PurposeAlthough Iran is one of the largest producers and exporters of saffron in the world, the organic saffron market in Iran is still in its early stages, and there is scarce empirical evidence in this regard. Therefore, the study's primary purpose is to segment the organic saffron market in Mashhad, Iran using neobehavioristic theory and machine learning methods.Design/methodology/approachConsidering the neobehavioristic theory of consumer behavior, the organic saffron market was segmented using crisp and fuzzy clustering algorithms. Also, to assess the relative importance of the factors affecting the intention to buy organic saffron in each market segment, a sensitivity analysis was performed on the output of the artificial neural network (ANN). A total of 400 questionnaires were collected in Mashhad, Iran in January and February 2020.FindingsIn contrast to the belief that psychological factors are more important in market segmentation than demographic characteristics, findings showed that the demographic characteristics of consumers, especially education and income, are the dominant variables in the segmentation of the organic food market. Among the 4 A’s marketing mix elements, the results showed that a low level of awareness and accessibility are obstacles to organic saffron market development. Advertising, distribution channel improvement, package downsizing and online business development are suggested strategies for expanding the organic saffron market in Iran.Practical implicationsThe results of the present study will help policymakers and suppliers of organic saffron to identify their target markets and design short- and long-term marketing strategies to develop the organic saffron market.Originality/valueMachine learning methods and the neobehavioristic theory of consumer behavior were used to segment the organic food market.
Given the growing competition in domestic and international agricultural product markets, choosing a business strategy compatible with requirements of marketing resources can guide agro-food firms to maintain and enhance competitive advantages. However, this is not as simple as it seems because the decision-making criteria expressed in a fuzzy manner and the relationship between them can be hierarchical or network-based. Therefore, the main goal of this study was to select the most suitable business strategy and to prioritize marketing resources for one of the major agro-food firms in Iran. To ensure the robustness of the results, both fuzzy analytic hierarchy process (AHP) and fuzzy analytic network process (ANP) were applied to prioritize business strategies and marketing resources. The results of both methods revealed that the differentiation strategy had the highest priority in terms of the experts' viewpoints. The results also showed that managerial and customer relationship capabilities were the most important criteria in selecting the differentiation strategy. According to the findings of the study, for the successful implementation of the differentiation strategy, company managers are recommended to take the following three main elements into huge consideration: financial conditions, paying attention to customer's needs and requirements, and the introduction of new products and services.
Democracy has both a direct and an indirect relationship with sustainable development. Democracy is related to the movement toward long-term economic development directly, and indirectly, democracy can provide the means to create the institutional structures needed to create links between the political systems, the culture of participation, and the social values of a society. Since economic development is a multidimensional concept and one of its primary requirements is to achieve a high level of income and appropriate economic growth, knowing the relationship between democracy and economic growth is especially important for policymakers. Many important questions are raised about the relationship between democracy and economic performance. What is the relationship between democracy and economic growth? Is this relationship different in developed countries and developing countries? Considering the effects of democracy and economic growth on the welfare of communities, the main purpose of this study was to investigate the causal relationship between democracy and economic growth from 1990–2020 for the OECD and selected developing countries. The results showed that the conflict and skeptical hypotheses had been established in OECD and developing countries, respectively. It was concluded that the pattern of economic growth and development in OECD countries differed from that in developing countries. For OECD countries, real per capita GDP growth was mainly affected by previous per capita GDP growth, and the effect of democracy on per capita economic growth was negative. Moreover, the results indicated that in developing countries, democracy alone had not triggered economic growth and that real per capita GDP growth depended on other important structural variables such as social and physical infrastructure.
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