Application of the Grounded Theory Method to identify the factors affecting marketing success for Organic Iranian Agricultural Products

International Journal of Agricultural Management and Development

مقاله 8، دوره 11، شماره 2، شهریور 2021، صفحه 285-295   

نوع مقاله: Research Article

نویسندگان

Bahman Ghasemi Dakdare¹؛ Mehrdad Goodarzvand Chegini^{* 2}؛ Ebrahim Chirani¹

¹Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

²Department of Public Administration, Rasht Branch, Islamic Azad University, Rasht, Iran

چکیده

The main purpose of this study is to provide a model of the factors affecting the success of marketing organic Iranian agricultural products. This research has been done by qualitative approach using the grounded theory method. Data collection tools were semi-structured interviews. In order to collect information, by using the targeted sampling method, 12 marketing managers of companies producing organic agricultural products were interviewed. Data analysis was performed in three stages of open, central and selective coding, in which 343 key concepts and 111 codes and 32 sub-categories were identified and classified into 5 main categories including "Product-related factors", "Price-related factors", "promotion-related factors", "Consumer-related factors" and "Production-related factors". Finally, a comprehensive model of the factors influencing the marketing success of organic agricultural products is presented.

کلیدواژه‌ها

Marketing؛ Organic Agricultural Product؛ Grounded Theory

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