Clustering of Grape Producers in the Zanjan Province, According to Their Information Seeking Behavior

The main purpose of this study is to investigate the factors affecting grape producer's information seeking behavior in the Zanjan province. The research was a descriptive and correlational study that was conducted by using a survey method. The statistical population consisted of all grape producers in 2014 cropping seasons (N =32871) in the Zanjan province. Using Krejcie and Morgan's (1970) sample-size Tale, 379 grape producers were selected as the sample population (n =379). The samples were selected through convenience sampling method. Data were collected by using a questionnaire, which was validated by a panel of agricultural extension and education and horticulture experts and the reliability was gained through a pilot test with Cronbach's alpha coefficient between 0.73 and 0.86. The data were analyzed by using the SPSS software. The results of the research showed that about 80 percent of farmers had weak to moderate information seeking behavior. Among the cities, Khoramdeh had the highest percentage of grape producers in the moderate seeking behavior cluster and the other cities had the highest percentage of grape producers in the low seeking behavior clusters. Although the grape producers in different clusters had a high level of access to the agricultural management experts, this information source was not one of the highly usable sources. In contrast, family members and other farmers play an important role in meeting their information needs. Grape producers in different clusters of information seeking behavior had different individual, professional and management characteristic