Analysis of marketing mix elements of non-wood forest products in West Azerbaijan province

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MAHMOUDI SH.; MOUSAVI MIRKALA S.R.; HOSSEINZADEH O.; MOTAMEDI J.

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Journal: Journal of Wood and Forest Science and Technology Year:2018 | Volume:25 | Issue:2 Page(s): 81-96

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Title

Analysis of marketing mix elements of non-wood forest products in West Azerbaijan province

Author(s)

MAHMOUDI SH. | MOUSAVI MIRKALA S.R. | HOSSEINZADEH O. | MOTAMEDI J. | Issue Writer Certificate

Keywords

Non-wood productsQ1

Marketing mixQ1

ForestQ2

West AzarbaijanQ1

ANPQ1

SWOTQ1

Abstract

Background and objective: Livelihood of rural communities living in the northern Zagros Forests is largely dependent on the Forest. Due to the importance and economic value of nonwood Forest products, Marketing mix of West Azerbaijan province were analyzed in this study. This research regarding the purpose is applicable and methodologically is descriptive. Materials and methods: SWOT framework was used to analyze the components of the Marketing mix. Identification and acknowledgment of strengths, weaknesses, opportunities and threats were conducted using the interview questionnaire, then a comprehensive questionnaire was developed using Super Decision-Q software. According to the objective and purpose of the present study, due to lack of relations, Analytic Hierarchy Process (AHP) technique was used to analyze the data. Experienced non-wood Forest products businessmans, University professors and experienced stakeholders were qualified as an expert. Sampling was selective and experts were selected according to literacy and experience in each stage. Results: The results of analysis of five components of the Marketing mix using SWOT framework for components of the product, price, place, promotion and the environment showed that the unique quality of products in the province, imports of cheap foreign products, the possibility of transportation with a variety of vehicles, government support for employment initiatives taken in the field of processing and promotion of suitable harvesting with respect to the weight of 0. 152, 0. 193, 0. 226, 0. 155 and 0. 118 are the most important strengths, weaknesses, opportunities and threats. Conclusion: However, important weaknesses and threats were identified by experts but there are many strengths and opportunities if to be considered, there is the possibility of rapid improving of the Marketing mix of the non-wood Forest products. In case of considering these opportunities, local people get more benefits and their livelihood will be improved. It’ s economic impact on the lives and livelihoods of local people will be improved.

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APA: Copy

MAHMOUDI, SH., MOUSAVI MIRKALA, S.R., HOSSEINZADEH, O., & MOTAMEDI, J.. (2018). Analysis of marketing mix elements of non-wood forest products in West Azerbaijan province. JOURNAL OF WOOD AND FOREST SCIENCE AND TECHNOLOGY, 25(2 ), 81-96. SID. https://sid.ir/paper/368872/en

Vancouver: Copy

MAHMOUDI SH., MOUSAVI MIRKALA S.R., HOSSEINZADEH O., MOTAMEDI J.. Analysis of marketing mix elements of non-wood forest products in West Azerbaijan province. JOURNAL OF WOOD AND FOREST SCIENCE AND TECHNOLOGY[Internet]. 2018;25(2 ):81-96. Available from: https://sid.ir/paper/368872/en

IEEE: Copy

SH. MAHMOUDI, S.R. MOUSAVI MIRKALA, O. HOSSEINZADEH, and J. MOTAMEDI, “Analysis of marketing mix elements of non-wood forest products in West Azerbaijan province,” JOURNAL OF WOOD AND FOREST SCIENCE AND TECHNOLOGY, vol. 25, no. 2 , pp. 81–96, 2018, [Online]. Available: https://sid.ir/paper/368872/en

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