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Marketing of Flowers in Dhaka City

S. K. Raha
Associate Professor
Associate Professor Dept. of Cooperation & Marketing, B. A U, Mymensingh.

Nasrin Sultana
Ex-graduate studen
Ex-graduate student, Dept. of Cooperation & Marketing, B. A U, Mymensingh

Abstract/ Executive Summary:

The study is based on primary data collected from randomly selected 30 flower shops (64 percent) out of 47 permanent shops in Dhaka city to examine the marketing system, cost, margin, existing traders' problems and suggestions for their development/improvement. The marketing system is not well organized. Various marketing functions are poorly done. The average marketing cost accounted for 18.67 percent followed by damage (14.68 percent) and shop rent (13.62 percent). Marketing margins constitute about 54 percent of consumers' price of which 27.04 percent is incurred as marketing cost and 36.96 percent retained as traders' profit. Problems faced by traders in Dhaka city are identified along with their suggested measures for solutions. Government assistance both at the production and marketing levels is felt for the proper development of this new enterprise.

Keywords: Flowers, Marketing, Dhaka city

Location: Dhaka city was selected as the study area

Start Date: 00-02-1995

End Date: 00-03-1995

Program Area: Socio-economic and Policy

Commodity: Cactus

Objectives:

1.To examine the flower marketing system.

2.To estimate the marketing cost and margin of the flower traders.

Methodology:

Dhaka city was selected as the study area because it is the largest and main flower marketplace in Bangladesh. About 78 flower shops were found in Dhaka city of which 47 were permanent and 31 were floating on pavement. Sixty four percent (30) of the total permanent flower shops were randomly selected for this study. On the basis of volume of flowers transaction the selected shops were categorized as large (12), medium (11) and Small (7) shops. The average number of flowers transacted per month by the large, medium and small shops were 104514, 47224 and 18283 respectively. Data were collected during the months of February and March, 1995.

Source of Information: Bangladesh J. Agric. Econs. XVIII, I(1995) : 43- 50

Article Link (Online Journal):

Funding Source:

Total Budget (Tk.) :

Achievement/Findings:

The marketing system is not well organized. Various marketing functions are poorly done. The average marketing cost accounted for 18.67 percent followed by damage (14.68 percent) and shop rent (13.62 percent). Marketing margins constitute about 54 percent of consumers' price of which 27.04 percent is incurred as marketing cost and 36.96 percent retained as traders' profit. Problems faced by traders in Dhaka city are identified along with their suggested measures for solutions. Government assistance both at the production and marketing levels is felt for the proper development of this new enterprise.

Knowledge Management: Journal