Analysis of Ornamental Flowers and Plants Marketing in Iran (Case Study of Mazanadaran Province)

In this research, we have studied the marketing of ornamental flowers and plants namely Sterlizia, Asparagus, Lawson Pine and Ball Box using economic index as well as marketing margin, factor share, marketing efficiency and value added in Mazandaran province. The data were collected from 25 producers, 8 wholesalers and 12 retailers (florists). The results indicated that the price efficiency and technical efficiency during marketing path are 59 and 74 percent for Sterlizia, 59 and 57 for asparagus, 74 and 73 for ball box, and 59 and 58 for Lawson Pine respectively. The findings of added value index represent that Rls. 144 of added value for sterlizia, Rls. 133.3 for asparagus, Rls 286.36 for ball box and Rls. 144.4 for Lawson Pine will be produced per Rls. 100 of marketing service expenditure. The results of marketing margin reveal that wholesaling and retailing margin for asparagus are Rls 15000 and 20000 respectively and wholesaling and retailing margin for Lawson pine are Rls 10000 and 12000 respectively too. Given these results, some suggestions were made to solve the present problems and obstacles and improve the processes of ornamental flower and plants marketing.