Natural Resource Management: Ecological Perspectives Indian Ecological Society: International Conference-2016 SKUAST-Jammu (18-20 February 2016)
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Marketing Behaviour and Consumption Pattern of Flower Growers Vishal Raina1, Shalini Khajuria2, Lyaqat Ali3 and Manish Bakshi4 1
Department of Agriculture Jammu, Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu of Jammu 3 KVK Leh, Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu of Kashmir 2&4
*Corresponding author’s Email:
[email protected]
Keywords: Marketing behaviour, consumption pattern and flower growers Introduction Flowers being adorable creation of God, befits all occasions, be it at birth, marriage or death. One would grow flowers to fulfill his or her aesthetic desire. With the passage of time drastic changes have come about in the life style of people leading to commercialized cultivation of flowers. The Government of India has also identified floriculture as a niche area with vast potential for export. There are many incentives given by the Government for setting up of floricultural units as Export Oriented Units (EOUs) (Gowda, 2005). Being the city of temples Jammu itself is a big consumer of flowers also. There is potential for this activity to be propagated on a commercial basis. Jammu region of the state is going to play vital role in floriculture trade which may turn the economy of the state. The marketing efforts have been largely unorganized and sparse in nature. Hence, it is important to analyze the marketing practices that are being followed and to identify the market intermediaries and channels of marketing. Materials and Methods The study was conducted in Jammu region to study the technological gap and marketing of flowers. A list of villages where more than 10% of the area was under flower cultivation was prepared for each selected block. Out of these, four villages were selected from each block with the help of simple random sample technique. In this way 24 villages were selected for the study. Eighty flower growers each from three districts namely Jammu, Samba and Reasi were selected for the study to constitute a sample of 240 flower growers. Results and Discussion The marketing behaviour and consumption pattern of the respondents was broadly studied under ten components, which were further divided into different categories according to the nature of marketing, which included where, when, to whom and through which channel; they sell their produce and nature of consumption of marigold and gladiolus flowers. Most of the loose flowers (marigold) and cut flowers crop (gladiolus) are sold by the growers to the commission agents who are dominating the trade. During the study, the structure of the floriculture industry was examined to identify major production and consumption trends as well as the key market drivers, new product introductions and market channels. All the respondents sold flowers as raw, majority of the respondents market their produce in the main season without grading, in the nearby market. Most of the respondents among those not sold directly to market sold flowers to the small processor at the farm site itself. The respondents counselled outsiders and the neighbours and relatives to get knowledge about the market price, sold the produce immediately after harvest. Combinations of mode of transport were used to transport the flowers. Also respondents sold flowers for ready cash in the form of garlands to the markets as they fetch higher prices only. The systematic data is presented in Table 1. Reference Gowda B. T. 2005. A study on cultivation and marketing pattern of selected in Belghum district. M.Sc.(Agri.). Thesis. University of Agricultural Sciences, Dharwad, Karnataka.
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Natural Resource Management: Ecological Perspectives Indian Ecological Society: International Conference-2016 SKUAST-Jammu (18-20 February 2016)
Table 1: Marketing behaviour and consumption pattern of the flower growers (N= 240) Particulars Selling form
Selling tenure/ session
Grading
Marketing venues Utilization of marketing channel
Market counseling
Marketing time
Means of transportation
Marketing terms and conditions
Value Addition
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Category Raw Main season only Festival No grading According to colours According to Size Combination of size and colour Farm site Nearby markets Far off markets Direct to users Small processors (Garland makers/ Vehicles decorator for functions) Village level traders Commission agents Neighbour and Relatives Family members Progressive farmers Extension agent Market officials Commission agents/traders Immediately after harvest Whenever price is high Cycle Two wheeler Bus Combination of transport means Ready cash To settle the loan On credit On pledge loan Garland Flower bouquets Vehicles decoration Ceremonies
Percentage 100 73.00 27.00 60.00 08.00 14.00 18.00 23.00 59.00 18.00 10.00 42.00 23.00 25.00 53.00 07.00 07.00 14.00 11.00 8.00 88.00 12.00 07.00 27.00 11.00 55.00 45.00 20.00 23.00 12.00 52.00 28.00 12.00 08.00
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