FACTORS AFFECTING SUCCESSFUL IMPLEMENTATION OF NICHE MARKETING IN TEHRAN METROPOLIS

Le résumé fourni par la source

This is a cross-sectional study of applied-survey type and also a descriptive one in terms of data collection. It aims at identifying important factors effective in success of niche marketing, and prioritizing them in accordance with their level of importance. The statistical population of this study is comprised of 120 people from two groups; the first group was consisted of senior managers, sales managers, marketing consultants and marketing executives, while the second group was comprised of professors, students and experts, and the study has been conducted in the year 2008 in Tehran. Using two data collection tools, i.e. questionnaire and interview, and data analysis methods that use inferential statistics techniques, including T-test, correlation tests, and other required statistical tests, and by using SPSS software program, summarization, classification and analysis of statistics were conducted. Besides using inferential statistics, descriptive statistics also were used and 15 hypotheses of the research were tested at confidence level of 95% and the obtained results are as follows: Organizational process factors are effective in success of niche marketing and include: differentiation, specialization, positioning, marketing research, loyalty and value creation; there are also some skills and tools necessary for success in niche marketing that include: marketing intelligence, innovation, communications, reputation, brand image and customer perception; and finally organizational resources are also effective in success of niche marketing and these factors include: organizational resources, information resources and time management .

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.