Investigation of Persian Handmade Carpet Brand Positioning in View of European Customer

Abstract

The handmade carpet industry has a long lifetime in Iran. It was as one of important and key industries in some provinces for far decades, such that must of our export goods was carpets and rugs before oil discovery. However, handmade Persian carpet has the top position in global world market yet. Thus, this work tries to investigate the brand position of handmade Persian carpet from view of point of European customers. The research method is operational as goal. Statistical population of this research includes elites of branding and marketing of handmade carpet production in qualitative phase, and tourists and customers of some European countries in quantitative phase. Sampling method in the quantitative phase is proportional to the size of the population and based on the Cochran formula, about 384 persons were selected. The handmade carpet industry has a long lifetime in our country. It was as one of important and key industries in some provinces for far decades, such that must of our export goods was carpets and rugs before oil discovery. However, handmade Persian carpet has the top position in global world market yet. Thus, this work tries to investigate the brand position of handmade Persian carpet from view of point of European customers. The research method is operational as goal. Statistical population of this research includes elites of branding and marketing of handmade carpet production in qualitative phase, and tourists and customers of some European countries in quantitative phase. Sampling method in the quantitative phase is proportional to the size of the population and based on the Cochran formula, about 384 persons were selected.

Keywords

• Brand Management, Brand Positioning, Persian Handmade Carpet, European customers