Abstract

The marketing behavior of different Saffron farmers is different due to a few effective factors. The present descriptive/correlational study is aimed at investigating the selling behavior of Saffron farmers and the associated factors. The statistical population consisted of all Saffron farmers in the Qaen Township in 2015 (N= 12860) of which 230 were selected through a randomized multi-stage sampling method. The sample size was identified based on Cochrans sampling formula. Data was gathered through a valid and reliable questionnaire with face to face interviews done with farmers and analyzed by SPSS software package. The results indicated that Saffron farmers have distinct marketing behaviors, such that 30.7 percent of their Saffron products were sold in Dasteh type, 35.8 percent in Poshal type and 33.5 percent in Negin type. The results also showed that there were significant correlations between marketing behavior with variables such as the amount of self-consumption of saffron, acreage of cultivated area, their satisfaction from product quantity, the extent of use of some marketing information channels and the ratio of saffron income to total income.