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

Document Type : Complete scientific research article

Authors

1 Department of Forestry, Urmia University

2 Urmia University

Abstract

Materials and methods: SWOT framework was used to analyze the components of the marketing mix. Identification and acknowledgment of strengths, weaknesses, opportunities and threats was conducted using interview questionnaire, then A comprehensive questionnaire was developed using Super Decision-Q software. According to the object 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.
Background and objective: Livelihoods of rural communities living in the northern Zagros forests is largely dependent on the forest. Given the importance and economic value of non-wood forest products, marketing mix of West Azerbaijan province in this study were analyzed. This research regarding the purpose is applicable and regarding the method 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 was conducted using interview questionnaire, then A comprehensive questionnaire was developed using Super Decision-Q software. According to the object 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.

Keywords

Main Subjects

References

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Journal of Wood and Forest Science and Technology
Volume 25, Issue 2
September 2018
Pages 81-96

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