Abstract
The objective of this study was to estimate purchase frequency of the selected cut-flower items and demand functions in Punjab and Pakistan. Simple random sampling technique was employed to collect primary data from 120 consumers using a well-structured and field pretested questionnaire during the year 2012-13. The results of the findings revealed that the average price was the highest in case of flowers stage decoration (Rs. 9546), followed by jewelry set (Rs. 677), flower basket (Rs. 394), mala (Rs. 334,), bouquets (Rs. 259), garland (Rs. 41), and gajjra (Rs. 21). Most of the selected consumers (61%) occasionally purchased flowers. The reason of occasionally purchasing was that mostly the consumers purchased the flowers at the occasions of various ceremonial days, i.e., Valentines Day, birth of baby, and death of a relative, etc. About 45% of the selected consumers preferred rose flower. The reasons of high preference for rose flowers were that this is a common flower, mostly grown in all areas of Pakistan and everyone is familiar to it. After rose the jasmine flower (27%) is preferred due to its attractive smell and fragrance, it is also a common flower and mostly grown in Pakistan. It is the national flower of Pakistan. The results of the demand function revealed that the variable of age was significant for the selected cut-flower items, but the variable of education of the consumers was insignificant in case of flowers car decoration. The consumers are restrained to decide about the rational price of the item purchased. There is a limited number of cut-flower shops. Majority of the shops are located in the rich areas of the cities. Common consumers are to travel long distances to purchase flower items. More retail flower shops should be set up by the local bodies in all parts of the cities. The market committees should standardize prices for cut-flower items for the benefit of consumers. Policy need to be designed to increase the demand of flowers by electronic and press media.
Highlights
Flowers are crowning beauty of God’s creation.They are an inseparable part of human joy and sorrows
The reason of occasionally purchasing was that mostly the consumers purchased the flowers at the occasions of various ceremonial days, i.e.,Valentine’s Day, birth of baby, and death of a relative, etc.The results of the study revealed that only 10% of the consumers purchased flowers on the occasions of Eids and marriages
The results of the study reveal that the average number of bouquets purchased by the sampled consumers in the study area per year was 5 with a maximum of 20 and minimum 1.The average price paid per bouquets by the sampled consumers was Rs.259.The average number of flower baskets purchased by the sampled consumers per year was 4 with a maximum of 15.The average price paid by the consumers per basket was Rs. 394 with a maximum of Rs.700.The results of the findings demonstrated that the average number of garlands purchased per year was 9 and the average number of gajjra purchased per year was 9.The average price paid by the consumers per garland and gajjra was Rs. 41 and Rs. 9, respectively
Summary
Flowers are crowning beauty of God’s creation.They are an inseparable part of human joy and sorrows. It is said that man is born with flowers, lives with flowers, and dies with flowers. Cut-flowers are useful in many ways.[1] Flowers are an integral part of human life due to their diversity in beauty, form, texture, color, and fragrance.[2] People all over the world realize that flowers enhance the quality of life and influence human feelings more than words or other gifts.This leads to increased use of flowers and ornamental plants. Flowers are largely grown for cut-flowers, making essential oils, water, perfume, and medicines, etc.[3]
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