Marketing Behaviour and Information Sources Utilization Pattern of Flower Growers

Flower production is an important growth sector in agriculture, however, the markets for flowers have so far received little attention. Marigold and gladiolus are two important commercial floriculture crops as they have got importance in all religious, social, cultural ceremonies and other functions performed by all people. The study conducted in twenty four villages of three districts of Jammu region, comprising 240 cultivating farmers aim to analyse the information source and the marketing behavior of the cultivators. The results showed that majority of the producer sell their produce as raw without grading to the small processors in the nearby market. Most of the producers took market counseling from friends/relatives. An efficient marketing system is absolutely essential to help the producers in getting profitable prices. Other information sources including personal localite as well as cosmopolite sources were the major information providers to flower growers followed by electronic media, print media and traditional media respectively. Most of the loose flowers (marigold) and cut flowers crop (gladiolus) are sold by the growers to the commission agents dominating the trade. For strategic marketing or market timing if a producer is able to predict quantities supplied subsequent weeks he or she may be able to skim profits by adjusting crop production practices to hit short term price peaks through utilization of suitable information sources.