Exploring Marketing System and Margins of Rose in Jessore and Dhaka, Bangladesh

Abstract

Flowers are universally appreciated and are considered one of the most beloved natural objects worldwide. The flowers become economically and culturally an important horticultural crop in Bangladesh. The study was undertaken to examine the marketing system and margins of rose. The data were collected from Gadkhali, Jessore and Dhaka city. Primary data were collected from 20 farmers from Gadkhali union of Jhikargachha Upazila of Jessore district and 25 intermediaries (5 local traders from Gadkhali, 15 retailers from Gadkhali, Jessore and Dhaka city, 5 wholesaler-cum-retailers from Dhaka city) through face-to-face interview. Convenience sampling was employed to choose dealers, while the purposeful sampling technique was employed to choose the rose growers. Smaller number of marketing channels (2) of rose were found in producing area (surplus area) whereas 10 marketing channels were found in Dhaka city (largest using areas). Total marketing cost per hundred rose was highest for retailers and lowest for wholesaler-cum-retailers (Tk. 4.54). Marketing margins of retailers varied from one place to another. The marketing costs of retailers per hundred roses were Tk. 12.82, Tk. 27.48 and Tk. 90.68 in Gadkhali, Jessore and Dhaka city. Because they altered the product and sold it to consumers, retailers had the largest net marketing margin, whereas wholesalers and retailers had the lowest (Tk. 25.31). Retailers of Dhaka city always got more profits than that of Gadkhali or Jessore city. The study also identified some problems of rose marketing, such as:  inadequate space in rose shop, fluctuation of demand, strike and hartal, social problems, etc.