Factors affecting market development of saffron using Fuzzy Delphi

Abstract Iran's past experiences show that fluctuations in foreign exchange earnings require adopting the policies for increasing non-oil exports, particularly agricultural products. Saffron is one of the most important agricultural export products in Iran and identifying the factors that influence its domestic and foreign markets is very important. In this study, three main factors were examined and discussed by applying the Delphi-fuzzy method and through interviewing 45 experts and completing corresponding questionnaires. The results showed that very high capital requirements is the main disadvantages and problems in the packaging of saffron, and the lack of an appropriate advertising and of a doctrine of civic responsibility in economic damages are respectively the most important factors for brand, and for the e-commerce of saffron. Also, improving and expanding the use of e-commerce on saffron trade through widening its accessibility in urban and rural areas is recommended. This can be achieved by further expansion of IT in the universities.