analyzing the qualitative factors affecting the price of barberry using hedonic price model case study: south khorasan province

abstract barberry is one of the most important products of south khorasan province. the objective of this study is analyzing the qualitative factors affecting the price of barberry in this province. survey data from 100 questionnaires using simple random sampling of households in the city of birjand, 1389 has been completed, was extracted. results of the estimating hedonic price model show that puff and a pretty color of barberry and also consumers’ knowledge about barberry properties have positive and significant impact on the price of barberry but the impact of brand and package on the price of barberry are not statistically significant. thus we suggest to aware producers about consumers’ taste and utility and aware consumers about the properties of the barberry. keywords: south khorasan province, barberry, consumers’ taste, qualitative factors