Analysis of Factors Affecting the Appropriate Marketing of Saffron from the Viewpoint of Saffron Growers in Gonabad County

The process of marketing had been affected by so many factors that named as marketing mix. Attending to economic value of saffron, lack of factors in marketing development of saffron affect the saffron market efficiency. Therefore, this study try to identifying the effective factors in saffron marketing process from the viewpoint of saffron growers with the aim of reducing the market inefficiencies and increasing the farmers profit. To achieve this objective, factors and marketing mixes using analytical- descriptive methods after designing a questionnaire and collecting data from the 362 saffron growers in Gonabad County were studied. The results show that all variables (four domains: 1. quality of production including 3 variable: the amount and quality of the product, knowledge and skills of producers, time and method of storage; 2. market conditions with 3 variables: supply and demand, competition and pricing; 3. the infrastructure and technology including of technology, packaging and branding and 4. legislative and policy making including legislation, institutionalization and financial support) have a significant effect on saffron marketing network from the viewpoint of saffron growers. The results of EQS model revealed that market conditions was the most important aspect and other aspects are production quality, technological and infrastructure, and the policy making respectively. According to the results, it can be stated that increasing the value added of this product with respect to the value of it as well as its utility for replace with some products in arid areas, it is essential need to strengthen other aspects of the marketing mix, especially financial support and policy making aspects.