كليدواژه :
ترويج , ورقهاي پليمري , سهم بازار , آميخته بازاريابي , آميخته محصول , قيمت
چكيده لاتين :
The main purpose of this research is to study effective factors of increasing market share for polymer sheets and using results of this research for production industry of these sheets. Theoretical framework of research is based on 4Ps and since the mentioned product was available for most companies in suitable time and location to be provided for consumers, distribution was considered as a factor with low effect, so this research was based on 3ps instead of 4ps including: 1) price, 2) product, and 3) promotion. Since the factor of communication between sellers and customers affects on the relation of independent and dependent variables, this factor was considered as interfere variable. Based on this, 6 hypotheses were offered and for resulting T student and k? tests were used and by using Friedman test each factor was ranked and analyzed. The research method is descriptive analytical. The statistical population includes members of Pamenar market, polymer sheets sellers in counties as intermediate and consumer companies of these sheets and some customers ordering to central office of producers companies. The results of tests shows that quality level received the first rank, price the second rank, physical shapes the third, seller- buyer communication the fourth, and promotion the fifth rank for affecting the market share increase, and based on the findings some applied and operational course of actions were proposed.
