According to the importance of pomegranate production and export in Meybod county of Yazd province, investigating the problems of its market is very important. Therefore 132 questionnaires were completed per level of producer, wholesaler and retailer and Marketing margin and share of each level in markets of first and second quality pomegranate are investigated in Meybod. The results show that wholesaler margin, retailer margin and total margin in first quality market are 4110.9, 2187.5 and 6298.5 Rials per Kg respectively. In second quality market, these margins are 3421.8, 1684.3 and 5105.6 Rials per Kg respectively. The share of producer, wholesaler and retailer from retailer price in second quality pomegranate are 28.3, 48.05 and 23.65 percent, respectively. This share in first quality is estimated 44.48, 36.24 and 19.28, respectively. As can be seen, by increasing the pomegranate quality and production of first quality, producer’ share will be increased. High proportion of wholesaler will be reduced significantly. Also marketing cost coefficient in first and second quality pomegranate are estimated 24.13 and 31.30 percent respectively. Moreover the result show that market cost had positive and significant effect on market share. Therefore, even with production of first quality pomegranate, market regulation policies for suitable conformity of margins with marketing cost for increasing the orchardist’ share is very necessary.

JEL Classification: D4, L11, M31

Keywords:
Orchardist, Marketing, Marketing Margine, Meybod of Yazd, Pomegranate