Marketing failures of agricultural products from a sociological point of view, in the cities of Ahar, Marand and Maragheh

Most of the farmers take help from all kinds of technologies to increase the productivity. But the increase in production, regardless of the marketing components, causes a lot of product waste and the farmer suffers. Therefore, this research has been done with the main goal of identifying marketing knowledge deficiencies as the missing link between more production and preventing product waste. For this purpose, using the theories of inductive innovation and rational choice, using grand theory method and semi-standard interview technique and questionnaire, data was collected. Analysis of questionnaire data was done with SPSS software (version 17) and qualitative data with structuring technique (SLT). The statistical population included farmers in the "agriculture and horticulture" department of Ahar, Marand and Maragheh cities, who were selected by theoretical sampling. Finally, after interviewing 180 farmers, until reaching theoretical saturation, the sampling was completed. In the following, the interview text was coded in an open, central and selective way, and by considering all the causal and contextual conditions, two main factors (government agricultural knowledge and agricultural knowledge of the beneficiaries) were identified. Finally, 6 sub-concepts (topics) were identified and introduced as agricultural product marketing failures. which in order of priority are (need assessment, rational choice, raising awareness and formal training of farmers, preparing infrastructure, following up on needs, following up on agricultural news).