Identifying and Ranking the Factors Affecting Nut Consumer Behavior in Iran

The consumption of nuts in Iran has a cultural aspect and Iran is one of the countries that produce and export nuts. However, the per capita consumption of nuts in Iran is decreasing. Considering the impact of nut consumption on health, it is important to investigate the factors affecting the behavior of nut consumers. The aim of current research is to rank the factors affecting nut consumer behavior in Iran. The research is exploratory, descriptive, and was done using the Delphi method and ranking with AHP. ۹ experts participated in this research and finally, ۱۴ criteria were placed in ۳ categories. As a result of the ranking, the social class, the amount of income and the price of nuts have the greatest effect on the consumption of nuts. Also, marketing factors such as product quality, advertising and distribution will have less impact on the consumption of nuts. Despite the fact that the price of nuts (in bulk) is not much higher than other snacks of the same weight, the price of nuts seems higher to the consumer than other snacks and affects his buying behavior. Further research should provide strategies to change the consumer's point of view or make cheaper packaging, and aim at culturalization and lifestyle change in Iranian consumers.