THE EFFECT OF MARKETING BARRIERS ON EXPORT PERFORMANCE OF METAL INDUSTRIES OF INDUSTRIAL TOWNSHIP OF KAVEH

The present study aimed to evaluate the effect of marketing barriers on export performance of metal industries of industrial township of Kaveh. The study method is descriptive-correlation of structural equations. The study population is all managers of operating engineers, experts of sale and export in metal industry, furniture of Industrial Township of Kaveh as 285 participated in the study. They responded the scales of product barriers, pricing, distribution, logistic, promotion barriers and export performance. For data analysis, structural equations model with SMARTPLS software was used. The results of structural equations showed that effect coefficient of pricing, product, distribution, logistic and promotion barriers on export performance were negative and significant. The findings emphasized on the role of marketing barriers in reduction of export performance. Thus, the efforts to eliminate or reduce them are necessary by companies to improve export performance

Keywords:

Products barrier , pricing barriers , Distribution barriers , logistic barrier , Promotion barrier , Export performance