Document Type : Original Article
Authors
1
Department of Agricultural Extension and Education, Faculty of Agriculture, Razi University, Kermanshah, Iran.
2
Department of Entrepreneurship and Rural Development, Faculty of Humanities, Ilam University, Ilam, Iran.
3
Researcher, Social and Economic Research Department, Ilam Agricultural and Natural Resources Research and Education Center, AREEO, Ilam, Iran.
Abstract
Small businesses, including those in the agricultural sector, are considered the lifeblood of modern economies. However, most marketing research has focused on small commercial enterprises, with little attention paid to the importance of marketing in agriculture. This study aims to analyze the status of entrepreneurial marketing in horticulture in Kermanshah County. A descriptive survey method was employed, with the statistical population consisting of 3,362 horticulturists in Kermanshah. Using Morgan’s table and stratified proportional sampling, 345 horticulturists were selected for the study. Data were collected through a researcher-developed questionnaire, the validity and reliability of which were confirmed by an expert panel and Cronbach’s alpha (0.84), respectively. The assessment of entrepreneurial marketing components revealed that, among the seven components examined across all horticultural sub-sectors, customer orientation had the highest ranking and most favorable status, whereas risk-taking had the lowest mean and weakest performance. The findings suggest that since horticultural operators operate in a dynamic market environment, customer retention is critical for survival, explaining the high priority given to customer orientation. Conversely, the small-scale nature of most orchards leads growers to minimize business risks, resulting in the lowest emphasis on risk-taking. The study highlights the need for targeted planning and policy attention to enhance entrepreneurial marketing among Kermanshah’s horticulturists. Key recommendations include: Expanding insurance and support services to mitigate business risks, establishing processing industries to increase farmers' profits and reduce waste and also organizing local horticultural product exhibitions to strengthen customer-oriented infrastructure. These measures can significantly improve entrepreneurial marketing components for horticultural producers.
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