بررسی عوامل مرتبط با شیوه فروش محصول تولید شده توسط زعفران‌کاران شهرستان قائن

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانش آموخته کارشناسی ارشد، توسعه روستایی، دانشگاه زنجان.

2 استادیار، ترویج و آموزش کشاورزی، گروه ترویج، ارتباطات و توسعه روستایی، دانشگاه زنجان.

3 استادیار، اقتصاد کشاورزی، گروه ترویج، ارتباطات و توسعه روستایی، دانشگاه زنجان.

4 دانشجوی دکتری، ترویج و آموزش کشاورزی، دانشگاه زنجان.

چکیده

زعفران‌کاران به خاطر دلایل متعددی دارای رفتارهای بازاریابی متفاوتی در ارتباط با شیوه فروش زعفران تولیدی خودشان هستند، ازاین‌رو تحقیق توصیفی- همبستگی حاضر با هدف بررسی عوامل مرتبط با شیوه فروش محصول تولید شده توسط زعفران‌کاران شهرستان قائن صورت گرفت. جامعه آماری کلیه زعفران‌کاران شهرستان قائن در سال 1394 بودند (12860 نفر) که با استفاده از فرمول نمونه‌گیری کوکران 230 زعفران‏کار مشخص و از طریق روش نمونه‌گیری چندمرحله‌ای تصادفی مطالعه شدند. داده‏ها با استفاده از پرسشنامه ساختارمند و از طریق مصاحبه حضوری با زعفران‌کاران جمع‌آوری و با نرم‌افزار Spss20 تحلیل شدند. نتایج نشان داد که زعفران‌کاران دارای رفتارهای متفاوت فروش بوده و 23/38 درصد کل زعفران تولیدی به‌صورت پوشال، 55/31 درصد به‌صورت نگین و 21/30 درصد نیز به‌صورت دسته به فروش رفته است. تحلیل همبستگی نشان داد که بین متغیرهای تعداد افراد خانوار، مقدار زعفران خودمصرفی، درآمد حاصل از زعفران به کل درآمد، سطح زیر کشت، تعداد کلاس‌های آموزشی شرکت کرده، میزان رضایت از کمیت محصول و استفاده از برخی منابع اطلاعاتی بازاریابی با شیوه فروش زعفران‌کاران رابطه معنی‌داری وجود دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating factors related to selling behaviour of Saffron farmers in the Qaen Township

نویسندگان [English]

  • Majid Khosravi 1
  • Ali Shams 2
  • Higar Gholi Zadeh 3
  • Zahra Hoshmandan moghadam 4
1 M.Sc. Graduate, Rural Development, University of Zanjan, Iran
2 Assistant professor, Agricultural Extension and Education, University of Zanjan, Iran
3 Assistant professor, Agricultural Economy, University of Zanjan, Iran
4 Ph.D Student, Agricultural Extension and Education, University of Zanjan, Iran
چکیده [English]

The marketing behavior of different Saffron farmers is different due to a few effective factors. The present descriptive/correlational study is aimed at investigating the selling behavior of Saffron farmers and the associated factors. The statistical population consisted of all Saffron farmers in the Qaen Township in 2015 (N= 12860) of which 230 were selected through a randomized multi-stage sampling method. The sample size was identified based on Cochran's sampling formula. Data was gathered through a valid and reliable questionnaire with face to face interviews done with farmers and analyzed by SPSS software package. The results indicated that Saffron farmers have distinct marketing behaviors, such that 30.7 percent of their Saffron products were sold in Dasteh type, 35.8 percent in Poshal type and 33.5 percent in Negin type. The results also showed that there were significant correlations between marketing behavior with variables such as the amount of self-consumption of saffron, acreage of cultivated area, their satisfaction from product quantity, the extent of use of some marketing information channels and the ratio of saffron income to total income.

کلیدواژه‌ها [English]

  • Selling Type
  • saffron farmers
  • Qaen Township

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