Analysis of Marketing Strategies in Dairy Processing Industries in Hamedan Province

Abstract

As the conditions in the market and in the world of work and commerce gets more complicated, this requires correction, improvement and also updating marketing attitude among manufacturers and marketers. It is an urgent requirement to choose and determine strategies in order to achieve the objectives. Strategy means the comprehensive and main plan in manufacturing unit revealing the way it achieves the goals. On the other hand, as processing inducts toward market, the rate of wastage (losses) reduces. This Study concerns processing industries and finding suitable important strategies. Toward this end, present study seeks to investigate the market and the strategies of marketing in processing industries. The society under study in this investigation consists of producers, retailers and the consumers of dairy processing industries in Hamedan province. The data required for this study are connected using three groups of questionnaire. Mreover, factor analysis and structural equation modelling have been used as the statistical method of the investigation. The output of Lisrel and Amos softwares are used to study the variables. The common marketing strategies are defined in results section and each one is compared with prefent conditions of dairy processing industry market in Hamedan province, and acceptable and unacceptable marketing strategies are assigned separately. In the end, several recommandations are presented for using strategies and conducting future investigations