This paper presents an empirical investigation to study the effects of brand power experiences on power of brand in food industry. The study deigns a questionnaire in Likert scale consists of 23 questions, distributes it among 208 randomly selected people who purchase foods from three different food chains in city of Tehran, Iran. Using structural equation modeling, the study has examined the effects of six factors influence the most in our survey including Brand loyalty, Physical attributes, pricing factors, functional characteristics, brand association and brand position. The results of our survey indicate that pricing factors and brand position were the most important influential factors followed by functional characteristics and physical attributes. However, the survey does not confirm the effects of brand loyalty and brand association on brand power.

Nowadays, increasing competition is forcing businesses to pay more attention on customer satisfaction providing strong customer services. Increased competition has also increased marketing activities. This paper presents an empirical investigation to determine important factors influencing purchase decision involvement in food industry in city of Tehran, Iran. The study designs a questionnaire in Likert scale, distributes it among 270 experts in food industry and, using principle component (PCA) analysis, extracts important group of factors. The questionnaire consists of 27 questions, which is reduced to 23 questions because of sensitivity of the PCA to Skewness of data. Cronbach alpha is calculated as 0.81, which is well above the minimum acceptable level. The results indicate that there were four factors including individual differences, product validation, triggers and dependent behavior influencing purchasing decisions.

Winners of the future competition are managers who communicate their human resources in an effective and rewarding way. In this respect, emotional intelligence is an advanced form of focusing on humans in organizational environment and it is a new and suitable instrument for business managers and market theoreticians to direct and satisfy organizational employees and external customers. This paper investigates the relationship between emotional intelligence dimensions and components including self-awareness, self-management, self-motivation, social awareness and relation management and sales promotion activities in Iranian business enterprises. Present research was an applied one with respect to its purpose and a correlational descriptive-survey one with respect to data collection method. Statistical population of the study comprised of 534 managers operating at firms located at West Azarbaijan province in food industry. Among them 225 managers were selected using random sampling procedure based on Krejcie and Morgan’s table. Data on emotional intelligence variable were collected using Goleman’s Emotional Competence Inventory. In addition, sales promotion variable was evaluated using an author-developed questionnaire and reliabilities of these two scales were respectively 0.92 and 0.89. Given the normality of data according to Kolmogorov-Smirnov test, Pearson’s correlation test was used to identify the type of relationship between variables and results suggested a direct significant relationship between all emotional intelligence components including self-awareness, self-management, self- motivation, social awareness and relation management and sales promotion activities at significance level of p ?0.05.

This paper investigates the role of export competitive advantage on export performance in food industry. The proposed study designs a questionnaire in Likert scale and distributes it among 280 randomly selected experts in food industry and Cronbach alpha has been calculated as 0.827. The study has applied factor analysis to find important factors influencing export performance. Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Bartlett & apos; s Test of Sphericity have been performed to validate the results and they both validated the questionnaire. The results of the survey have determined six effective groups including product development, e-commerce, marketing planning, organizational performance, competitiveness and supply chain management.

This paper investigates the effect of market orientation on small businesses active in fast food industry. Using a simple random method, the study selects a sample 278 fast food units out of approximately 1000 existing restaurants in city of Tehran, Iran. The proposed study designs a questionnaire in Likert scale and distributes it among regular fast food consumers. Using structural equation modeling, the study has detected that there were positive and meaningful relationships between continuous changes on consumer preferences on products and services on one side and market orientation on the other side.

This paper presents an empirical investigation on the effects of empowering organizational capabilities on new product-development efficiency improvement and the proposed study is applied in one of Iranian food producers in city of Tehran, Iran. The study considers seven components including technological capabilities, marketing mix capabilities, capabilities for communication with customers, quality of new products, fast entry to market capabilities, customer satisfaction and economic success. The study designs a questionnaire in Likert scale and distributes it among 384 randomly selected people who regularly use different food products. Cronbach alphas for all components of the survey are within acceptable limits and it confirms the overall questionnaire in terms of various questions. The study has used t-student test as well as structural equation modeling to examine different hypotheses of the survey.

Export is the backbone of business development in any industry and it plays essential role on the success of organizations. The objective of this study is to determine factors influencing on food industry for development of export activities. The study designs a questionnaire in Likert scale and distributes it among 247 randomly selected experts who were active in production of foods in city of Tehran, Iran. Using principle component analysis based on varimax rotation, the study detects six factors including social opportunities, international opportunities, customer orientation, business opportunities, new technologies, organizational capabilities, commercialization of ideas on the development of export markets.

Export plays an essential role for boosting the economy of developing countries. On the other hand, Small and Medium Enterprises (SMEs) are important part of any economy. Therefore, it is important to determine the effects of various factors influencing on development of export activities. This paper presents an empirical investigation to study the effects of customer segmentation factors on the performance of export activities of SMEs in Iranian food industry. The study selects a sample of 227 people who were involved in development of SMEs in city of Tehran, Iran. The study designs a questionnaire in Likert scale consists of 34 questions, Cronbach alpha and KMO are equal to 0.809 and 0.764, respectively, which are well above the desirable levels. Using principal component analysis, the study has determined that different factors including competitive structure, organizational strategy, customer’s studies and organizational factors influencing the most on promoting export activities.

This paper presents an empirical investigation on the effects of various factors on building appropriate brand in food industry. The proposed study deigns a questionnaire and distributes it among some expert who were involved in food industry. Cronbach alpha are mostly well above the minimum desirable limit of 0.7, which validate the overall questionnaire. In addition, Pearson correlation ratios indicate that there were some positive and meaningful relationships among all components of the survey. The study implements structural equation modeling and the results indicate that brand vision influences brand position, positively. In addition, there is a positive and meaningful relationship from brand vision to product performance, from stakeholders towards brand vision as well as brand position and brand communication. The survey has also detected that brand position could influence on brand communication and product performance. In our survey, brand communication influences product and brand performance, brand distribution influences on brand performance and product influences on brand performance.

Product positioning plays an important role on business development especially in food industry. In this paper, we perform an exploration study to find important factors influencing product positioning in Iranian food industry. The study designs a questionnaire in Likert scale and distributes it among 260 randomly selected people from food industry. Cronbach alpha has been calculated as 0.86 in preliminary stage and final 0.697 in final stage, which are statistically acceptable. The study uses factor analysis to find important factors and detects six important factors including marketing organization, market analysis, past perception strategy, product presentation, brand loyalty and dynamic organizational structure.