Studying the Status of Marketing Mix (7Ps) in Consumer Cooperatives at Ilam Province from Members’ Perspectives

摘要

Concerning the particular importance of cooperatives in a cooperation system, the author has tried to study the status of marketing mix (7Ps) in cooperatives and to provide proposals to improve the conditions of such cooperatives. This is a descriptive and survey research. Its population consists of all members of consumer cooperatives in Ilam province selected by a ranked sampling method proportionate to the volume of the population by which necessary sample was determined. According to research aim, seven hypotheses are provided and tested by one sample t-test. As a result, hypotheses on price, location, promotion, product, operation management and physical assets which show lower than average status of these elements were confirmed. The only hypothesis that was rejected was the hypothesis related to the personnel element. This shows the proper condition of this element of marketing mix.