Information Requirements for Export Marketing Mix Decisions: A Study on Exporters of Dried Fig

Lack of information is one of the important problems, which firms face when they make export decisions. Formation of the export marketing mix is one of the decisions, which is associated with exporting. Some of the studies on export marketing information are concerned with the export information without relating it to an export decision, while some of them deal with information required for the selection of export markets. In this sense, there is a gap in the literature on the information necessary for export marketing mix decisions. The aim of this study is to identify the level of importance attached to the information required for export marketing mix decisions. A field study was conducted on thirty one exporters of dried fig. This field study attempted to ascertain the importance, which exporters attach to the information which they might utilize while making export marketing mix decisions. The results show that firms considered the information related to the selection of marketing intermediaries and pricing as the most important, among the marketing mix components. The information associated with the target market and final consumers is rated as less important.