Factors Affecting the Selection of Marketing Strategy in Different Stages of Product Life Cycle
A suitable marketing strategy is essential for increasing sales and profitability at different stages of the product life cycle. The main objective of this study was to assess the factors that affect the choice of marketing strategy at various stages of the product life cycle in the food industry in...
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| Format: | Article |
| Language: | fas |
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Ferdowsi University of Mashhad
2023-01-01
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| Series: | مجله اقتصاد و توسعه کشاورزی |
| Subjects: | |
| Online Access: | https://jead.um.ac.ir/article_43037_db1ab0a0a66eea9f5f8742d8cc823793.pdf |
| _version_ | 1797894338966978560 |
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| author | H. Mohammadi A.R. Sani Heidary A. Shahraki |
| author_facet | H. Mohammadi A.R. Sani Heidary A. Shahraki |
| author_sort | H. Mohammadi |
| collection | DOAJ |
| description | A suitable marketing strategy is essential for increasing sales and profitability at different stages of the product life cycle. The main objective of this study was to assess the factors that affect the choice of marketing strategy at various stages of the product life cycle in the food industry in Mashhad, Iran. Data were collected in 2017 through a survey which 88 marketing managers in the food production industry completed the questionnaires. To reach the goal of the study, the multinomial logit model was applied to determine the effects of explanatory variables on the probability of choosing a special marketing strategy at the various stages of the product life cycle. Results showed that the manager’s experience, education, type of product, competitiveness, reputable brand, and market share had a significant effect on the chosen strategy at different stages of the product life cycle. Therefore, a company’s profitability in a market could be improved by the implementation of a marketing strategy based on product type and in relation to the specific stage of the product life cycle. |
| first_indexed | 2024-04-10T07:08:32Z |
| format | Article |
| id | doaj.art-88ccc784ab1f4cb19ca2e5bd74fcae7b |
| institution | Directory Open Access Journal |
| issn | 2008-4722 2423-3951 |
| language | fas |
| last_indexed | 2024-04-10T07:08:32Z |
| publishDate | 2023-01-01 |
| publisher | Ferdowsi University of Mashhad |
| record_format | Article |
| series | مجله اقتصاد و توسعه کشاورزی |
| spelling | doaj.art-88ccc784ab1f4cb19ca2e5bd74fcae7b2023-02-27T05:14:53ZfasFerdowsi University of Mashhadمجله اقتصاد و توسعه کشاورزی2008-47222423-39512023-01-0136433735210.22067/jead.2022.17748.043037Factors Affecting the Selection of Marketing Strategy in Different Stages of Product Life CycleH. Mohammadi0A.R. Sani Heidary1A. Shahraki2Agricultural Economics, Ferdowsi University of Mashhad, Mashhad, IranAgricultural Economics, Ferdowsi University of Mashhad, Mashhad, IranAgricultural Economics, Ferdowsi University of Mashhad, Mashhad, IranA suitable marketing strategy is essential for increasing sales and profitability at different stages of the product life cycle. The main objective of this study was to assess the factors that affect the choice of marketing strategy at various stages of the product life cycle in the food industry in Mashhad, Iran. Data were collected in 2017 through a survey which 88 marketing managers in the food production industry completed the questionnaires. To reach the goal of the study, the multinomial logit model was applied to determine the effects of explanatory variables on the probability of choosing a special marketing strategy at the various stages of the product life cycle. Results showed that the manager’s experience, education, type of product, competitiveness, reputable brand, and market share had a significant effect on the chosen strategy at different stages of the product life cycle. Therefore, a company’s profitability in a market could be improved by the implementation of a marketing strategy based on product type and in relation to the specific stage of the product life cycle.https://jead.um.ac.ir/article_43037_db1ab0a0a66eea9f5f8742d8cc823793.pdfcomparative advantagefood industriesmarketing strategiesproduct life cycle |
| spellingShingle | H. Mohammadi A.R. Sani Heidary A. Shahraki Factors Affecting the Selection of Marketing Strategy in Different Stages of Product Life Cycle مجله اقتصاد و توسعه کشاورزی comparative advantage food industries marketing strategies product life cycle |
| title | Factors Affecting the Selection of Marketing Strategy in Different Stages of Product Life Cycle |
| title_full | Factors Affecting the Selection of Marketing Strategy in Different Stages of Product Life Cycle |
| title_fullStr | Factors Affecting the Selection of Marketing Strategy in Different Stages of Product Life Cycle |
| title_full_unstemmed | Factors Affecting the Selection of Marketing Strategy in Different Stages of Product Life Cycle |
| title_short | Factors Affecting the Selection of Marketing Strategy in Different Stages of Product Life Cycle |
| title_sort | factors affecting the selection of marketing strategy in different stages of product life cycle |
| topic | comparative advantage food industries marketing strategies product life cycle |
| url | https://jead.um.ac.ir/article_43037_db1ab0a0a66eea9f5f8742d8cc823793.pdf |
| work_keys_str_mv | AT hmohammadi factorsaffectingtheselectionofmarketingstrategyindifferentstagesofproductlifecycle AT arsaniheidary factorsaffectingtheselectionofmarketingstrategyindifferentstagesofproductlifecycle AT ashahraki factorsaffectingtheselectionofmarketingstrategyindifferentstagesofproductlifecycle |