Influencing Factors on Collective Entrepreneurial Marketing in Agricultural Production Cooperatives in Kurdistan Province

Abstract

The purpose of this research was to investigate collective entrepreneurial marketing in agricultural production cooperatives. This applied research was carried out using survey research method. The statistical population of this research were consisted of the all members (shareholders) of the 13 agricultural production cooperatives in the Kurdistan province (N=3500), of which 346 were selected using cluster sampling technique. A researcher-made questionnaire was used to collect data. The validity of the questionnaire was determined based on expert's view and reliability was confirmed based on Cronbach's alpha coefficient for different scales (from 0.853 to 0.932). The results showed that 48.3% and 30.9% of respondents have moderate and high tendency to collective entrepreneurial marketing, respectively. According to the correlation matrix, there is a positive and significant relationship between collective entrepreneurial marketing and collective branding variables (r=0.500 and sig=0.000); tendency to collective innovation (r= 0.114 and sig=0.034); and Social capital (r= 0.112 and sig=0.037). The path analysis showed that collective branding directly (0.475), tendency to collective innovation (0.129) and social capital (0.090) indirectly have a positive effect on the collective entrepreneurial marketing.

Keywords

• collective entrepreneurial marketing
• collective branding
• collective innovation
• social capital
• agricultural production cooperatives