THE CHALLENGES OF ORGANIC POMEGRANATE MARKETING FROM THE PERSPECTIVE OF PAVEH GROWERS

One of the key factors that have highlighted the role of agriculture in economy is to make more efficient the marketing system of agricultural product. The main purpose of this study is to identify the challenges of marketing the organic pomegranate of Paveh, Kermanshah province, Iran, from the perspective of farmers. In order to recognize this factor, exploratory factor analysis was used. The population of this study consisted of pomegranate growers of Paveh. The statistical population was 2,000 pomegranate growers which 320 persons of them were selected by using Cochran formula and stratified proportional sampling method. The main research instrument was a questionnaire that was completed by interview. The data was analyzed by SPSS 18 software. The results showed that 9 challenges determine 86.66 % of organic pomegranate marketing variance. These challenges were in respectively: informing, technical, economic, social, educational and promotional, financial services, policy, production and sale services, legal, cooperation and technical challenge.