Marketing of Dutch Roses in County of Isfahan

In this study, marketing situation, problems and services of Dutch Roses was investigated in Isfahan province as a main rose producing region in Iran. In this context, marketing margin, share of marketing agents in marketing margin, marketing cost coefficients and marketing efficiency were calculated and marketing path and marketing services of roses flower including harvesting, transportation, packing, sorting and standardization in major path were investigated. The data used in this study were gathered through completing questionnaires from 38 producers, wholesalers (cut flowers distributors) and retailers (flower sellers) and by interviewing four consulting companies in Dutch Roses production and marketing. The results indicated that 56.5 percent of producers are only engaged with production activities and not exporting flowers to either foreign countries or the other provinces in the country. In the main path, average coefficient of technical efficiency (78.17%) was found to be higher than that of price efficiency (34.67%) and based on the marketing efficiency, 108 Rial value added can be achieved from each 100 Rial marketing services cost.