Analyzing the Branding Challenges of Damavand Apple: Application Grounded Theory

Document Type : Research Paper

Authors

1 Ph.D. Student, Department of Agricultural Extension and Education, Garmsar Branch, Islamic Azad University, Garmsar, Iran.

2 Department of Agricultural Extension and Education, College of Agriculture, Garmsar Branch, Islamic Azad University, Garmsar, Iran.

3 Assistant Professor, Department of Agricultural Economics, Faculty of Agriculture, University of Tehran, Karaj, Iran

4 Associate Professor of Department of Agricultural Extension and Education, College of Agriculture, Garmsar Branch, Islamic Azad University, Garmsar, Iran.

10.22059/ijaedr.2023.352345.669195

Abstract

Text Iran ranks fifth in apple production in the world, and Damavand apple has good production in this regard, but this product does not have a suitable brand in national and international markets. The purpose of this research was to analyze the branding challenges of Sib Damavand: through the application of foundational data theory. The research method was qualitative and it was based on the data theory. The statistical population were specialists and experts in the field of branding agricultural products, who were selected using the purposeful sampling method and the snowball technique. Sampling continued until theoretical saturation was reached and finally 15 people were selected as a sample. The data was collected through semi-structured interviews. For data coding, maxqda12 software was used to validate the results using the Lincoln and Goba evaluation method. Retest reliability (consistency index) and intrasubject agreement method (reproducibility index) were validation methods. The results showed; Retest reliability index is 79% and intra-subject agreement is 76%. Based on this, a foundational theory of the challenges of Damavand apple branding was drawn. The central phenomenon of Damavand apple branding challenges and causal conditions (expectations and experience of customers, international competition, attitude and knowledge of farmers, abuse of product names, sales and marketing issues) and strategies (branding knowledge, strengthening organizations, Incentives and drivers, government and agricultural jihad role), background conditions (Ability to produce products with high quality and quantity, skilled manpower, knowledge and communication and access to the market), intervening conditions (brand cost, market monopoly, export, research and development) and finally cause Creating consequences (more sales and higher prices, development of exports, increase in income and development of the agricultural sector of the city) were drawn.Key words: Branding, Damavand apple, grounded theory, competition, export.

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