Abstract

The purpose of this study is analyzing the obstacles, limitations and strategies of date marketing in Iran. This study is of correlation kind having applied purposes. The statistical population includes 850 palm gardeners of Jiroft town which produced date in 2012. Using Cochran formula we selected 243 pal gardeners as sample data randomly. The instrument was a questionnaire which its reliability was verified by a group of experts and its validity by alpha Cronbach coefficient for different sections. The results showed that six factors including educational- informational, packaging and processing, price risks, weakness of basis, transportation and storing and supportive lacks are among the most important limitations of in management of date marketing explaining 57.25 of limitation variance. In factor analysis for strategies of marketing management, the results showed that seven strategies including improvement of educational and promotional programs, expansion of financial sources, packaging and processing, organizational development, improvement of transportation and determining the price explain 60.23 of strategies variance.

Keywords:

Date marketing, educational-informational, finance, marketing management,

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Competing interests

The authors have no competing interests.

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