Evaluation of Marketing Mix Models in Order to Recognize and Prioritize Appropriate Marketing Mix Factors for Flavored Milk Products at Pegah Dairy Company of Isfahan (From Retailer's Perspective)

The purpose of this study is to investigate marketing mix modals in order to recognize and prioritize marketing mix factors for flavored milk products at Pegah Dairy of Isfahan from retailers’ perspective.This study is an applied research and its methodology is descriptive analytical. Sale raise is dependent variable and independent variable are price, packaging, quality, variety, access, sale promotion programs, and advertisement.The results of research show that all independent variables have an influence on sale raise. Quality is the most important effecting factor in sale raise. According to Kruskal Valis test, there are significant differences among the ideas of corporate retailers about importance rank of beautiful decoration, expiry date, retailer’s profit, and beautiful packaging. Results of correlation test indicate that all seven relationships among marketing mix factors are significant at the 0.05 level.