Document Type : Original Research
Authors
1 Department of Management Science, Payame Noor University, Tehran, Iran
2 Department of Industrial Management, Khansar Payame Noor University, Isfahan, Iran
Abstract
The aim of this study is to examine and rank the factors affecting branding of agricultural products in Isfahan’s rural cooperative companies. This research study is applied in terms of its purpose and field survey research in terms of its nature and method. The statistical population consists of managers of rural cooperative companies in the Isfahan province with 150 companies in 2018, of which 110 were selected at random according to the Krejcie & Morgan Table. The data gathering tool in this research study was a standard questionnaire consisting of 44 questions. The Cronbach's alpha for this questionnaire was 0.78. In this study, the SPSS software package, Spearman correlation test and regression analysis were used to analyze the collected data. Also, Friedman test was used to rank the effective factors (barriers and drivers) on potato in three groups of government, producer and consumer in the sample. The results of the research study showed that the factors influencing brand-building are government, producer and consumer, respectively. The results of regression test indicate the effect of 32, 24 and 22 percent of government, producer and consumer role on potato product branding. Government-supported leverage, lending facilities, and the requirements for branding of agricultural products are among the most influential factors in the state. The results also showed that the factors affecting branding from the perspective of producers including awareness of branding with a positive effect on the price of potatoes and the cost of brand creation have a negative effect on product branding. In addition, the final consumer is also affected by the quality and packaging components with a positive impact, and the single sale of the product and the price has a negative effect on the brand-name product of potato.
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