Identification and Prioritization of Marketing Mixed Decisions Based on Islamic - Iranian Value (Case Study: Pegah Company of East Azarbaijan Province)

Esgandari, Karim; Dorostkar, Parisa; Poormohseni Khamneh, Maryam

Identification and Prioritization of Marketing Mixed Decisions Based on Islamic - Iranian Value (Case Study: Pegah Company of East Azarbaijan Province)

Document Type : Original Article

Authors

Karim Esgandari ¹

Parisa dorostkar ²

Maryam Poormohseni Khamneh ³

¹ Departments of Public Administration, Payam Noor University, PO BOX 19395-4697 Tehran, Iran

² Departments of Business Management, Payam Noor University, PO BOX 19395-4697 Tehran, Iran

³ Master of Business Management, Tabriz University, Tabriz, Iran

Abstract

The purpose of this study is to identify and prioritize Islamic values in Pegah Company's mixed marketing decisions in East Azarbaijan province. To this end, marketing mix decisions based on McCarthy elements are defined in four dimensions of product decisions, pricing, product promotion, distribution channels and four hypotheses are set in this regard. The statistical population of this study was staff of Pegah Company of East Azarbaijan province with 865 employees. The population of the population was 380 using Cochran formula. The sampling method is simple random sampling. Questionnaire was used to collect data in the present study. After collecting the questionnaires, the data were summarized and categorized using descriptive statistics and inferential statistical methods (one-sample t-test, Friedman test, independent t-test and ANOVA) were used to test the research questions. used. The results show that compliance with Islamic - Iranian values of progress in all components of Pegah East Azarbaijan Company 's marketing decisions is above average. Also, the product component decisions are better than other components in Pegah East Azerbaijan Company.

Keywords

Islamic Value

Product

Price

Promotions

Place

Pegah Company of East Azarbaijan Province