Strategic Management Thought

Identification and Prioritization Marketing sub-mixes with Islamic Approach in the International Markets (Case Study: Gypsum factories in Semnan Province)

Document Type : Research Paper

Authors

1 Student of Msc in Business Management, DoS in MSc. Student in Marketing Management, Faculty of Economic and Management Sciences, Semnan University, Semnan, Iran

2 Assistant Prof., Faculty of Economic and Management Sciences, Semnan University, Semnan, Iran, (corresponding author)

Abstract

Today, the globalization of the economy causing familiarity with Islamic views of business, has become essential for global trade to understand the shaping factors of Muslim consumer behaviors. In marketing activities attention to value systems in terms of their role and impact is necessary. The aim of this study is Identification and Prioritization marketing sub-mixes with Islamic approach in the international markets. The statistical population is managers and personnel of unit business in gypsum factories in Semnan province. A statistical sample was 30 experts that were chosen purposefully from the population. Data were done from questionnaire and factors were prioritized by using AHP techniques and Expert Choice software.  According to the results of the research place mix (obtaining reliable foreign agency, providing product samples, removed unnecessary intermediaries, delivery of the product on time), Product (quality of product, using of Islamic brand, safe and suitable packaging, adopting design and usage of product, development product based on customer needs), price (lack of price discrimination between buyers, suitable and justly prices and adopting prices with competitors) and promotion (price promotion, non-price promotion) are the most important factors respectively. In addition, sub-criteria of obtaining reliable foreign agency, quality of product, providing product samples, lack of price discrimination between buyers, using of Islamic brand, suitable and justly prices, removed unnecessary intermediaries, adopting prices with competitors, price promotion, safe and suitable packaging, delivery of the product on time, adopting design and usage of product, product development based on the customer needs and non-price promotion are prioritized respectively.

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Main Subjects

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Strategic Management Thought
Volume 12, Issue 2 - Serial Number 24
September 2018
Pages 334-351
  • Receive Date: 05 October 2016
  • Revise Date: 05 March 2018
  • Accept Date: 22 May 2017