بررسی تأثیر آمیخته بازاریابی(4p) بر افزایش فروش آبگرمکن‌های تولیدی شرکت قاینار خزر

نوع مقاله: علمی پژوهشی

نویسندگان

1 استادیار و عضو هیأت علمی گروه مدیریت،واحد تبریز،دانشگاه آزاد اسلامی، تبریز،ایران

2 مدرس واحداهر، دانشگاه آزاد اسلامی ،اهر،ایران

3 استادیار و عضو هیأت علمی دانشگاه پیام نور مرکز تهران

چکیده

هدف این مقاله بررسی تأثیر آمیخته بازار­یابی بر افزایش فروش آبگرمکن های تولیدی قاینار خزر می­باشد. در این راستا ضمن مروری بر مفاهیم آمیخته بازاریابی() و آمیخته­های محصول، قیمت، ترفیع و توزیع، یک فرضیه اصلی در باب تأثیر آمیخته بازاریابی بر افزایش فروش آبگرمکن های تولیدی قاینار خزر و چهار فرضیه فرعی در باب تأثیر هر یک از آمیخته­ها بر افزایش فروش آبگرمکن­های تولیدی قاینار خزر در شهر تبریز مطرح شده است. جامعه آماری این پژوهش شامل مشتریان آبگرمکن­های تولیدی قاینار خزر در شهر تبریز می باشد. نمونه آماری با استفاده از جدول تعیین حجم نمونه در جامعه­های محدود 160 نفر تعیین گردیده است که با استفاده از نمونه­گیری تصادفی طبقه­ای این نفرات انتخاب شده­اند.  برای جمع­آوری داده­ها در این تحقیق از پرسشنامه استفاده شده است که روایی آن به صورت صوری و پایایی آن با استفاده از ضریب آلفای کرونباخ تأیید شده است. به منظور تجزیه و تحلیل داده­ها در این تحقیق از آزمون­های کلموگروف- اسمیرنوف، آزمون  tو آزمون یک جامعه مستقل استفاده شده است. نتایج نشان می­دهد که آمیخته بازار­یابی و هر چهار آمیخته تشکیل دهنده آن بر افزایش فروش آبگرمکن­های تولیدی قاینار خزر تأثیر دارد. همچنین اولویت تأثیر متغیرهای بر میزان فروش به ترتیب محصول، ترفیع، توزیع و قیمت می باشد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Effect of Marketing Mix (4P) on the Sales Increase of Waterheaters Produced by Ghaynar Khazar Compay in Tabriz

نویسندگان [English]

  • Sirous Fakhimi Azar 1
  • Morteza Akbari Vaneabad 2
  • Reza Rasouli 3
1 Assistant Professor and Faculty Member of Management Department, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 Moderator Birjand, Islamic Azad University, Ahar, Iran
3 Assistant Professor and Faculty Member of Payame Noor University, Tehran
چکیده [English]

The purpose of this paper is to investigate the effect of marketing mix on the sales increase of waterheaters produced by Ghaynar Khazar Company in Tabriz. In this regard, after reviewing the concepts of marketing mix (4p) and the integration of product, price, promotion and place, we have suggested a principal hypothesis about the effect of marketing mix on the increased sales of waterheaters produced by Ghaynar Khazar Company and four subsidiary hypotheses about the effect of each of the four items on the sales increase of the waterheaters. The statistical hypothesis includes all the customers of Ghaynar Kazar waterheaters. The research sample consists of 160 people who were chosen according to the sample size table and by using stratified random sampling. In order to collect data, we used a questionnaire, the validity and reliability of which were confirmed by face value and Cronbach's Alpha Coefficient, respectively. The data were analyzed through the use of Kolmogrof-Smirnof T-test and test. The results indicate that marketing mix and all the four items included in it have an effect on the sales increase of Ghaynar Khazar waterheaters. Furthermore, the order of the 4p variables regarding their effect on the sales rate is product, promotion, place, and price, respectively. 

کلیدواژه‌ها [English]

  • marketing mix
  • Ghaynar Khazar waterheaters
  • sales
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