Attitude of Wheat Producers, Bakers, and Consumers toward Factors Influencing Bread Losses

The purpose of this descriptive-survey research was to assess the attitude of the farmers, bakers and consumers toward cultural and social factors influencing wheat, flour, and bread losses. The population of the study was constituted of all the farmers, bakers and bread consumers in Tehran, Khuzestan, Golestan and Kermanshah provinces. A sample of 1500 farmers, 600 bakers, and 6000 consumers was selected using multi-stage stratified random sampling method. An instrument (questionnaire) was developed by the researcher to gather the required data. This instrument constituted of three sections as according to the purpose and objectives of the study. Based on the results, there was a positive attitude among farmers indicating that social and cultural factors do influence wheat losses. There were no relationship observed between age, educational level, and experience of farmers, and losses of wheat. In general, local leaders incurred less wheat losses than the other producers. The Results revealed that proficiency, positive attitude on bread, positively influence the prevention of flour and bread losses. Also, the perception of bakery workers toward bread as a holly gift does reduce losses. Consumers had correct understanding of bread value and the factors influencing its losses. Nevertheless, there was a positive relationship observed to be existing between educational level of households and their bread losses.