بررسی تأثیر عوامل آمیخته‌ی بازاریابی بر افزایش فروش محصولات زراعتی‌گل‌خانه‏‌ای بازار تربار ولایت فراه

Abstract

In today's hyper-competitive world, the key to the survival and success of organizations lies in understanding the competitive structure of the market. Achieving this understanding requires managers to be knowledgeable about customer opinions and demands, as well as effectively applying the marketing mix (4Ps) to drive sales. This research aims to identify and prioritize the strengths, weaknesses, and key indicators of the marketing mix factors that have the most significant impact on attracting and retaining customers of greenhouse agricultural products in the Tarbar Bazaar of Farah Province. The statistical population for this study comprises wholesalers and retailers of greenhouse agricultural products in Tarbar Bazaar, totaling 53 individuals. A combination of library research and field data collection was employed, with the research categorized as descriptive and survey-based. To test the research hypotheses, one-sample t-tests were conducted separately for each component of the marketing mix, all of which were confirmed with 95% confidence. The findings highlight several strengths, including the creation of exhibitions at the point of sale, effective product promotion, the naturalness of products, and sales on credit. Weaknesses identified include a lack of consistency in fulfilling orders, insufficient cooperative activities, and inadequate government attention to addressing low-price competition from neighboring countries. Finally, a Friedman test was conducted to rank the elements of the marketing mix for their impact on increasing sales of greenhouse agricultural products. The rankings are as follows: the product factor ranked first, the promotion factor ranked second, the price factor ranked third, and the distribution factor ranked fourth.