Investigating the effectiveness of business product supply exhibitions Domestic in improving the capabilities of marketing and selling products

Document Type : Original Article

Authors

• mohammad hasan haddadi ¹
• fatemeh bahrami rad ²
• maryam azimi alamdari ²
• behroz sirang ³

¹ نبوت Assistant Professor, Department of Management, Islamic Azad University, Aras Branch, Hadishehr, East Azerbaijan,

² Master of Business Administration

³ Instructor, Department of Accounting, Islamic Azad University, Aras Branch, Hadishehr, East Azerbaijan, [e-mail]

Abstract

The purpose of the present research is to investigate the effectiveness of home business product supply exhibitions in improving the marketing and sales capabilities of products in East Azarbaijan province. The current research is descriptive in terms of method, field type in terms of data collection method, and applied research in terms of purpose. The statistical population of the research includes the owners of home businesses at the level of East Azarbaijan province, and due to the uncertainty of the number of employees at the level of the province, the number of the statistical population was assumed to be unlimited. For sampling, simple random sampling method was used, and the statistical sample size was 384 people using Morgan's table. And in order to collect data, Morgan et al.'s (2012) marketing and sales capabilities questionnaire and Nazmi and Mirzadeh's (2015) home business exhibition effectiveness questionnaire were used. To analyze the data, structural equation modeling and especially the path analysis technique was done using SmartPLS software. The research results showed that participating in home business product supply exhibitions improves the marketing and sales capabilities of East Azerbaijan province. It has a positive effect.

Keywords

• home business product supply exhibitions
• marketing and sales capabilities
• product development capabilities
• pricing capabilities

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