Factors Affecting choice of Marketing Strategies in Introduction and Growth Stages of Food Industries: a case study in Mashhad

Due to high competition in production and consumption, successful companies put most of their resources and efforts for earn more profit by choosing the appropriate marketing strategies. Therefore, selection of appropriate strategy is necessary for increasing sales and profit. The goal of this study is assessing effective factors on selection of marketing strategies in Mashhad food industries in introduction and growth stages of the product life cycle. Data is provided from 88 active companies in Mashhad food industry in 2015. Multinomial Logit Model was used to achieve the aim of this research. Estimated likelihood and Wald tests results showed that combining marketing strategies groups is impossible and according to Hausman test, the three groups of dependent variable are independent. The results of multinomial logit model indicated that variables of: age, manager experience, education, product type, and product brand in introduction and growth stages are significant in terms of effectiveness on choice of strategy. According to positive effectiveness of brand on the choice of marketing strategy type, it is recommended that active companies in food industry work for establishing and strengthen prestigious brands in national and international context.