Factors affecting sustainable marketing on small business in the northern region of Iraq

Mikaeel Biro Munaf,Cuma Akbay

doi:10.47577/tssj.v27i1.4487

Abstract

Sustainable marketing is the promotion of environmental and socially responsible products, practices, and brand values. The main objective of this study is to investigate the factors affecting sustainable marketing on small business in the Northern-Iraq. The sample of the study includes all the workers in small businesses. The targeted sample size of the study is 400 workers who are selected randomly. A poll was planned and used to record data based on a Likert scale (five scores) incorporates the workers' characteristics regarding the sustainability factors. I evaluated the pre-prepared questions with the workers and managers of small business face-to-face. And also this questionnaire in the 2017 year collected. The data were analyzed with SPSS programs by utilizing methods containing descriptive statistics, Chi-square test. The outcomes demonstrated that the effective factors that sustainable marketing the workers in the small business are in accordance with the multidimensional structure of mental and sociological issues and perceiving every one of these undertakings and acing them and proposing and submitting arrangements make the errands and duties of the managers more difficult. Research included “Gender”, “Education”, “Extreme poverty “Attitudes and beliefs”, “Government intuition " and “Low”, a significant role insupportable promoting an independent company.

Highlights

Marketing has persistently evolved since the beginning, from the casual marketing practices of pre-mechanical craftsman's through to the sophisticated social media and relationship-based marketing in the 21st century
The highest percentages of respondents, including 6.3% and 55.0% respectively strongly agree and somewhat agree about the extreme poverty, as well as the same percentages were observed in the columns of neutrality with small business
The results indicate that 47.0% of respondents were somewhat agreed about attitudes and beliefs while they accounted for 35.3% satisfied for sustainability affecting the market and small business

Summary

Introduction

Marketing has persistently evolved since the beginning, from the casual marketing practices of pre-mechanical craftsman's through to the sophisticated social media and relationship-based marketing in the 21st century. Amid the principal of the vital portion of the twentieth century, marketing scholarship evolved from the investigation of how to effectively sell and disseminate items to consumers, to progressively sophisticated efforts to research and to develop products and understand consumers and services to meet their needs. Amid the 1970s what is often alluded to as the ‘modern mainstream marketing’ emerged based on a ‘marketing philosophy’ centering company’s endeavors around the necessities and needs of the client as the way to convey benefits and development (Van Dam, and Apeldoorn, 1996). It likewise accentuated research to comprehend the client and the marketing condition, which allowed the effective targeting of a customized ‘mix’ of marketing variables at particular market portions.

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