Designing Model of Using Information and Communication Technologies in Rural Marketing Mix of Garmsar County, Iran

In recent years, rural marketing has gained significant importance as a driver of economic growth. However, one of the main problems in the production cycle in rural areas is inefficient marketing. Today, the quantitative and qualitative improvement in rural marketing requires accurate and up to date information. Information and Communication Technologies (ICTs) provide this information. So, survey applications of ICTs are very important in rural marketing mix. A questionnaire survey was conducted on members of rural cooperatives in Garmsar, Iran. Descriptive statistics and structural equation modelling were used to analyze the data using SPSS20 and AMOS20 software, respectively. The descriptive results showed that the rural marketing mix is undesirable. In addition, ICT capabilities have much role in boosting the rural marketing mix. The order of the effects of ICT capabilities on components of this mix are as follows: diffusion capabilities on the promotion (68%), and on the price (31%), location capabilities on the place (54%), and efficiency capabilities on the product (0.33%) and on the price (28%). Moreover, on the basis of the findings from the structural equation modelling, among the four ICT capabilities i.e. diffusion, location, efficiency, and financial, the impact of the financial capabilities of ICT on the price were more than that of the other capabilities (%0.77).