Study on Marketing of Flower (Rose and Marigold) in Prayagraj District of Uttar Pradesh


Authors : Sakshi Jaiswal; Dr. Ashish Samarpit Noel

Volume/Issue : Volume 8 - 2023, Issue 5 - May

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://t.ly/Jiet

DOI : https://doi.org/10.5281/zenodo.8017158

The aesthetic value of flowers and ornamental plants, their use in social events, overall satisfaction in working with them and high income generating power are attracting modern entrepreneurs to invest money in the floriculture industry. The demand for flowers and ornamental plants for different needs like religious, official ceremonies, parties, house decoration, weddings, funerals, etc, is on the rise. This demand for fresh flowers and plants is increasing world-wide over the coming years. The recent liberalization policy of the Government of India has given Phillip to commercialized agriculture particularly horticultural crops. Rose and marigold flowers play a prominent role among cutflowers. The government of India has also identified floriculture as a suitable area with vast potential for export. Marigold (Tagetes erecta, Tagetes patula) flower cultivation is getting increasingly popular among farmers. Marigold, belonging to family Asteraceae, is an important ornamental herb grown for its highly decorative and long lasting flowers. I work on Prayagraj District of Uttar Pradesh. In Prayagraj district the main work of my project is to visit the missing Market and meet to the farmers to address the farmers about the economic benefit of adopting floriculture and understand the value chain supply of marketing of rose and marigold.. A Sample of 120 respondents was drawn by proportional to area under Prayagraj . The farmers were divided into marginal, small, semimedium,medium, large with the cumulative total method. The sample included 15 marginal, 38 small, 25 Semi medium 30 medium 12 large respondents. . It is revealed that marketing of rose and marigold is working over three marketing channel, out of which the majorly used channel is channel 3.

Keywords : Rose, Marigold, Marketing Channel, Market Margin, Marketing Cost, Market Efficiency, Price Spread and Producer Share in Consumer Rupee.

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