The Requirements of Organic Pomegranate Marketing from Paveh Growers’ Perspective

One factor that has highlighted the role of agriculture in theeconomy is to make the marketing system of agriculturalproducts more efficient. the main purpose of this study was toidentify the requirements of marketing the organic pomegranate ofpaveh, kermanshah province, iran, from the perspective of farmers.in order to identify contributing factors, an exploratory factoranalysis was used. the population of this study consisted of thepomegranate growers of paveh (n=2000) and 320 people were selectedusing the cochran formula and a proportional stratifiedsampling method. the main research instrument was a questionnairethat was completed by interview. validity and reliability were confirmedusing the feedbacks of advisors through 0.78 cronbach'salpha coefficient. the results showed that the requirements wereclassified in eight factors of motivational improvement such as informing,technical, policy, economic, marketing, infrastructure,management, and social– services and they could explain 87percent of the organic pomegranate marketing variance.