ارائه مدل توسعه بازار محصولات غذایی سالم و ارگانیک استان کرمانشاه؛ به‌کارگیری رویکرد کیفی نظریه بنیانی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت و کارآفرینی، دانشکده علوم اجتماعی، دانشگاه رازی، کرمانشاه، ایران

2 پژوهشگر پسادکتری، گروه مدیریت و کارآفرینی، دانشکده علوم اجتماعی، دانشگاه رازی، کرمانشاه، ایران

3 دکتری توسعه کشاورزی، گروه ترویج و آموزش کشاورزی، دانشکده کشاورزی، دانشگاه رازی، کرمانشاه، ایران.

چکیده

هدف کلی از انجام این پژوهش، ارائه مدل توسعه بازار محصولات سالم و ارگانیک واحدهای صنایع غذایی استان کرمانشاه بوده است. رویکرد حاکم بر پژوهش حاضر کیفی و با استفاده از روش نظریه بنیانی انجام پذیرفت. جامعه موردمطالعه این پژوهش شامل کلیه مطلعان کلیدی در زمینه موضوع موردپژوهش در استان کرمانشاه بوده‌اند. برای انتخاب مشارکت‌کنندگان از نمونه‌گیری هدفمند از نوع گلوله برفی استفاده شد. نمونه‌گیری تا رسیدن به اشباع نظری ادامه یافت. در این تحقیق با بررسی 12 نمونه از جامعه مذکور، اشباع نظری حاصل شد. ابزار جمع‌آوری داده‌ها شامل مصاحبه‌های عمیق و نیمه ساختارمند، یادداشت‌برداری میدانی و در مواردی بحث گروهی بود. به‌منظور پردازش داده‌ها، در بخش کیفی از روش کدگذاری سه مرحله‌ای استفاده شد. نتایج مطالعه نشان دادند در توسعه بازار محصولات سالم و ارگانیک واحدهای صنایع غذایی استان کرمانشاه سه دسته شرایط علی (شامل عوامل شناختی، عوامل رفتاری- انگیزشی، عوامل مدیریتی)، عوامل زمینه‌ای (شامل عوامل زیرساختی- فناورانه، فرهنگی و وضعیت اقتصادی جامعه هدف) و عوامل مداخله‌گر (شامل عوامل سیاستی- قانونی و عوامل نظارتی) دخیل هستند. همچنین طبق نتایج، راهبردهای اتخاذشده در سه دسته (شامل عوامل بازاریابی، نحوه تبلیغات و اطلاع‌رسانی و عوامل اعتمادسازی و پاسخگویی) دسته‌بندی شدند که دارای پیامدهایی (از قبیل اقتصادی، اجتماعی و زیست‌محیطی) بودند. در پایان بر اساس یافته‌‌ها پیشنهاد‌های کاربردی ارائه گردید.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Providing a Model for Developing the Market of Healthy and Organic Food Products in Kermanshah Province; Applying a Qualitative Approach to Grounded Theory

نویسندگان [English]

  • Nader Naderi 1
  • Ehsan Khosravi 2
  • Faranak Karamian 3
1 Associate Professor, Department of Management and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran
2 Associate Professor, Department of Management and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran
3 Ph.D. in Agricultural Development, Department of Agricultural Extension and Education, Faculty of Agriculture, Razi University, Kermanshah, Iran
چکیده [English]

The main purpose of this research was to providing a model for developing the market of healthy and organic food products in Kermanshah province. The approach governing the present research was conducted qualitatively using the grounded theory method. The study population of this research included all key informants in the field of the researched subject in Kermanshah province. Purposeful snowball sampling was used to select participants. Sampling continued until theoretical saturation was reached. In this research, theoretical saturation was achieved by examining 12 participants from the mentioned society. Data collection tools included in-depth and semi-structured interviews, field notes taking, and in some cases group discussions. In order to process the data, a three-step coding method was used in the qualitative part. The results of the study showed three categories of causal conditions (including cognitive factors, behavioral-motivational factors, management factors), contextual conditions (including infrastructural-technological factors, cultural factors and the economic status of the target community) in the development of the healthy and organic products market of the food industry units of Kermanshah province, and intervening conditions (including political-legal factors and regulatory factors) are involved. Also, according to the results, the adopted strategies were categorized into three categories (including marketing factors, advertising and information methods, and trust building and accountability factors) that had consequences (such as economic, social and environmental). In the end, practical suggestions were presented based on the findings.

کلیدواژه‌ها [English]

  • Market development
  • Food Industry
  • Healthy & Organic Products

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