مدل‌سازی فرصت‌ها و چالش‌های توسعه کارآفرینی در بازارچه‌های شهرستان ساری

1. Introduction

In the present study, the development of entrepreneurship in the agricultural sector of Sari and Mazandaran Province holds particular significance, as it can play a crucial role in optimizing resource utilization, attracting investment, facilitating technology transfer, and generating employment. Given its abundant natural and agricultural resources, Sari possesses considerable potential to enhance productivity and add value to agricultural products. The establishment of marketplaces can contribute to sustainable employment and a reduction in the local unemployment rate. In many developing countries, population growth and escalating economic and social needs have intensified unemployment; therefore, promoting entrepreneurship in agriculture has gained importance as an effective strategy to mitigate this issue. Within this framework, supportive policymaking, infrastructure improvement, and entrepreneurial education are highlighted as essential drivers for advancing agricultural activities and fostering innovative business ventures. It is noteworthy that challenges such as financial constraints, information shortages, and market gaps serve as barriers to agricultural entrepreneurship, necessitating practical solutions including the adoption of modern technologies, market development, and financial support mechanisms. Previous research underscores the importance of localization and the development of applied models, particularly to promote employment, productivity, and sustainable development in this region. Consequently, emphasizing agricultural entrepreneurship development in Sari and Mazandaran can lead to economic growth, food security, and poverty reduction, while simultaneously offering effective solutions to existing challenges.



2. Methodology

This study is an applied and descriptive-correlational research aimed at modeling and analyzing the opportunities and challenges of entrepreneurship development in marketplaces of Sari County, focusing particularly on the perspectives of agricultural product consumers. The researcher engaged in two years of participatory observation, followed by the design of a researcher-made questionnaire as the primary data collection instrument, developed based on previous studies and preliminary information gathered from local vendors and customers. The statistical population consisted of all domestic and foreign customers of Sari’s markets, with sampling conducted using a geographically clustered method at three distinct times during the week to obtain a representative sample. Data were analyzed using SPSS software through Pearson correlation tests, as well as simple and multiple regression analyses and path modeling. The dependent variable, entrepreneurship development in marketplaces, was measured through eight indicators including satisfaction with product quality, support for local producers, innovation, ease of access, awareness of entrepreneurship’s role, and job preservation. Independent variables encompassed six components: product quality, price and affordability, access and distribution, diversity and innovation, institutional and governmental support, and consumer culture and attitudes, each assessed through multiple items. The research hypotheses were validated, and significant relationships between these factors and entrepreneurship development were examined. Through its quantitative approach, purposive sampling, and advanced statistical analysis, this research effectively identified the key factors, challenges, and opportunities influencing entrepreneurship development in Sari County.



3. Findings

The quantitative findings of the research, derived from univariate and multivariate regression analyses as well as path analysis, provide detailed insights into the relationships between entrepreneurship development in marketplaces of Sari County and various independent variables. Pearson correlation tests revealed a statistically significant relationship between all independent variables—including opportunities and challenges, environmental and institutional factors, and consumer attitudes and behaviors—and the dependent variable of entrepreneurship development, with a correlation coefficient of 0.58. Among the six main components, institutional and governmental support and agricultural product quality exhibited the highest levels of influence, with correlation coefficients of 0.58 and 0.53, respectively. Other variables such as price and affordability (0.49), product accessibility and distribution (0.25), product diversity and innovation (0.20), and consumer culture and attitudes (0.34) also demonstrated positive, albeit weaker, correlations.

In the multivariate regression model, four key components—namely institutional and governmental support, product accessibility and distribution, price and affordability, and agricultural product quality—were identified as significant independent variables. Collectively, these variables accounted for 42 percent of the variance in entrepreneurship development, underscoring their critical role. In terms of relative impact, institutional support exhibited the strongest effect, with a beta coefficient of 0.33, followed by accessibility and distribution (β = 0.19), product quality (β = 0.18), and price and affordability (β = 0.17).

Path analysis, in which each of the four components was alternately placed as a dependent variable within the regression equations, demonstrated that both direct and indirect effects of these factors contribute meaningfully to entrepreneurship development. The total effect of each component was obtained by summing its direct influence and the aggregated indirect path effects.

Finally, statistical measures such as the multiple regression correlation coefficient (0.64), adjusted R-squared value (0.42), and the significance levels of the tests indicated a high degree of validity for the proposed model. Overall, the results clearly show that these four principal factors exert a direct and substantial influence on the development of entrepreneurship in marketplaces of Sari, and that the statistical indicators reflect the robustness and precision of the analytical process.



4. Discussion and Conclusion

This study, by examining the factors influencing entrepreneurship development in marketplaces of Sari County, provides significant insights across environmental, institutional, cultural, and behavioral dimensions. The findings underscore that institutional and governmental support acts as a key enabler, creating the necessary conditions to foster motivation and reduce barriers to market entry. Such support, in the form of regulatory policies, financial assistance, and educational programs, facilitates entrepreneurs in expanding their enterprises while strengthening their confidence and economic security.

Agricultural product quality emerged as another critical factor in attracting consumers. By enhancing customer satisfaction and increasing market competitiveness, superior product quality plays a vital role in promoting sustainable entrepreneurial growth. Farmers and producers can achieve stronger positions in both local and broader markets through the consistent supply of high-quality products.

Pricing and affordability were also identified as influential determinants. Setting reasonable and consumer-aligned prices contributes to higher sales levels and economic growth for entrepreneurs. Improvement in this dimension helps maintain balance between production costs and profitability, thereby stabilizing business growth.

Accessibility and product distribution, encompassing advancements in logistical infrastructure such as roads, storage facilities, and distribution networks, were found to significantly enhance market access for entrepreneurs and reduce post-harvest losses, thus accelerating entrepreneurial development.

With regard to consumer culture and attitudes, although direct effects were modest, a positive orientation toward local products and support for entrepreneurial activities acts as an indirect driving force that strengthens markets and stimulates demand. This factor contributes to the expansion of new markets and the retention of loyal customers.

Innovation and product diversity also serve as supportive mechanisms by enhancing customer appeal and responding to evolving market demands. These elements encourage greater business flexibility and competitiveness, fostering adaptive and resilient entrepreneurship.

Overall, the research emphasizes the importance of integrating economic, social, environmental, and cultural factors in fostering entrepreneurship. Addressing each of these dimensions through supportive policies and programs can advance sustainable agricultural entrepreneurship in Sari’s marketplaces. Priority should be given to strengthening institutional and governmental support, improving product quality and pricing strategies, enhancing access and distribution networks, and promoting consumer awareness and cultural engagement. These measures collectively contribute to comprehensive and sustainable development.