نویسندگان محترم توجه کنید برای انجام هرگونه پرداخت فقط و فقط از گزینه پرداخت صورتحساب در پنل کاربری استفاده کنید

Volume 14, Issue 33 (9-2018)                   goljaam 2018, 14(33): 92-114 | Back to browse issues page

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Abbasi R, kazemi Z. Identification of suitable promotional and promotional tools for promoting the handmade carpet brand in foreign markets. goljaam. 2018; 14 (33) :92-114
URL: http://goljaam.icsa.ir/article-1-369-en.html
1- Department of Business Administration, Faculty of Humanities, Hazrat Masoomeh University
2- Masters student Business Administration, Hazrat Masoumeh University
Abstract:   (244 Views)
The handmade carpet of Iran with outstanding cultural and artistic qualities is a product that has been registered for several decades as a significant commodity in the non-oil export basket of Iran. The purpose of this research is to determine the importance of indicators for assessing promotional and promotional tools for handmade carpets and to determine the priority of tools used to introduce this product to customers in foreign target markets. The statistical population of this research consists of 19 experts and expert experts in exporting handmade carpets in Tehran province. The FAHP method was used to perform paired comparisons and determine the weight of each index as well as to determine the priority of promotional and promotional tools using fuzzy topsy method. The results of the FAHP method showed that the reliability criterion with a weight of 0.329, the cost with a weight of 178.0, the effectiveness and coverage level were respectively with weights of 0.149 and 0.13 and quality of 0.15 weight, respectively, respectively Were placed. Also, according to TOPSIS, exclusive exhibitions, media, commercials, publications, travel guides in Iran, sales, sales representatives, price discounts, and sales awards are the top priorities. The results of the research include suggestions for exporters and planners in this field.
     
Type of Study: Research |
Received: 2018/02/24 | Accepted: 2018/08/13 | Published: 2018/10/4

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