Analyzing the export behavior of tea exporting companies

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Hasangholipour Yasouri Mehrdad; LotfiZadeh Fereshteh; Haji Aliakbari Firouze; Moghaddam Abolfazl

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Journal: ADVERTISING AND SALES MANAGEMENT JOURNAL Year:2024 | Volume:5 | Issue:2 Page(s): 97-116

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Title

Analyzing the export behavior of tea exporting companies

Author(s)

Hasangholipour Yasouri Mehrdad | LotfiZadeh Fereshteh | Haji Aliakbari Firouze | Moghaddam Abolfazl | Issue Writer Certificate

Keywords

Export behavior

foreign markets

Tea Industry

Interpretive Structural Modeling

Abstract

Objective identify and level indicators affecting the export behavior of tea exporting companies using the structural-interpretive modeling method.Method: This is a descriptive applied research. The statistical population is the tea exporting companies in Gilan province, and because of the small number of these companies, the census method was used. The respondents to the questionnaire were the senior managers of the companies, 57 people were selected. The data collection tool is a questionnaire, the criteria studied in the questionnaire were identified through background mining and theoretical framework study. 33 indicators were initially selected and by designing the initial questionnaire through these indicators, 16 indicators were finally approved. In the second questionnaire, which was designed for the interpretive structural modeling technique, 16 final indicators were used for stratification.Findings: Sixteen final criteria were leveled using this method in seven sections. According to the final analysis, twelve indicators were selected as dual variables, that is, they have high influencing power. Two indicators were selected as influential variables and two indicators were selected as influential variables.Conclusion: Out of sixteen effective indicators, the index of attractiveness of foreign markets and the strategy of the company were identified as the most important factors. In the following, according to the obtained results, suggestions were presented to improve the behavior of tea exporters in Gilan province, the most important of which, according to the presented levels, include determining the export map, marketing according to the market of the target countries, and the use of e-commerce.

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