Abstract
One factor that has highlighted the role of agriculture in the
economy is to make the marketing system of agricultural
products more efficient. The main purpose of this study was to
identify the requirements of marketing the organic pomegranate of
Paveh, Kermanshah Province, Iran, from the perspective of farmers.
In order to identify contributing factors, an exploratory factor
analysis was used. The population of this study consisted of the
pomegranate growers of Paveh (N=2000) and 320 people were selected
using the Cochran formula and a proportional stratified
sampling method. The main research instrument was a questionnaire
that was completed by interview. Validity and reliability were confirmed
using the feedbacks of advisors through 0.78 Cronbach's
alpha coefficient. The results showed that the requirements were
classified in eight factors of motivational improvement such as informing,
technical, policy, economic, marketing, infrastructure,
management, and social– services and they could explain 87
percent of the organic pomegranate marketing variance.