The cultivation of greenhouse products has a special importance in Kohgiluyeh-va-Boyerahmad Province in the South West of Iran. This study aims to examine factors affecting the marketing margin of greenhouse cucumbers and tomatoes in the province in order to develop an approach for solving problems and to expand the market of these agricultural products. The required data have been collected through filling a questionnaire by 40 greenhouses owner, 40 retailers and 25 wholesalers of the products in 2012. The results revealed that the total marketing margin, wholesalers and retailers are 4670, 1800 and 2870 Rials for greenhouse cucumber and 4500, 1980 and 2520 Rials for greenhouse tomato, respectively. From the price paid by consumer, the portion of producer, wholesaler and retailer were 71.4, 17.2 and 11.4, respectively for cucumber, and 74.4, 14.9 and 10.6 for tomato, respectively. The results of estimated marketing margin function using mark-up model indicated that retail price, transportation cost and the dummy variables of spring, summer and winter seasons have a direct and significant relationship with the marketing margin and a significant and inverse relationship with other marketing costs. Evaluations reveal that the unawareness of market conditions, lack of facilities and shortage of underlying facilities are the most important problems for producers of greenhouse cucumbers and tomatoes. By forming unions of greenhouse owners, restructuring the available marketing system of these products can reduce the marketing margin of these products while it creates the completion with inductors that are mainly the factor of increasing marketing margins.
