Analysis and investigation of the status of saffron packaging and its position in Iran exports from exporters and experts viewpoints (case study: Torbatjam township)

Poor system of packaging, marketing and advertising in saffron export sector by Iranian exporters caused importers to buy this product from Iran at lower prices and then sell it at higher prices on the world markets by repackaging and proper advertising. The first importance of packaging is that many customers buy with their eyes, so attractive package has special importance. Considering the fact that Iran is the foremost producer of saffron in the world and produces almost 95 percent of the worldʹs saffron, in the present study we have addressed the role of saffron packaging in its export. Literature review and background research identified some important packaging variables and factors that are important in export of a product. This study is an applied research in terms of purpose. This research has been done by the methods of library, scientific, specialized and field study. Statistical society of this research is composed of saffron exporters to foreign countries that are currently active and specialists and professors of University of Torbatjam who are experts in marketing and business. T-value of all factor loadings is greater than 1.96 and this means that the factor loadings were significant in alpha level of 0.05 and have significant effect on the 5 factors of packaging. These findings show differential validity between latent variables and convergence of indices in measurement of latent variables. Also combined reliability of all indices is desirable because it is more than 0.6. If the combined reliability index is more than 0.6, it indicates that the indices measure latent variables well and as convergent, and as a result they are reliable indices.