Document Type : Research Paper
Authors
1
MSc of Agricultural Management, Faculty of Economics and Agricultural Development, University of Tehran, Tehran, Iran.
2
Assistant Prof. of Agronomy, Rice Research Institute of Iran, Deputy of Mazandaran, Agricultural Research, Education and Extention Organization (AREEO), Amol, Iran
3
Faculty of Economics and Agricultural Development . University of Tehran,Karaj ,Iran
10.22059/ijaedr.2023.357579.669210
Abstract
Despite the existence of a marketing need, the use of new methods and ideas, including branding, in marketing and selling rice products has been neglected. In this regard, the present study was carried out with the aim of strategic analysis of branding in the rice value chain in Mazandaran province. The statistical population of the research included 250 experts, specialists, activists, entrepreneurs and experts related to the value chain of rice products in Mazandaran province, all of whom were considered as a statistical sample using the census method. Ultimately, 203 people participated in this research and the necessary data were collected. In this research, in order to measure the validity of the questionnaire, the opinions of active and knowledgeable professors and experts in the field of marketing and branding were used, and the reliability of the research tool was confirmed with the total Cronbach's alpha of 0.986. A researcher-made questionnaire was used to collect data. In the framework of PESTEL analysis model, the present study investigated the building of rice brands in Mazandaran province in six dimensions (political, economic, social, technological, environmental and legal). Using the mean and the coefficient of variation of the dimensions, the economic, environmental, political and legal dimensions were ranked first to fourth, respectively. Based on this, the exploratory factor analysis showed that in the economic dimension, the components of the business environment, production costs, market demand, economic growth and investment; in the environmental dimension, the components focus on integrated pest management and farm stabilization, development of civil institutions and compatible cultivars and sustainable agricultural activities; in the political dimension, the components of institutional support, pricing and new technologies, market policies, peripheral threat factors and executive factors; and in the legal dimension, the components of legal incentives, agricultural legal issues and production support laws were identified. The results of this study would help the organizations and institutions, executive bodies and farmers active in the rice production chain develop successful brands and improve the value chain, which would promote improvements in the quality and quantity of crop yield, and the processing and marketing of the rice product. It increases crop productivity and ultimately increases the income from this sector.
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