Commercial Surveys

Commercial Surveys

Identifying and Ranking the Influencing Factors on the Iranian Steel Brand From the Perspective of Asian Customers

Document Type : Original Article

Authors
delaram Khaje goodarzi 1
mohamad Aidi 2
yasanollah pourashraf 3
1 Department of Management, Faculty of Literature and Humanities, Ilam University, Ilam, Iran
2 Assistant Professor, Department of Management, Faculty of Literature and Humanities, Ilam University, Ilam, Iran.
3 Associate Professor, Department of Management, Faculty of Literature and Humanities, Ilam University, Ilam, Iran.
10.22034/bs.2024.2021322.2925
Abstract
The current situation of Iranian steel is such that the slightest negligence in locating it in the world can not only fluctuate the current situation of Iranian steel, but also bring the market of several hundred million dollars to emerging competitors. Given the role that steel plays in employment, livelihood and non-oil exports, ignoring its issues and problems can pose major challenges to the production and trade of this product. The main purpose of this study is to identify and rank the factors affecting the national steel brand of Iran from the perspective of Asian customers. This research is a qualitative-quantitative mixed (exploratory) research. The statistical population in the quality section includes 12 Asian customers of Iran Steel who buy directly from Iran Steel. The statistical population in a small part also included 60 Asian customers of Iran Steel who were selected through available sampling. The research tool is a semi-structured interview in the qualitative part and a researcher-made questionnaire in the quantitative part. To analyze the data in the qualitative part, the theme analysis method has been used and in the quantitative part, the PLS software has been used to analyze the data. The results showed that 17 factors; Strategic pricing, total quality, ease of export, transportation, standard production, standard certifications, geography and common border, timely delivery, commitment, commercial diplomacy, supply chain, easy payment, Iran Steel reputation, accessibility, diversity Products, value creation and customer orientation were identified as factors affecting the national steel brand of Iran from the perspective of Asian customers. Among these factors, strategic pricing and community quality have been the most important factors.
Keywords
Brand / National Brand / National Steel Brand / Asian Customers

Subjects

09819.1628
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Commercial Surveys
Volume 22, Issue 126 - Serial Number 126
July and August 2024
Pages 117-130

  • Receive Date 27 January 2024
  • Revise Date 13 March 2024
  • Accept Date 08 May 2024