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

• Published in: Industrial engineering & management systems : an international journal Vol. 16; no. 4; pp. 549 - 561
• Main Authors: Alavijeh, Mohammad Reza Karimi, Naseri, Farzaneh
• Format: Journal Article
• Language: Korean
• Published: 2017
• Subjects: International Markets; Market Segmentation; Exports; Nuts And Dried Fruits Industry
• ISSN: 1598-7248

The purpose of the present research was to identify and rank those factors which influence international markets segmentation 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 market segmentation were identified by systematic literature review and a questionnaire was prepared based on the research background to measure the factors influencing international market segmentation. The items of the questionnaire 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 software 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 market 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.