نقش شبكه تعاوني‌هاي روستايي و كشاورزي در بازاريابي محصوالت نيچ‌

The role of rural and agricultural cooperatives network in niche marketing

The strategy for targeting products to unique markets - relatively small groups of customers - rather than mass markets is called "niche" marketing. Niche marketing focuses on getting the right product to the right person at the right place at the right time. Niche marketing responds to the unique preferences and individual needs of specific customers - giving them what they want rather than trying to convince them to accept what everyone else seems to want. The more unique the product, the higher will be the potential premium in value over similar products available in mass markets. Niche markets focus on value rather than cost, thus, avoiding head-to-head competition with mass marketers. Small enterprises (cooperatives, for example) survive and grow only if they can sell their products and services. Niche marketing usually refers to small or moderate size businesses or farms that produce a specialty product or service for a limited segment of the market. This paper describes rural and agricultural cooperative potential in niche marketing and identifies the niche products and niche market in Iran.