Agricultural Marketing and Commercialization Journal

Journal Information

Publisher: Islamshahr branch

Editor-in-chief: Vali Borimnejad

Website:  amc.iiau.ac.ir

Number of Issues: 4

Number of Articles: 29

Update date:  2020/02/18

Journal Archive

Current Issue

The Relationship of Cultural Investment with Development of Tourism Attractions in Tehran

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 1-13

The purpose of this study is to investigate the relationship of cultural investment with tourism development in Tehran. In this study has been used by questionnaire tool, from the kind of descriptive-correlation survey method. The statistical population of the study includes all managers, deputies and experts of Tehran Cultural Heritage, Handicrafts and Tourism Organization who served in one of the affiliated centers of Tehran in 2017-2018. According to Cochran formula, 234 managers, deputies and experts of Tehran Cultural Heritage, Handicrafts and Tourism Organization were selected as statistical sample. The findings of this study indicate that the variables of natural attraction, cultural attraction, man-made attraction and cultural investment with cultural investment variable are at the level of confidence, significant and positive (99%) in all cases. Also regression analysis about interpreting the prediction rate of development of human-made, natural and cultural attractions by cultural investment showed that cultural investment was predict 0.285, 0.26 and 0.394 respectively of changes in development of human-made, natural attractions.

Investigating the Relationship between Brand and Customer Loyalty in Store Product Marketing ETKA Chain in Tehran

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 14-21

Brand equity is one of the assets that preserve both the value of the company and the loyalty of customers. The brand is the promise that the manufacturer gives to the consumer and obliges the company to be honest about the products and services it offers. The main purpose of this article is to investigate the relationship between brand and organizational loyalty in the marketing of ETKA Chain Store Products in Tehran.
The purpose of this research is applied and developmental in terms of purpose and in terms of data type is descriptive or non-experimental and correlation in terms of how it is implemented.
The research tool was a researcher-made questionnaire, which was asked in 306 people (sample size) selected from the statistical population (1500) (by Cochran formula).
Based on testing the main and sub-hypotheses of research, analysis of variance and fitting the research regression model, the main research hypothesis is confirmed. This means that there is a significant relationship between corporate culture and marketing.

Investigating the Role of Rural Cooperatives in Marketing of Agricultural Products

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 22-30

The purpose of this study was to investigate the role of rural cooperatives in marketing agricultural products in Mahabad city. This research was practical and descriptive-analytical method. In these study researchers for collect information used library and documentary and field studies. The sample population was 349 members of rural cooperatives in Mahabad city that selected by using cluster sampling method. The validity of the questionnaire was confirmed by a review of a panel of executive experts and faculty member in this field. The reliability of the questionnaire was also calculated by using Cronbach's alpha coefficient (0.91). Descriptive and inferential statistics were used to analyze the data. The results showed that supplying fuel, supervising and guiding and supporting members and providing counseling and guidance services about market issues to the members were the most important functions of cooperative companies. The results of Pearson correlation coefficients indicate that there is a positive and significant relationship found between the performance of rural cooperative companies and the marketing of agricultural products. The results of multiple regression analysis showed that about 43% of marketing of agricultural products changes are explained by the provision of services and advice, market regulation, support, and credit and loans.

Providing a Comprehensive Framework of Strategy Development on Promotion of Urban Environmental Management in District 22 of Tehran Municipality

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 31-44

Increasing population growth and urbanization problems require an environmental management with a strategic approach. The purpose of the study is to investigate how urban environmental management in the district 22 of Tehran is in order to promote. In this regard, the Fred.R.David `s Strategy Comprehensive Approach was used. In the first stage were used the preparation of the statement of macroeconomic goals and objectives, at the input stage, the external evaluation matrices and internal factors evaluation. At the comparative stage,  to identify the weaknesses, strengths, threats and opportunities of the matrix, and then to determine the status of management and to propose the best kind of strategy The modified position matrix and IE matrix were used. Ultimately, the QSPM matrix was used to execute the decision making process. According to the findings of the research and the final score of less than 2.5 determined in the environmental management of the municipality of district 22 of Tehran, the strengths and opportunities obtained to overcome the disadvantages and threats have not been properly used and the type of strategy, defensive. The results showed that three strategies, “Evaluation of Areas Requiring Protection”, “Reforming Legal and Organizational backgrounds, Reforming Organizational Structure and Integrated Urban Management are the most important Promotion strategies for urban management.

Effect of Holding Specialty Exhibition of Agriculture for Developing Modern Irrigation Systems

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 45-54

The goal of the present research is studying the Effect of Holding Specialty Exhibition of Agriculture for Developing Modern Irrigation Systems. The statistical society of this research is all farmers attending agriculture exhibitions; in which, 127 persons were selected by a simple random method. The data collection tool was a questionnaire and in order to determine the validity of the questionnaire, it benefited from comments of faculty members and experts in promoting agriculture and irrigation. The Cronbach's alpha for the reliability of research tool is 0.895 and the results of research hypothesis show that there is a significant relationship between the development of modern irrigation systems as the dependent and independent variable and attending at specialty exhibition of agriculture, farming properties, effectiveness properties and level of familiarity with irrigation systems. Moreover, the independent variable described 47% changes in the dependent variable.

The Impact of Using Natural Resources Energy on Increasing Environmental Health and Reducing Building

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 55-61

Climate change, the growth of energy consumption, and the insecurity of fossil energy sources became a global energy challenge with the first alarm in 1970 and with the recurrence of the 1984 and 2005 crises on a global scale, affecting the work of researchers and programs of governments and policymakers. As the trend continues in today's world, the spread of environmental pollution on the planet has added to it. Accordingly, the present study aims to investigate the state of energy to date and pay attention to the providence of studies by international organizations and institutions. The building sector accounts for about 40% of the world's energy consumption, with a high share of greenhouse gas emissions. The results show that in order to control the challenges and reduce the factors being affected by this sector in energy consumption and the environment, creating a suitable environment for the use of renewable energy in architecture is essential and can be an effective solution to overcome these challenges.

Examine the sale ethical impact at the trust and loyalty policyholders’ life insurance (Case Study: Iran Insurance Company in Tehran)

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 62-70

The purpose of this study is to evaluate the effect of ethics on life insurance insurers' trust and loyalty in Iran Insurance Company in Tehran. This study is descriptive, and a standard questionnaire was used to collect data. The validity and reliability was confirmed by professors and experts, and also, it was confirmed using confirmatory factor analysis, and reliability of the questionnaire was confirmed using Cranach's alpha, (α=0.811 for ethics sale), (α=0.766 for trust), and (α=0.850 for loyalty). The sample of the study, involving 384 patients, and the availability random cluster sampling method was used. Kolmogorov-Smirnov test, and structural equation modeling, has been used to analyze the data. The results show that morality sales and confidence in the loyalty insurers life insurance, has positive and significant effect on Iran Insurance Company in Tehran, as well as ethics sale, has a significant positive effect on life insurance insurers' confidence, and the mediating role of trust insurers in the relationship between ethics, sales and loyalty, was confirmed.

Investigating the Impact of Corporate Culture on Relational Marketing (Case Study: Selected Subsidiaries of Saipa in Tehran)

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 71-81

The main purpose of this study is to investigate the relationship between corporate culture and affiliate marketing at Saipa Company. The statistical population of this study is all employees and managers of Saipa subsidiaries based in Tehran. The sample of the study consisted of 9 people who were selected by simple random sampling. The questionnaire was used for data collection and its validity was confirmed by content analysis. The significance of the relationship between the independent variables (corporate culture dimensions) and the dependent variable (relational marketing) was tested by Pearson's correlation method and the significance of all relationships was confirmed. A regression test was used to investigate the simultaneous effect of independent variables. The results showed that all three types of separation, quasi-separation and zero correlation for teamwork with marketing variables were more than commitment and after commitment more than consequentialism.

Investigating Factors Affecting Customer Acceptance in Using Applications in the Digital Product Marketing Platform

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 82-94

The purpose of this study is to investigate the factors affecting customer acceptance of using applications in the context of digital marketing of mobile products. This research is quantitative research with the purpose of application and descriptive survey strategy. The statistical population of the research is Bamilo customers in Tehran. The sample was calculated based on the Cochran formula of 384 people. The researcher used random cluster sampling to select the sampling method. The validity of the research questionnaire was obtained through face validity (expert opinion) and construct validity (confirmatory factor analysis test) and its reliability through Cronbach's alpha coefficient. In this research, data analysis was performed by a path analysis test. The results showed that overall technology readiness had a significant effect on 5 variables of customer attitude, perceived usefulness, ease of use, excellent performance, and perceived compliance. Also, understanding the usefulness has a significant effect on customer attitude and customer desire. In addition, four variables of ease of use, excellent performance, perceived compliance and store reputation have a significant impact on customer attitude. Also, three variables of ease of use, excellent performance and perceived compliance have a significant effect on perceived usefulness.

Influence of Investing in Relational Marketing on Customer Loyalty

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 95-109

Today, the importance of customer loyalty is increasing more and more, and is being recognized as the most important competitive advantage of organizations and its role in success and development of business is undeniable. Purpose of this study is to investigate the effect of Investing in relational marketing on customer loyalty. The research method was descriptive-survey and an applied one. The statistical population of the study includes customers of Pars Khazar`s permanent sale branches in Tehran. The sampling method was Non-random sampling available. Using Cochran’s formula 384 people were chosen as the sample size. To gather the data two standard questionnaires, namely Lu and Lin (2010) for Relational Marketing, and Randell Till (2005)  to measure Customer Loyalty were used. Univariate regression analysis test was used to analyze the data. Descriptive and inferential statistics (Kolmogorov test, correlation coefficients and regression) and Spss software were used for data analysis. The results indicated that Investing in Relational Marketing has an impact on customer`s loyalty.

Managers' competence based on large of competence and decision making in social security -scale status and areas organizations

Agricultural Marketing and Commercialization Journal, Volume 3, Issue 1, Pages 110-127

The purpose of this study was to design a competency model based on the description of competency dimensions and decision making style of managers. The statistical population of this study included senior, basic and middle managers of social security organization (2764 persons). The research method is descriptive-survey and the data collection was done using the questionnaire of macro competencies, dimensions of competencies of managers whose validity were 91.5, 9.9.9 and 0.86, respectively. Data were analyzed using descriptive and inferential statistical methods and tests such as Pearson's correlation coefficient, univariate t-test, Kolmogorov-Smirnov test and exploratory and confirmatory factor analysis using SPSS 21, MINITAB software, Version 17 and LISREL version 8/8 are used. Considering the mean obtained for variables of macro competence, their competency dimensions and decision making style in social security organization, it can be said that these variables are too satisfactory. The results indicate that there is a significant relationship between the areas of high competence with the dimensions of managerial competence in social security organization. It was also found that there is a significant relationship between the components of the individual domain, the technical domain, and the interactive domain with the dimensions of managerial competence in the social security organization.

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