Analysis of the status of horticulture entrepreneurial marketing in Kermanshah

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.

Abstract

Today, small businesses, including businesses active in the agricultural sector, are considered the life force of the modern economy, but most of the researches and studies conducted in the field of marketing are small businesses, especially agricultural sector. Therefore, the purpose of this article is to analyze the state of horticulture entrepreneurial marketing in Kermanshah city. The statistical population of the research was the gardeners of Kermanshah city (3362), based on Morgan's table, 345 of them were selected and studied using the stratified sampling method with proportional assignment. A researcher-made questionnaire was used to collect research data, the validity and reliability of which were confirmed by the panel of experts and Cronbach's alpha test, respectively. Examining the status of entrepreneurial marketing components showed that, out of seven entrepreneurial marketing components in all horticulture sub-sectors, the customer-oriented component has the highest rank compared to other entrepreneurial marketing components, and the risk-taking component has the lowest average and priority. Based on the obtained results and considering that the operators active in the horticulture sector in the dynamic environment of the market need to attract customers to survive, the customer-oriented component has the highest priority and average, and on the other hand, considering that most of the land of farmers and gardeners in the country and Kermanshah city is especially small in scale; Therefore, this group is looking for the lowest risk in their business, and for this reason, the lowest average and the last priority has been assigned to the risk-taking component.

Keywords

Education and Management of Entrepreneurship

Articles in Press, Accepted Manuscript
Available Online from 21 September 2023

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History

  • Receive Date: 03 August 2023
  • Revise Date: 08 September 2023
  • Accept Date: 21 September 2023

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