MSc

The study on ‘Marketing of commercial flowers – a study in Palakkad and Thrissur districts of Kerala’ was undertaken with the following objectives:
1. To identify the marketing channels of commercial flowers,
2. To assess the marketing efficiency of the channels, and
3. To suggest appropriate distribution strategy for commercial flowers.

Orchid, anthurium and bush jasmine, the three major commercial flowers of Kerala, were considered for this study. The study was conducted in the Central Zone focusing on Palakkad and Thrissur districts. These two districts were selected as these fall in the two different agro climatic conditions and socio economic backgrounds. Both the districts have sizable number of floriculturists.
Moreover, among the identified districts, Palakkad was having relatively large number of producers of bush jasmine and Thrissur was having a good assortment of orchid and anthurium flowers.
The list of floriculturists dealing in orchid, anthurium and bush jasmine for two districts were collected from various sources such as Agriculture Department, Krishibhavans and Floriculture, Department of College of Horticulture. A sample group of 20 floriculturists of each flower from each district constituted the total 120 respondents.
Floriculture was preferred as a self employment venture by most of the respondents. Government also promote floriculture units through “Women Empowerment Programme” by giving subsidy and training. Bush jasmine growers were more experienced (more than 10 years) than orchid and anthurium growers (4 to 6 years)It is very much suitable for unemployed women as all activities concerned with orchid and anthurium cultivation other than spraying are done by the floriculturists themselves. In the case of bush jasmine also all activities other than planting are done by the floriculturists. The channels of distribution existing in orchid and anthurium marketing in Palakkad and Thrissur districts were as follows:
Channel I : Producers  Pushpakrishi Vikasana Samithi/cut flower

society  Consumers.
Channel II : Producers  Local Florists  Consumers.
Channel III : Producers  Florists (outside state)  Consumers.
Channel IV : Producers  Consumers.

Among the four channels, the most preferred channel by them was Channel I and the reasons for preference were fair & reasonable price and steady demand. The channels of distribution existing in bush jasmine cultivation were as follows:
Channel I : Producers  Pushpakrishi Vikasana Samithi/cut flower

society  Consumers.
Channel II : Producers  Local Florists  Consumers.
Channel III : Producers  Consumers.

Among these 3 channels, the most preferred channel by them was Channel II and the reasons for preferences were convenience and quick payment. But for orchid, anthurium and bush jasmine marketing, Channel I is considered the most efficient one. Grading and packing were not practiced by the floriculturists. They were also not having any role in fixing flower prices because of their unorganized nature and low quantity of production. Non-availability of the quality planting materials was the major problem in orchid and anthurium cultivation and in case of bush jasmine cultivation it was plant diseases. Major problems in marketing of flowers were lack of assistance from government and exploitation by the channels. In order to solve these problems, the floriculturists have to be organized under a strong government organization as a ‘Mother Unit’ which guarantees all assistance in case of production problems and marketing of flowers against timely and guaranteed payment.