چکیده The main aim of this research is to identify effective factors on the decision of Iranian hand rug importers. This applied research and in terms of the type of data used is qualitative. Research data was collected using interviews with Iranian hand rug importers in the European Union, which were present in Tehran’s twenty-fifth international exhibition of Bachov. The sample method was available and used to determine sample size. Accordingly, 14 Iranian rug importers were interviewed to the European Union, 11 of which were originally European and three Iranian residents. Information analysis was conducted using qualitative content analysis. The results of content analysis led to the identification of 233 primary codes that were classified as 62 selective code. With the review and purification of selective codes, 38 subvert themes were identified, eventually classified as the top five themes. Some indicators had a positive impact and some negative impact on the decision to buy Iranian carpets. Five main themes identified are: “The product, price, distribution, promotion, and environmental factors.” Some of the indicators identified in this research, such as ordering in production, supply quality, negative media space against Iran, the uniqueness of rugs, having a secure business partner in Iran, providing unauthorised international certificates, economic status in the country of destination, etc., have been cited for the first time and from the point of view of importers, demonstrating the distinction of this research with previous research research on carpet marketing. Keywords: Buying import decision, Iranian hand rug, rug marketing, EU, qualitative content analysis ... Read more

Full publication of the article in the two seasons of the flower, number 33, spring, and summer of 2015. To get the full article file on the attachment file.