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Identification and Ranking of Factors Influencing International Market Segmentations for Direct Exports Study Case: Iran Nuts and Dried Fruits Industry

机译：影响直接出口国际市场细分的因素的识别和排名研究案例：伊朗坚果和干果行业

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摘要

The purpose of the present research was to identify and rank those factors which influence international markets seg- mentation in Iranian nuts and dried fruits industry. The present applied research was carried out in descriptive survey design, given the data collection methodology. The population consisted of members of Iranian Nuts and Dried Fruits Exporters Union (120 individuals representing 120 member companies). The sample size equaled the population through a head counting sampling procedure. To carry out this research, first 64 factors influencing international mar- ket segmentation were identified by systematic literature review and a questionnaire was prepared based on the re- search background to measure the factors influencing international market segmentation. The items of the question- naire were rated using a 5-point Likert scale. Out of the 120 distributed questionnaires, 103 questionnaires were achieved and used in data analysis. The data were analyzed using descriptive statistics and decision tree in SPSS soft- ware program. The results revealed that among the 6 dimensions under study, market potential, legal environment, and infrastructure ranked first to third respectively while cultural outlook had the smallest effect on international mar- ket segmentation. Out of the 18 components considered, market cycle, customers’ demand, and specific competitors were of highest significance and stability and instability were found to be the least important. At the end, suggestions were made for exporters and future studies.
机译：本研究的目的是识别和排列影响国际市场在伊朗坚果和干果行业的各种因素。考虑到数据收集方法，在描述性调查设计中进行了本应用研究。这些人口由伊朗坚果和干果出口国会成员组成（120名代表120家会员公司的人）。样本大小通过头部计数采样程序等于群体。为开展这项研究，通过系统文献审查确定了影响国际MAR-KET细分的前64个因素，并根据重新搜索背景编制问卷，以衡量影响国际市场细分的因素。问题 - 奈良的项目是使用5点李克特量表评定的。在120个分布式问卷中，实现了103调查问卷并用于数据分析。使用SPSS软件程序中的描述性统计和决策树进行分析数据。结果表明，在研究，市场潜力，法律环境和基础设施下的6个维度中分别排名第一至第三个，而文化前景对国际MAR-KET细分的影响最小。在考虑的18个组件中，市场周期，客户的需求和特定竞争对手具有最高的意义和稳定性，不稳定被认为是最不重要的。最后，为出口商和未来的研究制定了建议。

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