Indian Journal of Economics and Development: Forthcoming Issue

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Pattern and Constraints in the Marketing of Fresh Flowers

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Indian Journal of Economics and Development
Volume 16 No. SS, 2020, 342-347
DOI: https://doi.org/10.35716/ijed/NS20-034
Indexed in Clarivate Analytics (ESCI) of WoS

Sharanjot Kaur1, Mini Goyal2, and Lovepreet Singh3
Department of Economics and Sociology, Punjab Agricultural University, Ludhiana-141004
Corresponding author’s email: Sherrybhinder2@gmail.com

ABSTRACT
The present study was undertaken in the Ludhiana city of Punjab to examine the marketing pattern and problems faced while the marketing of fresh flowers. Simple random sampling technique was used for the selection of 60 florists. Stalls were the most commonly used type of shop by fresh florists in Ludhiana city. The fresh flowers were found selling the highest quantity in winter as compared to summer season. It was found that pucca shop florists had highest income (`556775) as compared to kutcha shop florists (`1369816) and stall florists (`287187) per annum. Majority of the florists were selling both (cut and loose) type of flowers. It was a profitable and convenient small business. Channel-I (Producer→ Wholesaler→Retailer→Consumer) was more prevalent in the study area. Unpredictable climate change was perceived as the main problem among the florists.

Keywords
Fresh flowers, marketing pattern, retailer, wholesaler.

JEL Codes
Q12, Q13, Q14.

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