Volume 10, Issue 1 (8-2023)
J Entrepreneurial Strategies Agric 2023, 10(1): 55-68 |
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Lorestani B, Rostami F, Shiri N, Khoshmaram M. (2023). Factors Affecting Entrepreneurial Marketing Among Gardeners in Kermanshah: Application of the three-Pronged Model. J Entrepreneurial Strategies Agric. 10(1), 55-68. doi:10.61186/jea.10.19.55
URL: http://jea.sanru.ac.ir/article-1-330-en.html
URL: http://jea.sanru.ac.ir/article-1-330-en.html
1- Agricultural Education and Extension, , Faculty of Agriculture, Razi University, Kermanshah, Iran
2- Department of Agricultural Extension and Education, Faculty of Agriculture, Razi University, Kermanshah, Iran
3- Department of Entrepreneurship and Rural Development, Ilam University, Ilam, Iran
4- Department of Entrepreneurship and Rural Development, IIam University, IIam, Iran
2- Department of Agricultural Extension and Education, Faculty of Agriculture, Razi University, Kermanshah, Iran
3- Department of Entrepreneurship and Rural Development, Ilam University, Ilam, Iran
4- Department of Entrepreneurship and Rural Development, IIam University, IIam, Iran
Abstract: (3452 Views)
Extended Abstract
Background: In recent years, researchers have studied the factors affecting the performance of agricultural businesses and have identified entrepreneurial marketing as one of the new approaches and innovative solutions to maintain the survival and increase the income of these businesses. In this regard, the current integrated research (qualitative-quantitative) was conducted with the aim of identifying and classifying the determinants of entrepreneurial marketing among gardeners in Kermanshah city based on the three-pronged model.
Methods: In terms of the general paradigm, the present research is classified as an integrated study (qualitative-quantitative) and is considered applied in purpose. In the qualitative part, aimed at identifying and classifying the determinants of entrepreneurial marketing among gardeners in Kermanshah city based on the three-pronged model, the Delphi method was utilized. The study population in this section included 16 experienced gardeners and 14 experts and horticultural specialists active in Kermanshah city. In this part of the study, in-depth individual interviews and focused group discussions were used to collect data. In the quantitative part, which aimed to validate the entrepreneurial marketing model among gardeners in Kermanshah city, the descriptive-correlation method with the partial least squares approach (Smart PLS) was employed. The statistical population in the quantitative part consisted of all users of the horticulture department of Kermanshah (N=3362), selected for the study using stratified sampling with proportional allocation, based on the Karjesi and Morgan table. SPSS and Smart PLS software were used to analyze the data in both descriptive and inferential statistics.
Results: The results of the Delphi study led to the identification of 28 items effective on entrepreneurial marketing among gardeners in Kermanshah city. Further, using the three-pronged model, these items were categorized into three classes: behavioral factors (9 items), structural factors (7 items), and background factors (12 items). The results of the quantitative part of the study showed that the status of behavioral and contextual factors among the gardeners of Kermanshah city was below the average level, while the status of the structural factor was slightly above the average level. Additionally, the findings indicated that gardeners in Kermanshah possessed average entrepreneurial marketing skills. Finally, the findings from the structural equation modeling section indicated that approximately 89% of the changes in entrepreneurial marketing are explained by the items identified in the research, categorized into three factors (behavioral, structural, and contextual).
Conclusion: Improving the state of entrepreneurial marketing among gardeners in Kermanshah requires planning and special attention from officials and planners to behavioral, contextual, and structural factors. Based on the findings of this study, suggestions have been made to achieve this goal.
Methods: In terms of the general paradigm, the present research is classified as an integrated study (qualitative-quantitative) and is considered applied in purpose. In the qualitative part, aimed at identifying and classifying the determinants of entrepreneurial marketing among gardeners in Kermanshah city based on the three-pronged model, the Delphi method was utilized. The study population in this section included 16 experienced gardeners and 14 experts and horticultural specialists active in Kermanshah city. In this part of the study, in-depth individual interviews and focused group discussions were used to collect data. In the quantitative part, which aimed to validate the entrepreneurial marketing model among gardeners in Kermanshah city, the descriptive-correlation method with the partial least squares approach (Smart PLS) was employed. The statistical population in the quantitative part consisted of all users of the horticulture department of Kermanshah (N=3362), selected for the study using stratified sampling with proportional allocation, based on the Karjesi and Morgan table. SPSS and Smart PLS software were used to analyze the data in both descriptive and inferential statistics.
Results: The results of the Delphi study led to the identification of 28 items effective on entrepreneurial marketing among gardeners in Kermanshah city. Further, using the three-pronged model, these items were categorized into three classes: behavioral factors (9 items), structural factors (7 items), and background factors (12 items). The results of the quantitative part of the study showed that the status of behavioral and contextual factors among the gardeners of Kermanshah city was below the average level, while the status of the structural factor was slightly above the average level. Additionally, the findings indicated that gardeners in Kermanshah possessed average entrepreneurial marketing skills. Finally, the findings from the structural equation modeling section indicated that approximately 89% of the changes in entrepreneurial marketing are explained by the items identified in the research, categorized into three factors (behavioral, structural, and contextual).
Conclusion: Improving the state of entrepreneurial marketing among gardeners in Kermanshah requires planning and special attention from officials and planners to behavioral, contextual, and structural factors. Based on the findings of this study, suggestions have been made to achieve this goal.
Keywords: Three-pronged model, Dimensions of entrepreneurial marketing, Horticulture, Delphi technique
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