Identification of Challenges and Designing a Product Sale Improvement Model via Structural Equation Modelling: East Azarbaijan Electronic Power Industry

The purpose of the present applied and descriptive study was to identify challenges in electric power industry in East Azarbaijan province and to design a model for promoting the level of product sales. A researcher-made questionnaire was employed to collect the research data. The content validity of the questionnaire was verified by the specialists in the field and especially the supervisor. The design of the questionnaire initiated with exploratory factor analysis to identify factors influencing efficiency in Electronics Industry. The analyses specified 18 intercorrelated variables that were classified under four general groups including Internal reinforcement like innovative product design, market and sale, macro business environment like technical, social, economic and environmental factors, strengthening internal infrastructures like laboratories, chip design and modern technology and factors related to the industrial context like consumers, customers and competitors. Further, the intervening effect of marketing, competitive and research factors as well as the moderating effect of professional shopping and chip design probability were examined.