Evaluating the Mixed Marketing Factors of Tehran Big Fish Market from the Sellers' Viewpoint

Evaluation of the marketing mix of the biggest fish market in Iran from the point of view of the sellers was done by questionnaire in 2019. For data analysis, descriptive statistics and Friedman test were used. The results showed that, from the point of view of the sellers, customers prefer to buy consistently from a particular stand or place and their highest priority is salmon and Persian Gulf and Oman Sea fish, shrimp, warm water farmed fish and Caspian Sea fish. The next priorities are shopping. Regarding mix marketing from the viewpoint of sellers, the highest rankings were ranked in the top 4 in terms of product health, perceived product value, how to clean and cut fish and then promotion of market on the billboard the mix marketing, product, price, place distribution and promotion are responsible, respectively. Therefore, sellers consider these indicators and place to be key drivers of sales and market prosperity that can be significant to municipalities and decision-makers.