Investigation of Factors Affecting Consumption of Pistachio in Iran's Domestic Market

This research investigates pistachio consumption in the domestic market and managerial ways of its improvement. Factors affecting pistachio consumption investigated by employing appropriate functional model, correlation coefficient and Analysis of variances. Statistical society of research include all pistachio consumers in Kerman province and Tehran. Data were collected from 480 sample by using research questionnaire and interviewing pistachio consumers, employing simple random sampling. Results showed that pistachio selling price, recognition of varieties in respect to grade and quality, family expenses, packaging and prices of substitute produces are the main factors affecting consumption in pistachio domestic market. Correlation coefficient for per capita consumption of pistachio with other research variables is positive which indicate that pistachio consumption in domestic market is growing. For Kerman province price elasticity of pistachio roasted, pistachio shred, powder, ghavout and mixednuts show that these products are luxury. For Tehran province price elasticity of pistachio varieties, its substitute and complementary products show that these products are luxury.