Investigating the Role of Rural Cooperatives in Marketing of Agricultural Products

The purpose of this study was to investigate the role of rural cooperatives in marketing agricultural products in Mahabad city. This research was practical and descriptive-analytical method. In these study researchers for collect information used library and documentary and field studies. The sample population was ۳۴۹ members of rural cooperatives in Mahabad city that selected by using cluster sampling method. The validity of the questionnaire was confirmed by a review of a panel of executive experts and faculty member in this field. The reliability of the questionnaire was also calculated by using Cronbach's alpha coefficient (۰.۹۱). Descriptive and inferential statistics were used to analyze the data. The results showed that supplying fuel, supervising and guiding and supporting members and providing counseling and guidance services about market issues to the members were the most important functions of cooperative companies. The results of Pearson correlation coefficients indicate that there is a positive and significant relationship found between the performance of rural cooperative companies and the marketing of agricultural products. The results of multiple regression analysis showed that about ۴۳% of marketing of agricultural products changes are explained by the provision of services and advice, market regulation, support, and credit and loans.

کلیدواژه ها:

The role ، Rural cooperative ، Marketing ، Agricultural Products ، Mahabad