بخش‌بندی کلان بازارهای بین‌المللی زعفران با استفاده از تکنیک تحلیل خوشه‌بندی سلسله مراتبی

نوع مقاله : پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی - گرایش بازاریابی دانشگاه شهید بهشتی

2 دکتری مدیریت بازرگانی،گرایش سیاست گذاری بازرگانی، دانشکده مدیریت و حسابداری دانشگاه شهیدبهشتی

چکیده

پژوهش حاضر در صنعت زعفران و با هدف بخش‌‌بندی کشورهای مختلف جهان بر مبنای شاخص‌‌های کلان بوده که در قالب چهار معیار جمعیتشناختی، اقتصادی، تجاری و ارتباطی دستهبندی شده است. نوع پژوهش از منظر هدف، کاربردی- توسعه‌‌ای و از منظر گردآوری داده‌‌ها در دسته مطالعات کتابخانه‌‌ای و به روش کاوش داده‌‌ها، کمی است. کلیه کشورهای عضو سازمان ملل متحد بهعنوان جامعه برگزیده شدند و کشورهایی که دارای جمعیت بالای 500 هزار نفر یا درآمد سرانه بالای 10 هزار دلار در سال بوده بهعلاوه اینکه یک منطقه استراتژیک قرار دارند بهعنوان نمونه انتخاب شدند. از داده‌‌های مرتبط با 143 کشور در تحلیل‌‌ها استفاده شده است. از روش خوشه‌‌بندی سلسله‌‌مراتبی با استفاده از نرم‌‌افزار SPSS 25 جهت تحلیل داده‌‌ها بهره‌‌ گرفته شد. نتایج پژوهش بیانگر وجود هشت خوشه بوده که بیشترین تعداد مربوط به خوشه دوم با حضور 100 کشور و کمترین خوشه مربوط به خوشه هشتم که تنها شامل ایالاتمتحده آمریکا است. همچنین بر اساس نتایج از نظر جمعیتی به ترتیب خوشه‌‌های پنجم و هشتم و چهارم که شامل کشورهای چین، هند، آمریکا، برزیل، اندونزی، نیجریه و پاکستان هستند بهعنوان جذاب‌‌ترین خوشه‌‌ها در هدفگذاری بازار زعفران ایران انتخاب شدند.

کلیدواژه‌ها


عنوان مقاله [English]

Macro Segmentation of International Markets of Saffron with Using Hierarchical Clustering Technique

نویسندگان [English]

  • abolfazl barati 1
  • sa;lman EIVAZINEZHAD 2
1 PHD student shahid beheshti university
2 phd in strategic management
چکیده [English]

Segmentation of International Markets of Saffron with Using Hierarchical Clustering Technique
The purpose of this study is segment of saffron product in different countries of the world on basis macro indicators selected in four demographic, economic, commercial and communication domains. research is a descriptive-correlational one and based on library studies. Selected communities include all UN member states and sample countries with populations above 500,000 or per capita income above $ 10,000 per year plus Getting into a strategic area constitutes a total of 143 countries used in the analysis. Hierarchical clustering method was used for data analysis by SPSS 25 software. The results show that there are eight clusters, with the highest number being in the second cluster with 100 countries and the lowest in the United States alone. Also, based on demographic results, the fifth, eighth and fourth clusters, which include China, India, the US, Brazil, Indonesia, Nigeria and Pakistan, can be attractive clusters in targeting saffron stakeholders in market.
 

کلیدواژه‌ها [English]

  • Saffron / Market Segmentation / Hierarchical Clustering / Target Countries / Product Development / Market Develop
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