IDENTIFYING AND PRIORITIZING MARKETING PROBLEMS IN IRAN’S POULTRY INDUSTRY
The marketing of poultry products is a critical component of all production systems. Given the importance of the poultry industry in Iran and the marketing challenges it faces, this research aims to identify and prioritize the marketing problems within the industry. Using the Delphi technique, 15 e...
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| Format: | Article |
| Language: | English |
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UUM Press
2025-01-01
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| Series: | International Journal of Management Studies |
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| Online Access: | https://e-journal.uum.edu.my/index.php/ijms/article/view/16983 |
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| author | Seyyedeh Mahsa Hosseini Arash Hajikarimi |
| author_facet | Seyyedeh Mahsa Hosseini Arash Hajikarimi |
| author_sort | Seyyedeh Mahsa Hosseini |
| collection | DOAJ |
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The marketing of poultry products is a critical component of all production systems. Given the importance of the poultry industry in Iran and the marketing challenges it faces, this research aims to identify and prioritize the marketing problems within the industry. Using the Delphi technique, 15 experts from the poultry industry helped identify the main factors causing marketing issues in poultry units. These factors were then ranked according to their importance using the AHP method. The findings classified the main marketing problems into six categories: product, price, supply, promotion, resources, and structure. The "resources" category emerged as the highest priority, while "promotion" was deemed the lowest. Among the sub-indicators, the lack of government support and inadequate facilities from banks and related organizations ranked the highest priority, whereas insufficient advertising for chicken meat ranked the lowest. The most important innovation of this research lies in its comprehensive ranking and prioritization of marketing problems specific to the poultry industry in Iran, an area that previous research has not yet explored.
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| format | Article |
| id | doaj-art-1b393771a1974808ad0d77d62c78bbcb |
| institution | Kabale University |
| issn | 2232-1608 2180-2467 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | UUM Press |
| record_format | Article |
| series | International Journal of Management Studies |
| spelling | doaj-art-1b393771a1974808ad0d77d62c78bbcb2025-01-08T01:40:23ZengUUM PressInternational Journal of Management Studies2232-16082180-24672025-01-0132110.32890/ijms2025.32.1.10IDENTIFYING AND PRIORITIZING MARKETING PROBLEMS IN IRAN’S POULTRY INDUSTRYSeyyedeh Mahsa Hosseini0Arash Hajikarimi1Faculty of Management and Accounting, Danesh Alborz University, Abyek, IranDepartment of Industrial Management, Faculty of Humanities, University of Raja Qazvin, Iran The marketing of poultry products is a critical component of all production systems. Given the importance of the poultry industry in Iran and the marketing challenges it faces, this research aims to identify and prioritize the marketing problems within the industry. Using the Delphi technique, 15 experts from the poultry industry helped identify the main factors causing marketing issues in poultry units. These factors were then ranked according to their importance using the AHP method. The findings classified the main marketing problems into six categories: product, price, supply, promotion, resources, and structure. The "resources" category emerged as the highest priority, while "promotion" was deemed the lowest. Among the sub-indicators, the lack of government support and inadequate facilities from banks and related organizations ranked the highest priority, whereas insufficient advertising for chicken meat ranked the lowest. The most important innovation of this research lies in its comprehensive ranking and prioritization of marketing problems specific to the poultry industry in Iran, an area that previous research has not yet explored. https://e-journal.uum.edu.my/index.php/ijms/article/view/16983Poultry industrymarketingDelphi techniqueIran |
| spellingShingle | Seyyedeh Mahsa Hosseini Arash Hajikarimi IDENTIFYING AND PRIORITIZING MARKETING PROBLEMS IN IRAN’S POULTRY INDUSTRY International Journal of Management Studies Poultry industry marketing Delphi technique Iran |
| title | IDENTIFYING AND PRIORITIZING MARKETING PROBLEMS IN IRAN’S POULTRY INDUSTRY |
| title_full | IDENTIFYING AND PRIORITIZING MARKETING PROBLEMS IN IRAN’S POULTRY INDUSTRY |
| title_fullStr | IDENTIFYING AND PRIORITIZING MARKETING PROBLEMS IN IRAN’S POULTRY INDUSTRY |
| title_full_unstemmed | IDENTIFYING AND PRIORITIZING MARKETING PROBLEMS IN IRAN’S POULTRY INDUSTRY |
| title_short | IDENTIFYING AND PRIORITIZING MARKETING PROBLEMS IN IRAN’S POULTRY INDUSTRY |
| title_sort | identifying and prioritizing marketing problems in iran s poultry industry |
| topic | Poultry industry marketing Delphi technique Iran |
| url | https://e-journal.uum.edu.my/index.php/ijms/article/view/16983 |
| work_keys_str_mv | AT seyyedehmahsahosseini identifyingandprioritizingmarketingproblemsiniranspoultryindustry AT arashhajikarimi identifyingandprioritizingmarketingproblemsiniranspoultryindustry |