Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Prioritizing the Home-Based Business Marketing obstacles: A Case Study of Markazi Province

Document Type : Original Article

Authors
Kaveh Derakhshani Darabi 1
Jamshid Omidi 2
Reza Hasannehad 2
Negin Barati 2
1 Department of Economics, Arak University,Arak, Iran
2 Directorate General of Cooperatives, Labor and Social Welfare of Markazi Province, Arak, Iran
10.52547/JABM.3.2.2
Abstract
Home-based businesses are considered as a solution to the problems of unemployment in developing and developed countries, therefore, the law on protection of home-based businesses has been condificated an and been operational since 2010 in Iran. One of the main obstacles to home business development is the lack of access to market and demand for home business products. Developing and appling the marketing strategies is one of the most important ways to overcome this obstacle. So, the main purpose of this study is to identify and prioritiztion the obstacles of to applying marketing strategies in home-based businesses. For this purpose, with reviewing the literature and identifying affecting factors, the Analytic Hierarchy Process (AHP) has been applied to prioritize the marketing strategies obstacles. The results show that the unstable economic conditions in the country with a weight of 0.140 has been the most important obstacle to home business marketing. After that, the instability in laws and regulations, lack of supportive culture of production and stimulus for innovation, and lack of stable connections are in the next ranks with weights of 0.102, 0.083 and 0.068, respectively
Keywords
Home-Based Business
Prioritizing
Marketing
Protection Act
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