Identifying and Prioritizing the Marketing Mix of Fresh Vegetables in the South of Kerman Province

The purpose of this study is to identify and prioritize the marketing mix of fresh vegetables (tomatoes, potatoes, onions, cucumbers) in the south of Kerman province. The method used in this study is a mixed approach. The statistical population in the qualitative section includes 28 experts who were selected using a targeted method. Also, the statistical population in the quantitative section includes 160 experts and farmers of Kerman province, who were selected through Morgan's table and simple random sampling method. The analysis has been done in the qualitative part by coding the components. In the quantitative part, the confirmatory factor analysis of the model has been done using the form of structural equations and using Smart-PLS3 software. Finally, using DEMATEL approach, it has been prioritized and determined the cause and effect relationships of the components. The extracted model in the qualitative section includes 41 components in the framework of 9 main components (price, product, place, process, promotion, dedicated network, human resources, review and analysis, and packaging). The results of the factor analysis confirm the confirmation of the qualitative model. Finally, the order of influence of the components in DEMATEL method includes; Manpower, product, process, place, investigation, promotion, dedicated network, packaging, price and effectiveness order including; It is price, process, packaging, promotion, place, product, dedicated network, review and human resources. What can be obtained from this research is that the main and local sales channels complement each other and create opportunities for different types of farmers and reach different consumer segments.