to supply its products or services according to the needs of customers and expect customers to arrive (Salar, 2018, p. 2). The price should be in accordance with the capabilities of the buyer. This product must be made available to the customer so that they do not have any problems in buying it, and finally the necessary promotions are also done so that potential consumers are aware of the existence of such a product.

    After choosing a target market, marketing managers must formulate a systematic plan to sell to customers and create long-term relationships. Marketing plan consists of decisions about product, price, promotion and distribution. These are the most important types of departments that marketing managers allocate company resources to in order to achieve sales and profitability goals.

    Market share is measured according to the percentage of a company's total sales in a certain period of time to the total product sold in the market.

    Market share can change by changing the variables that are known as marketing mix factors that affect sales growth. For example, by changing product features such as improving product quality, improving packaging or design, more value can be created for customers, or if the prices are flexible according to the demand, the sales price will increase by reducing the sales price, or by increasing the distributors and distribution channels and optimizing the status and speed of distribution, the number of customers will increase. Then the sales size and market share will also increase.

    The market share includes a part of the whole market that a manufacturing or service company owns, or in other words, it meets the needs of that part and serves them (Bolurian Tehrani, 1376, p. 51). and evaluating how to take advantage of factors affecting the market in order to achieve a specific amount of sales and market share.

    Market share is often associated with profitability, and the ratio of the company's performance compared to other competitors can be calculated using the amount of sales and the share that the company allocates from a product or product in the market, for this reason, companies seek to increase their sales compared to competitors. According to the conducted research, the marketing mix is ??of particular importance in determining the company's position in the target market and also in attracting new customers. In fact, one of the most important and decisive factors in maintaining or increasing sales and market share is the marketing mix.

    In other words, the use of the marketing mix allows companies and organizations to create and use a competitive advantage in the market environment.

    Today, due to the breadth and variety of products, as well as many innovations in this field of industry, different products for different tastes are planned to be purchased. And its different brands are noticed, it has become. The buying behavior of customers is also very important due to the wide range of products and different brands. Identifying the factors that play a role in the buying behavior of customers and prioritizing the factors in the order of their importance is important because by studying these factors and prioritizing them, we find out the demands and criteria of the customers when buying products, and one of its benefits is that by knowing the criteria of the customers when buying, we can increase the company's sales by satisfying their demands, and then increase the market share and profit of the company, which is one of the company's goals.

    1-3-The importance and necessity of research:

    According to scientific and technological advances. Dramatic changes in all aspects of human life, without a doubt, customers' buying behavior and how they make decisions will not be without changes. Therefore, organizations and companies will be successful if they can respond to the changing needs of customers as quickly as possible (Hart, 1382, p. 48).

    The success of companies and institutions depends on knowing as much as possible about customers and factors affecting the market. In the meantime, the embedded concept of marketing defined the path of the organization's performance by using a series of controllable variables in an environment that has many uncontrollable factors (foreign market).

    Providing desirable products and ultimately customer satisfaction are important factors that can cause retailers to repeat their purchases.

    Knowing the needs of customers and satisfying these needs by meeting the buyer's desired criteria is one of the most important marketing activities in the sale of goods, which results in an increase in the company's sales, which are these results. It is always one of the main goals of the companies.

    The duty of the marketer is to consider the customer and the competitor and create a mix or a combination of activities that both have competitive advantages and make full use of the organizational capabilities possible.

    1-4-Research Objectives

    The main objective of this research is to investigate the effect of mixed marketing factors on increasing the sales of Pegah Fars Company in the field of dairy products. It is also intended to provide appropriate solutions to increase the sales of Pegah Company in the dairy products market. In the end, Pegah Company is expected to be able to use the results of this study for its strategic marketing plan. In this regard, the objectives of the research are as follows:

    Investigating the effect of mixed marketing factors on increasing the sales of Pegah Fars Company

    Prioritizing mixed marketing factors on increasing the sales of Pegah Fars Company

    1-5- Research hypotheses

    Main hypothesis:

    Elements Marketing mix has a significant and positive effect on increasing the sales of Pegah Fars Company.

  • Contents & References of Investigating the effect of mixed marketing factors on increasing the sales of Pegah Fars Company in the field of dairy products in Shiraz

    Table of Contents

    Chapter One: General research. 1

    1-1-Introduction. 2

    1-2- statement of the problem. 3

    1-3-Importance and necessity of research: 4

    1-4-Research objectives. 5

    1-5- research hypotheses. 6

    1-6-Research field. 7

    1-7-Research method. 7

    1-8- Statistical population. 7

    1-9-statistical sample. 8

    1-10-Definition of words and specialized terms of the plan. 8

    1-10-1- Research variables and operational definition of independent and dependent variable. 8

    1-10-2- Definition of words 8

    Chapter two: 11

    Research background. 11

    2-1- First part: Overview of marketing management. 12

    2-1-1- Introduction. 12

    2-1-2-marketing management trends. 14

    2-1-2-1-production approach. 14

    2-1-2-2-product approach. 14

    2-1-2-3-sales approach. 14

    2-1-2-4-marketing approach. 15

    2-1-2-5- social marketing approach. 16

    2-1-3-marketing process. 17

    2-1-4-market targeting 18

    2-1-5-marketing environment. 20

    2-1-5-1-micro environment. 21

    2-1-5-2-the whole environment. 22

    2-1-6-Consumer purchase behavior 23

    2-1-6-1-Buyer orientation 25

    2-1-6-2-Buyer behavior and marketing mix. 25

    2-2-1- Introduction. 26

    2-2-2-product. 29

    2-2-2-1-product quality. 29

    2-2-2-1-1- traditional quality attitude. 31

    2-2-1-2- Importance of product quality. 32

    2-2-2-1-3- The impact of product quality and service delivery to customers in the marketing mix: 34

    2-2-2-2-Product diversity. 35

    2-2-2-3-Product design. 36

    2-2-2-4-Product features. 37

    2-2-2-5- Trademark. 38

    2-2-2-6-product packaging. 41

    2-2-2-6-1-The place of packaging in marketing. 42

    2-2-2-6-2-packaging functions. 43

    2-2-2-6-3- benefits of packaging for society. 44

    2-2-2-6-4-environmental effects of packaging. 45

    2-2-2-6-5-package as new ads. 45

    2-2-2-6-6-packaging elements. 47

    2-2-2-7- Size, dimensions and volume of goods: 50

    2-2-2-8- Product warranty. 50

    2-2-2-9-Returns of goods. 52

    2-2-2-10-Services. 52

    2-2-3-price. 53

    2-2-3-1-Pricing objectives. 54

    2-2-3-2-factors affecting pricing 56

    2-2-3-3-pricing stages. 58

    2-2-4-distribution channel (location) 61

    2-2-4-1-strategies for choosing the distribution channel. 63

    2-2-4-2- Designing stages of distribution channels. 64

    2-2-4-3-Duties of the distribution channel. 65

    2-2-4-4- types of main distribution channels. 66

    2-2-4-5-properties of proper distribution system. 68

    2-2-4-6-Features of dairy distribution channels. 69

    2-2-5- Promotional and encouraging activities. 70

    2-2-5-1-Effective factors in promotion combination: 71

    2-2-5-2-Advertisements. 72

    2-2-5-3-promotional sales: 74

    2-2-5-4-public relations. 75

    2-2-5-5- Face-to-face sales. 76

    2-2-6-Market share of Pegah dairy products 77

    2-2-7-Research background. 81

    2-3-The third part: Familiarity with dairy products. 85

    2-3-1-History. 85

    2-3-2- Iran Milk Industries Company - Pegah 85

    Chapter three: research method. 90

    3-1- Introduction. 91

    3-2- Type and purpose of research. 92

    3-3- Statistical population and research sample. 93

    3-4- Calculation of sample size. 93

    3-5- The temporal and spatial domain of research. 94

    3-6- Research tools and data collection 94

    6-3-1-The main components of the questionnaire. 95

    3-7- The quality of the research model measurement tool - validity and reliability. 98

    3-7-1- Narrative. 98

    3-7-2- Reliability. 98

    3-7-3-Cronbach's alpha coefficient method. 99

    3-8- Method of data analysis 101

    3-9- Research steps. 102

    Chapter Four: Data Analysis 104

    4-1- Introduction. 105

    4-2- Descriptive statistics: 106

    4-1-1- Age distribution of sellers. 106

    4-2-2- Educational level of supermarket sellers 107

    4-2-3- Work experience 108

    4-3- Inferential statistics: 109

    4-3-1- Factor analysis. 109

    4-3-2- First hypothesis: 113

    4-3-3- Second hypothesis: 114

    4-3-4- Third hypothesis: 115

    4-2-5- Fourth hypothesis: 115

    4-3-6- Fifth hypothesis: 116

    4-3-7 - Impact rating109

    4-3-2- First hypothesis: 113

    4-3-3- Second hypothesis: 114

    4-3-4- Third hypothesis: 115

    4-2-5- Fourth hypothesis: 115

    4-3-6- Fifth hypothesis: 116

    4-3-7 - Classification of the effect of mixed elements of marketing on increasing the market share of Pegah Company 117

    4-3-8 - Ranking of product factor indicators. 118

    4-3-11- Rating of personnel factors. 120

    4-3-12- Ranking of promotion factor indicators. 121

    Chapter Five: Conclusion. 122

    5-1- Introduction. 123

    5-2- Research summary. 123

    5-3-Conclusion. 124

    5-3-1-The result of the investigation of the first research hypothesis. 124

    5-3-2- The result of examining the second hypothesis of the research. 125

    5-3-3- The result of examining the third hypothesis of the research. 126

    5-3-4- The result of examining the fourth hypothesis of the research. 126

    5-3-5- The result of examining the fifth hypothesis of the research. 127

    5-3-6- Prioritization of factors affecting sales and market share of Pegah Fars Company. 128

    5-4- Compatibility of findings with previous research. 128

    5-5- Analysis of the results and suggestions related to the research topic. 129

    5-6-suggestions for future research. 133

    5-7- Research limitations. 134

    Resources. 136

    Questionnaire. 147

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    Arbabi, Ali Mohammad. (1350). Commercial advertising. Tehran: Publications of Faculty of Social Communication Sciences, first edition.

    Arjamand Kermani, Saman. (2010). Master's Thesis: Investigating the impact of the mixed role of marketing on the development of handwoven carpet exports in Kerman province. Islamic Azad University, Qeshm Branch.

    Esfidani, Mohammad Rahim. (2006). Marketing strategy in online markets. Tehran: Business Studies and Research Institute. Ismailpour, Hassan. (1384). Fundamentals of Marketing Management. Tehran: Negah Danesh Publishing House. Secrets of advertising, translation: Hamidi, Korosh, Frouzfar, Ali. Tehran: Missionary Publications.

    Irannejad Parisi, Mehdi. (1378). Research methods in social sciences. Tehran: Maidan Publishing.

    Bulourian Tehrani, Mohammad.(1376).Marketing and Market Management.Publications of Business Studies and Research Institute.

    Pour Ghafari Lahiji, Azadeh.(1383). Iran's propaganda under the microscope. Electronic magazine of Iran Information and Documents Center. 1(2).

    Pour Ghafari, Azadeh. (2007). Prioritizing the degree of impact of each element of the marketing mix on the behavior of book buyers. Allameh Tabatabai University

    Pour Karimi, Javad. (1381). Media advertising and audience attitude change: a psychological approach to advertising. Research and Measurement Quarterly, 29. Khaki, Gholamreza. (2004). Research method with an approach to thesis writing. Tehran: Reflection Publications, first edition.

    Delavar, Ali. (1374). An introduction to measurement theories (psychometrics). Tehran: Samit Publications.

    Danaei Far, Hassan, Elwani, Mehdi, Azar, Adel. (2013). Methodology of qualitative research in management: a comprehensive approach. Tehran: Safar-Eshraghi Publications.

    Rezaian, Ali. (1376). System analysis and design. Tehran: Samit, first edition, p. 154. Ranjbran, Hossein. (1378). Marketing and market management. Tehran: Neshar Trading.

    Rusta, Ahmad, Venus, Daver, Ebrahimi, Abdul Hamid. (1381). Marketing management. Tehran: Samit, 6th edition, p. 216. Salar, Jamshid. (1388). Marketing mix relationship and consumer behavior. Tehran: Tadbir Monthly, 186

    Serka, Walter. (1384). Basics of packaging technology, knowledge: a look at packaging, packaging functions, graphic design. Translated by Hashem Habibi. Tehran: Hirad, 1st edition, p. 17. Sarmad, Zohra, Dabazargan, Abbas, Hijazi, Elaha (1377). Research methods in behavioral sciences. Tehran: Aghat Publications.

    Saidinia, Hamid Reza, Bani Asadi, Mehdi. (2005). Pricing of industrial products. Tehran: Tadbir Monthly, 176.

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    Alipour Shirsawar, Hamid Reza, Parizhi Geshti, Hossein. (2010). Ranking of effective factors in increasing the efficiency of distribution channels and distribution of fast-moving consumer goods. Islamic Azad University of Rasht.

Investigating the effect of mixed marketing factors on increasing the sales of Pegah Fars Company in the field of dairy products in Shiraz
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