Analyzing the development strategies of the market of healthy and organic products in food industry units of Kermanshah province
Author(s):
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
Today, the production and supply of healthy and organic products in many countries plays a decisive role in their economic development. In this regard, Kermanshah province, despite its high potential in producing healthy and organic products, has unfortunately not been able to allocate a significant share of the relevant markets. Therefore, it is necessary to conduct a research with the main goal of analyzing the development strategies of the market of healthy and organic products in food industry units of Kermanshah province. For this purpose, a mixed (qualitative-quantitative) approach, of successive exploratory type and using fuzzy Delphi method was used. The study population of this study included all key informants in the field of research in Kermanshah province. Documentary-field method was used to collect data. Data collection tools were used in the qualitative phase, document review, in-depth and semi-structured interviews, field note-taking, and in some cases group discussion, and in the quantitative phase, the researcher-made questionnaire. The results of the study showed that market development strategies for healthy and organic products in Kermanshah province, respectively, include marketing, advertising and information, trust and accountability, behavioral-motivational factors of consumers, economic status of the target community, cognitive factors, cultural factors, regulatory factors, Managerial factors, infrastructural-technological factors and policy-legal factors. Therefore, in order to develop the market of healthy and organic products at the community level, long-term planning and targeted policies must be done in different sectors of production, marketing and consumption of healthy and organic food products.
Keywords:
Language:
Persian
Published:
Journal of International Business Management, Volume:5 Issue: 4, 2023
Pages:
227 to 247
https://magiran.com/p2540040
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