Marketing Pattern Modeling For Cultural Products Export According To Consumer Behavior (Case Study: painting)

Abstract

Export marketing is nowadays a competitive advantage for developing and developing countries. On the other hand, the export of cultural products as products that can represent the real and cultural landscape of the country and have been a great help to non-oil exports has been considered in various aspects in recent years. Undoubtedly, identifying the factors and designing an effective model for exporting cultural products to the scientific community is undeniable. The research method used in this study is quantitative-qualitative. In this paper, first, the factors affecting export marketing of more than 120 factors have been identified from the research literature, and by using the Colaizzi seven-step method, 33 important factors have been identified and exploratory factor analysis. In the quantitative analysis section, the 29 factors that were confirmed in terms of factor analysis were classified into 6 concepts by principal component analysis and identified and introduced as a model for success in export marketing of cultural products. According to the results of the study, it can be said that the process of exporting cultural products largely depends on the perception and the way the customer interacts, stemming from the company's capability and product characteristics known as effective internal features and effective external features rank second.

Keywords

• marketing
• export
• cultural products
• iranian painting board