Flower Marketing

Flower marketing in Bangladesh
Chapter-One
1. Introduction:
Flowers symbolize beauty and serenity right from the Garden of Eden down to the green
grocers basket. Flowers have been regarded as an embodiment of human taste and
aesthetics. They inspired great songs to be composed, great souls to be unfolded and great
feelings to be expressed. This unique and unparalleled nature of flowers has given rise to
its commercial transaction all over the world. Thus, Bangladesh has ventured to enter this
expanding export market.
Now a days flower marketing is in the process of a metamorphosis in Bangladesh
(Hossain and Rahman 1994:5) Today the trade of flowers is a burgeoning trade and a
number of florists have sprung up who sell flowers (cultural Reporter, 2002:10). No one
could think of exporting Bangladeshi flowers even a few years ago. But this is a reality
today and prosperous bonanza for tomorrow. In view of marketing prospect of flowers, a
vast agricultural land has been turned into a flower growing area and the farmers are now
in a position to make available any quantum of flowers for export according to the market
requirements. This is encouraging both for the exporters and for the importers to
strengthen their contacts and stimulate commercial operations of flowers. Available
secondary data indicate that in Bangladesh the cultivation of flowers for the purpose of
commercial use was started in a large scale from the early 80s. Initially it was confined to
a few areas of the country such as panishara (jessore) and satkhira and gradually
expanded to other parts of the country such as Narayangonj, savar, Tongi and some of the
semi-urban areas of the country namely Barisal, Bagherhat and Chittagong
However, the substantial amount of flower cultivation is now still limited to the area of
panishara and its adjacent places in Jessore (Hossain and Rahman 1994:5). Before 1983,
the space in front of the High Court Mazar was the venue for the flower trade. Now it has
spread too many other specific areas of the city .A little distance away from the Shahbagh
road corner towards the west lays the Katabon area which has the biggest concentration
of flowers shops in the city (Shams 1999). Not only small-scale flower vendors are now
widespread and visible at several shops with neatly displayed flowers in shelves are
found throughout the country particularly in Dhaka and other division and few district
cities.
The traders sell the flowers on the foot-path at Shahbag from 6:00am to 12.00 pm .The
flowers are kept either at the traders homes or in the closets behind the foot-paths.
Suppliers bring truckloads of flowers to Dhaka from Jessore, Savar and other places
every morning. Some flowers are imported from India and Thailand.
Page 1 of 72

The trader could not specify how the suppliers had access to the imported flower s and
whether these require any taxes. Asked if local flowers are exported to other countries or
is there any potential, they expressed there any potential they expressed their ignorance.
The traders said some 20 types of flowers are available at Shahbagh .The local ones
include rose ,Rajanigandha, Gada, Lotus, Gladiolus and Chandramallika, The imported
ones are ones are Jarbera and Orchid.
In 1999 there were 530 flower shops in Dhaka city (Hazzaz 1999:17). At present the
number of flower shops is more than a thousand throughout the country. Moreover, there
are a good number of hawkers and none descript youngsters selling the flowers in
different places of Dhaka and other big cities on temporary basis to maintain their
livelihood. A good number of flower shops are also established in district towns. At least
20 business enterprises and 4 associations are directly engaged in growing and export of
flowers in Bangladesh (Ahmed, 1995:5). This number has increased now days.
Despite the increasing trend of flower business, burgeoning trade of flowers in different
areas of the country and ample prospect of flower export in foreign countries, the
empirical studies on these three aspects are scant. Thus, a comprehensive study on
different aspects of flower marketing in Bangladesh has been conducted.
1.0 Literature Review:

The flower is the chief reproductive organ of plants. It is a horticultural product that is
commonly loved by every one having a minimum sense of pleasure and feeling (Hossain
and Rahman 1994:6) by and large; love for flowers is ingrained in us. But in recent years
it seems that a revolution has taken place particularly in Dhaka citizens attitude towards
flowers (Shams 1999).A new outlook is evidenced in the widespread interest shown by
them. So much so that such interest seems to have become institutionalized.
Flower as a business item came into being after Second World War. At the primary stage,
flowers were mainly used by human beings to provide interesting ornamental effects and
its business was confined around the Hotels of the Capital or business cities of the world
(Hossain and Rahman 1994:6).
It was Columbia which first introduced flowers as a business item to the international
market. The huge success of Columbia in selling flowers to international market inspired
other countries namely Netherlands , Columbia, Israel, Holland, Mexico, Peru, Kenya etc
involved in exporting flowers . The total world export of flowers during 2002-2003
exceeded to 1.37 billion dollars. (www.globtdinfo.au 2002).
According to the experts, the trade is growing at a highly encouraging rate of 11 percent a
year. This has enabled countries like Columbia, Guatemala, Germany Netherlands,
Page 2 of 72

Kenya, India and some other Asian Countries to think about the trade of flower as well.
(Ahmed, 1995:6).
To increase the supply of this seasonal product throughout the year, a few countries have
recently set up a common market among themselves, By boosting production, the global
flow industry is turning seasonal blooms into perennials while also lowering other costs
As the supply grows so does the demand. Recorded statistics show that the uses of
flowers are increasing rapidly all over the world. The typical Japanese consumer spends
on average of $50 a year on floral products. In Europe, the German consumer spends
over $ 30 and even the British, who traditionally prefer to grow their own, doubled their
spending on fresh flowers to $ 25 in the last five years. (Ahmed, 1995:5).
The major demand in cut flowers all over the world is limited to roses, carnations,
chrysanthemums, anthuriums, and lilies. But the trend of flower marketing has been
gradually increasing. In 1992, the Netherlands, the worlds leading flower producer
supplied more than 160,000 tons of flowers to West Germany, the worlds number one
flower-importing country. Moreover, it provided 50 percent of all the flowers bought in
France, Britain, and Switzerland. (Ahmed, 1995:5).
Colombia is the second largest exporter producing 100,000 tons a year and supplying
almost 60 percent of U.S flower imports. The worlds third flower exporter is Israel
which shipped over 100 million stems to Europe in 1993 and $ 120 million a year. On the
other hand, Bangladesh earned only TK. 1, 18,000 buy exporting flowers during the
1992-93 fiscal year. Export earnings from artificial flower stood at TK. 720,000 until
MAY of 92-93. (Ahmed, 1995:5).
The cut flower trade can make a major contribution to a countrys employment and
export earnings. In Ecuador, the industry employs 45,000 people directly and contributed
over $ 100 million to overall export earnings in 1997. In Columbia, the industry is
estimated to employ 80,000 people directly and another 50,000 indirectly. In Columbia it
is the fourth largest export-earning sector. In the Netherlands, a round figure estimate is
that up to 100,000 jobs are somehow related to the flower industry.
(www.ilo.org/ctflower/htm:2004)
1.1 Objective of the study

The study was conducted with the following objectives:
1.1.1 General Objective

The objective of the study is to find out the perception and awareness of the consumer
towards flowers in Bangladesh. The research is focused on the perspective of the
consumer and their views towards flower, what are their needs and wants.
Page 3 of 72
1.1.2 Specific Objectives

Within the framework of the general objective of the study, the specific objectives are:
To find out whether flower is popular among the consumers in the flower market?
To investigate Consumers requirements and demands
To see whether the flower is effective.
To find out what makes flower attractive to its user.
1.1.3
Marketing Objective
To evaluate the present export performance of flowers in the contest of global

market.
To analyze the existing marketing system of flowers in Bangladesh.
To explore the constraints of flower marketing in Bangladesh.
To suggest marketing strategies and recommend measures to promote the
export of flower from Bangladesh.
1.1.4 Financial Objective

To know the Net Sales Income (NSI).
To know the Gross Margin income from flower marketing.
To achieve EBIT.
1.1.5 Campaign Objective

To create highs quality, positive and permanent image.
To establish a personality as smart, friendly, reliable and trustworthy.
Page 4 of 72

To create far-reaching awareness among the consumers.
To get the maximum demand from the consumers.
Our campaign will also focus on the quality and adorable fragrance of the
product.
Objective is to inspire consumers to trial purchase flower.
1.1.6 Significance of the study

The reasons for conducting this research is to find out the attitude and perception of the
consumer towards flower marketing and what are the problems related to it and what the
management of flower can do to improve it and gain or increase the market share.
1.2 Hypothesis
Flower marketing in Bangladesh is suitable or not for improving GNP & GDP
contribution.
1.3 Methodology
Study approach: The study is explorative in the context of Bangladesh for the
aspects focused mainly on flower. However, it can also be termed as descriptive and
analytical.
Sample size: Sample sizes were approximately 40, which were selected for filling
up the questionnaire.
Page 5 of 72
Sample selection: As survey was to be conducted, an initial plan for stratified

sampling was designed. The respondents were to be picked from the following
clusters-
The service holders or Businessmen including end users, decision makers and opinion
leaders.
Housewives
Young generation or students.
Once the strata were selected, convenient sampling procedure was adopted for the ease of
data collection.
Data collection procedure: A detail questionnaire was formulated for collecting data.
The questionnaire is distributed among randomly chosen respondent. Among the
respondent the study is divided into two groups. One of them is consumers or user of
flower and the other group is non-user of flower. The analysis is focused on four
facts as the outcome. The outcomes are:
Identify when people choose flower and whats reason for choosing.
Identify whether the current flower users are satisfied with the product.
To see whether the flowers are effective.
To find out what makes flower attractive to its user.
Sources of data: Majority of the study is based on primary data. However some
secondary data source is used for background study.
Primary Data collection sources were done by direct interview to the targeted
respondents and by administering questionnaires through telephone and e-mail.
Secondary Data were collected from books, published documents, survey
reports, internet and journals.
Page 6 of 72

Analysis of Data: The analysis is done with both quantitative and qualitative
procedure. MS-Excel is used as the software for quantitative analysis. And the
qualitative analysis is done based on the quantitative findings.
1.4 Time Frame of the Study
Topic
Duration
Design research instrument
5
Days
Collection of primary data
15
Days
Collection of secondary data
5
Days
10
Days
Analyzing & processing of data

Preparation & submission of Internship Repot
10
Days
1.5 Report on flower Marketing

In this report, chapter 1 deals with the structure of the report and how the report has been
prepared. Chapter 2 describes an overview of flower marketing in Bangladesh. Chapter 3
presents the analysis of data collected for the study. And interview questionnaire have
been attached in appendices.
Page 7 of 72
Chapter- Two
2.1 Findings and Discussions
2.1.1 Industry characteristics
A large number of flower producers are involved in flower
marketing, in fact, to become successful flower marketers; they
need to have many logistical and technical supports, which are
not available. Of those, speedy transportation and distribution,
scientific storage system, technical know-how with regard to
production and distribution are noteworthy. People involved in
flower production and marketing can broadly be categorized
into two groups such as:
1. Flower Producing people and
2. People who are involved in flower marketing activities.
2.1.2Growing
Bangladesh Flower Growers & Babshayee Samity (Shams, 2005) said some 20 types of
flowers are available at Shahbagh .The local ones include rose ,Rajanigandha, Ganda,
lotus, Gladiolus and Chandramallika, Orchid etc. these come from different places which
shown below:
Chuadanga (Jibon
Rajonigandha, gada
Page 8 of 72

Nagor,kaligonj,Jhenaida)
Jessore ( Jhikorgasa)
Double Rajonigandha, Gada,
Savar
Rose, Colour gladiolus
Gazipur (valuka)
Orchid
Rangpur
Rose
Source: Bangladesh Flower Growers & Babshayee Samity (Babul, 2005)
The successful cultivation of flowers requires the following elements:

Good physical conditions: high light intensity, abundant water, cleans soil, and
good climate.
Appropriate seeds and planting material
Capital for investment and working capital
Productive labor
Expertise in growing technique
Good management and organization
Pesticides and other chemicals
Energy for Heating
Infrastructure
A high level of quality consciousness all along the production and harvesting
chain.
Fortunately in Bangladesh, all the facilities are more or less available to cultivate
flowers. As a developing country, Bangladesh benefits from low cost of manual labor, but
skilled labor and technicians can be expensive, particularly when expatiate. Bangladesh
also has abundant light, good climatic condition and low land costs.
2.1.3 Post-harvest handling

Post harvest handling is as important as growing for delivering an attractive product
like flower to the consumer. In the same vein, the reliability of air connections is as
critical as its costs. Speed of delivery is important since flower must be carried to the
Page 9 of 72

destination without delay. This includes proper transport between farms and port
(good roads, refrigerated trucks).
Many things can go wrong after the harvest, particularly in warm climates where the
chance of diseases is great. Flowers are highly perishable in the post-harvest chain
from grower to consumer.
Floral organs continue to grow actively. They have high rates of respiration, which
continue after harvest.
A flower at 30//d C will respire 45 times faster than one at 0// C and consequently
will have a shorter life span. Humidity is equally important. Flowers have a high
surface-to-volume ratio due to then structure of petals and leaves. The use of good
quality water prolongs vase life. A clean handling and storage environment is also
important. Adverse condition can cause bacterial growth which blocks flower stems,
or fungi growth, which can inflect flower blooms, (www.ilo.org/ctflower/htm:2004).
In short, to avoid great temperature fluctuations careful handling (to avoid damage)
and good air circulation are required to reduce the risk of fungi and other diseases,
Temperature fluctuations careful handling (to avoid damage ) and good air circulation
are required to reduce the risk of fungi and other diseases. Temperature and humiditycontrolled transportation process to ensure that flower arrive at their final destination
in good condition.
Important features of flower business in Bangladesh are:
Increase rate of capital investment
Growing number flower shops
Varieties in flower marketing patterns
Increasing number of flower made goods and their cash selling.
(Haque, Islam & Haque 2002:248)
2.2 Aspect of flower Marketing
2.2.1 Product line of flowers

In the domestic market, the businessmen are selling different types of flowers and
flower made products, although before 1984-1985 only Rajanighada, Rose and Jaba
were sold by the flower traders eight new varieties of flowers were added to the
Page 10 of 72

product line of flowers in the period of 1987-1989. After 1990 another eight types of
flowers penetrated in the flower market to enrich the beauty of flower business.
(Hossain and Rahman 1994:36-38).At present, there is a vast array of flowers
Available in the local markets that are marketed regularly by the local traders. Among
them, Following are noteworthy. Rose with different types (white Rose, Black Rose,
Blood Rose Yellow Rose); Bailee (Kant Bailee, Chairse Bailee); Cheery, Gendha,
Gardioex, Chandromallika, Gandhoraj, Mauchanda, Kaneihi.Jaba, Jui, Orstar,
Chicken, Chichon thimous, Krishnochora, Moricha, Dalia, Orchids, Tulips,
Carnations etc.
2.2.2 Distribution strategy of flowers

As mentioned earlier, post harvest handling of flower is as important as growing so
that delivery of this attractive product can be made properly to the beauty conscious
consumers. Proper distribution includes proper transport between farms and outlets or
airports (good road, refrigerated trucks), which are essential for this perishable nature
of product.
Distribution of flower varies between domestic and international market. In the local
markets, flower produces or farmers directly sell their bulk of flower to the urban
sellers .One study on flower marketing in Dhaka City. On The other hand, 29.31%
entrepreneurs through their own initiatives collect the flowers from the flower
growers plants. The local flower traders are distribution rest of the 27%. (Haque,
Islam & Haque 2000:251)
Distribution of flowers in international market has two mechanisms. A potential
Bangladeshi flower exporter wishing to enter the international flower markets must
have the information about European market which controls the distribution
mechanism of the world flower market. One way is to send the flowers to the
wholesalers of foreign markets; another is to participate in an auction (Shahbagh,
1997:8).
Auctions play a very important role in the wholesale distribution process ultimately
sending the products to the doors of consumers world over. Of the 15 auctions in
Europe, nine of them are in Netherlands. Auction now handles approximately 85% of
Dutch products, 60% of imported flowers amounting to ECU 2.6billion in 1995
(Shahab, 1997:8)
Another auction, which has recently drawn lots of attention to the flower traders to
import outside Europe market, is Tele flower auction. The auctioning is done through
a computer network without the physical transfer of the flowers and buyers selected
from biggest Dutch wholesalers. They main products sold through this action are
Page 11 of 72

roses, carnation and summer flowers, Kenya, Uganda, Tanzania, and Malawi mostly
supply these products.
2.2.3 Pricing of Flowers

In domestic market, there is no scientific method of determining price of cut flowers. In
most cases price of flowers is determined by the existing demand and supply of the
flowers .Although it is a good sign of free market economy, both consumers and suppliers
sometimes face unexpected situation of higher price.
In a study on flower marketing in Dhaka city, it was found that about 70% seller of
flowers follow convenience pricing, 20% sellers follow markup pricing and rest 10%
Particularly retailers and nondescript youngsters follow going rate and perceived value
pricing strategy (Haque, Islam & Haque 2000:252) . Variation in pricing is also observed
in different markets in Dhaka city.
The average price of a local flower is between Tk5 and 15 per piece whereas an imported
flower costs Tk20 to Tk25. Roses are most suited to the local climate, according to a
trader.
The traders have reasonable excuses for the rising prices. The material for making a
flower basket that cost Tk15 last year would now cost at least Tk30.
Indications of prevailing prices of different of flowers and accessories as given by the
Bangladesh Flower Babsayee Samity are given below:
Flower and flower made product
Rajanigandha
Taka
15-20 per dozen
Bouquet
3-5 per price
Garlands
50-500 per bouquet
Decoration of bride grooms car
50-200
Decoration of nuptial chamber
300-2000
Flower Ring
500-5000
Stage Decoration
200-4000
Gladioli (Indian)
500-3000
3 to 6 per piece
Page 12 of 72

Gladioli (Japan)
8 to 10 per piece
Orchid (Singapore)
3to 5 per piece
Oster
Source: Bangladesh Flower Growers & Babshayee Samity (Shams, 2005)
2.2.3 Promotion of Flowers

In Bangladesh, there is no structured promotional activity to promote cut flowers in local
markets. From the recorded information it had been observed that local businessmen
simply display cut flowers and flower made products in their shops in a beautiful
decorative manner to draw attention of the customers. To promote this non-traditional
item, news reporters make cover story report regarding cut flower business from time to
time.
To promote cut flower industry, exporting countries are trying their best to get access to
the potential markets. In 1997, total global cut flower consumption was $ 44.6 billion and
world-cut flower market is expected to maintain current annual growth rates of 6% to 9%
(Grell Heather, 1998:1). For instance, to get access to Japanese cut-flower market, U.S
has taken two-track approach:
1. Commercial options for increasing the chances of successful entry into the
Japanese market,
2. A policy strategy for pressuring Japan to change its custom procedures and lower
its agricultural trade barriers.
Policy strategy includes coalition building, Legislative flexibility, huge use of media for
developing awareness of Japanese trade barriers.
Media strategy to enter international market includes letters to the editor(s) of journals
and newspapers, news reports and advertisements to increase awareness of how local
traders get benefit from imports of cut flowers from importing countries, writing articles
to international journals to develop awareness abort market growth. Profitability and
potentially lf cut flowers etc.
To promote export of flowers, Export promotion Bureau (EPB) with the help of UNDP
and Dhaka Chamber of Commerce and Industry are trying to supply marketing
information as well as to establish potential contacts for these interested in exporting
flowers (Shahab, 1997:6). EPB sends regular missions usually consisting of two or three
Page 13 of 72

potential flower exporters to large flower importing countries in order to assess the
market potential and to find out more about distribution channels. Trade information
center of Export Promotion Bureau is a well stocked library consisting of reports on the
international market of different products by UNDP , international trade organization, as
well as reports compiled by different counties and blocks such as European Union.
Besides these, Export promotion Bureau has its website
(www.epbd.com/exported/flower.htm) where from traders and researchers can collect
necessary information.
2.3. Market Information

Domestic Market:
Flower Growers
Wholesalers
Local traders
Retailers
Consumers
World Market:
Page 14 of 72
Exporter
Auction
Selling
Wholesale Importer
Retailer
Consumer
2.3.1 The world Market

The global cut-flower industry is changing. Although it was long dominated by the
Netherlands, Other countries such as South Korea, Colombia, Ecuador, Zambia, and
Kenya are also actively competing in international market. Currently there are twenty-six
major floriculture-producing countries, fifteen of which account for 75.6 % of global
consumption.
Japan is now the Worlds largest cut-flower producer (Grell Heather, 1998:1). The
Netherland and United States are respectively the second and third largest, These three
countries account for more than half of worldwide wholesale value but represent only 20
percent production capabilities for low-end, cheap flowers, while others, such as
Australia and Colombia, have exploited their production experience and unique climates
to gain entrance into niche markets around the world .In 1997, the leading consuming
countries were the United States ($14.6 billion), Germany ($7.6 billion), and Japan ($5.4
billion).The countries with the highest per capital cut-flower consumption include
Switzerland, Norway, Austria and Germany (Grell Heather, 1998:4).
World Consumption of Flower and Plants per Capital and Market Size
Per Capital
Consumption
($)
Austria
150
Belgium/Luxembourg
66
China
0.4
Population
(millions)
7.99
10.49
1209.10
Value of total
Market (US $
millions)
836
690
488
Page 15 of 72

Czech Republic
Denmark
Finland
France
Germany
Greece
Ireland
Italy
Japan
Netherlands
Norway
Spain
Sweden
Switzerland
United Kingdom
United states
9
10.43
80
5.20
66
5.09
66
58.11
94
81.34
31
10.65
12
3.55
60
58.26
43
125.51
77
15.45
160
1.33
24
39.40
85
8.82
167
7.08
29
58.30
55
263.81
Total World Floral Market
Source : (Grell Heather, 1998:4)
92
416
335
3828
7,607
332
44
3496
5397
1191
608
950
752
1183
1680
14586
4459
2.3.2 Domestic Market

The flower culture is admitted a very recent phenomenon in our lives. It has been less
than a decade since we seemed to suddenly realize the worth of roses, tuberoses and
marigold as more than wreaths and garlands to honor the dead,. The aesthetically
intriguing arrangements of professional florists are hard to pass by, as no social occasion
is complete without flower.
Flower as a business came into being commercially in Bangladesh since the early 1980s.
Flower market in Bangladesh is centered in Dhaka City. Each and every day a large
variety of cut flower comes from India, Thailand, Singapore, and Japan in Dhakas
market (Haque, Islam & Haque 2000:254). In domestic market, supplies of flowers
mainly come from Gajipur, Lonabari, Savar, Manilgonj, Jessore, Khulna and some
villages of Jessore districts (Shams, 1999:5). Everyday, in Dhaka City grading of flowers
made in at least 500 to 1000 shops and uncountable number of footpath vendors.
After commencement of commercial flower-business, several areas in Dhaka City bear
witness to our new interest in flowers. More conspicuous among them are Shahbagh and
katabon areas. These are regarded ad the hub of the citys flower market where business
worth thousand of taka is conducted everyday (Shams, 1999:5). To promote flower
business in Dhaka City ,k four air-conditioned flower shops has been established by the
initiative of Dhaka City Corporation in 1990 (Haque , Islam & Haque,2000:250). These
shops are namely-Madhabi Puspokunja, Kaberi puspaloy, Dumflower, and Madhukari
pholghar.Beside these Malancha adjacent to Dhaka Club, Melody, Happy, Hasnahena,
at Katabon turning point are also noteworthy.
Page 16 of 72
In almost all-important points of Dhaka City, at least one flower shop is available where
beauty-hunting customers crowd to buy flowers. Rajanigandha, Rose, Gendha, Gladioli
Orchid, Oster, Slowbal, etc flowers are invariably available in these shops all around the
year. To protect and promote the interest of flower businessman an association named
Bangladesh Flower Growers and Bubshyee Samiti has been established.
Recent boom of flower business has touched the other divisions and some district cities
of Bangladesh. Most notable are Dampara, Lalkhan Bazar, Nandan Kanon, GEC Moor of
Chittagong, Newmarket, Santidham of Khulna, Sonadhikhi Turning point, Alopartinoor,
sahib Bazar and Newmarket of Rajshahi city, and Sylhet divisional city all these place are
cowered by the customer(s) of flowers (Haqre, Islam & Haqre, 2000:250).]
Along with the increasing number of flower shops, there are a number of nurseries
around Dhaka city, which are thriving. They are the new addition to city life. Even a
decade back such nurseries did not exist. Today these nurseries have sprung up to cater to
the needs of the local residents.
2.4
Export
2.4.1 Prospects of flower exporting

Flower has become an inseparable parts of our cultural life .Day by day it has because a
great source of self employment. In the capital and other cities. Thousands of people are
earning their livelihood from flower marketing. Although India also has got a great
success in exporting flowers on commercial basis but still. We have not got a lot of
success from this sector. Our environment and climate is very much suitable for flower
cultivation and the market for flower is extending day by day. Each and every year flower
market is getting the growth at the rate of 11%. The Dee loped countries especially winter
dominant countries are producing flower through green house system. They have got a
tremendous success by applying tissue culture system. In our country we also can
increase the production of flower by applying tissue culture system. Most of the flower
market in the world is being dominated by Netharland, Holland, USA, Germany, France
and Ittaly. According to flower specialist. International flower market is very prosperous
but, in case of surviving in the competition of flower market we of course has to develop
the varieties of flowers as well as the packing system .In the economic development of
Bangladesh flower can contribute a lot by earning foreign currency.
2.4.2 Exporting flower from Bangladesh

At first we exported flower to Australia and England in 1919 and its cultivation took
place in Jamalpur district but after that Govt had not taken any kind initiative to
accelerate the export. Consequently the potentiality of flower export lost its way. Next to
Page 17 of 72

that attention is given to flower cultivation again in 1979 and from 1995 attention is
given for exporting flower. In the fiscal 1993-94 we got 12000 taka by exporting flower
and in 1994 it reached at 16000 taka .Now the total scenario has changed and in the fiscal
year 2003-04 we earned a foreign currency of almost 4.5 crore taka. In the year 20042005 it increase by the 10 times of the previous fiscal year and it was 40 crore taka.
year
1993-94
1994-95
2000-2001
2003-2004
2004-2005
Amount
12000
16000
960000
45000000
400000000
Fig: Exporting flower from Bangladesh

Source: (Amardesh, 06/08/2005)
2.4.3 Bangladesh export of cut flower

(Value in 000US$)
Page 18 of 72
2769

2.4.4 Export trend of cut flower (World Scenario)
By exporting flower Holland earn 80% of its revenue income, Kenya earn 60% of its
revenue income, Thailand earn 30% of its revenue income, and India 15% of its revenue
income, If govt patronize then we can export flower worth of 50 crore taka.
(Source:Deshbangla01/05/2005)
Export of cut flowers is rapidly increasing all over the world. Only top-quality flowers
are traded internationally because of the increasing quality consciousness of the
customers. Competition is such that anything less than top quality consciousness of the
customers. Competition is such that anything less than top-quality flowers can best be
sold to less-demanding domestic customers. Quality has several dimensions. Flowers
should be free from plagues and diseases and they should be undamaged.
There has been a major upsurge in the production and export of world cut flowers in the
past few years (Australian Bureau of Statistics: 2002:2) Perennial gypsophioaand freesias
have become major crops alongside carnations, roses and chrysanthemums, while flower
bulb crops are gaining in importance and tulip lillium, nerine and alstroemeria as well as
freesia plants have been established through out the EEC countries. The following exhibit
shows the leading exporting and importing countries of cut flowers all around the world.
Leading Exporters of Cut flowers: HS Code 060310 (Thousand Dollars)

Colombia
EU(External Trade)
United States
Thailand
Mexico
South Korea
1998
556,105
335,253
45,953
25,631
23,255
7,886
1999
549,314
385,451
45,131
28,009
25,261
14,170
2000
581,368
419,632
46,108
30,457
26,571
21,452
2001
604,341
418,930
48,632
34,104
24,994
24,392
2002
647,221
463,378
48,096
39,391
23,866
22,964
Page 19 of 72

New Zealand
Canada
Malaysia
South Africa
Australia
Turkey
Taiwan
India
Peru
ROW
Reporting Total
24,380
15,545
6,047
16,855
11,345
13,480
7,195
------3,976
1,113
---------
24,928
15,651
7,803
17,275
13,043
11,883
10,026
6,072
4,709
2,118
1,171,134
21,296
18,086
9,425
12,774
11,510
6,676
8,587
8,330
5,277
1,618
1,237,091
21,138
18,509
7,839
9,579
12,211
7,599
7,782
7,987
4,939
1,278
1,263,283
18,764
17,471
16,722
12,019
11,931
11,039
10,143
8,934
5,023
1,484
1,370,469
Source: Global Trade Information services.Inc.
2.5 Import
2.5.1 We import following items:
Mary Gold
Orchid
Jervera
2.5.2 Duration of importing flower

1. We imported Mary Gold from India at December to January and its
amount is
30*12 = 1200 Jhupa per day
2. We imported Orchid from Thailand at December to January and its
amount is
6000 pieces Per week
3. We imported Jervera from India at December to January and its
amount is
2000 pieces Per day
Leading Importing of Cut flowers: HS Cod (Thousand Dollars)

Page 20 of 72

1
9
9
9
2
0
0
0
2
0
0
1
2
0
0
2
5EU(External Trade)
7
5
,
9
7
7
5
9
7
,
8
9
8
5
9
7
,
0
0
4
6
1
7
,
3
3
3
1
9
Page 21 of 72

9
8
5United States
7
4
,
2
6
4
5
9
5
,
5
3
0
5
5
1
,
1
7
9
5
2
9
,
4
9
2
6
1
9
,
4
6
5
1Japan
5
3
,
6
5
0
1
6
Page 22 of 72

2
,
5
7
2
1
5
1
,
4
1
2
1
4
5
,
9
7
1
5
9
8
,
9
0
3
1Switzerland
4
0
,
8
0
8
1
2
9
,
6
9
6
1
2
9
,
5
8
Page 23 of 72

0
1
3
9
,
3
3
0
1
3
6
,
9
5
5
5Canada
6
,
9
3
1
6
1
,
2
2
2
6
7
,
0
9
3
7
0
,
0
3
0
1
4
3
,
6
2
3
Page 24 of 72

1Russia
0
,
3
3
9
2
4
,
1
1
9
4
7
,
7
2
7
4
9
,
5
8
6
5
6
,
7
6
7
2Norway
9
,
3
9
5
2
6
,
5
8
2
2
5
,
3
Page 25 of 72

1
9
2
6
,
0
5
7
2
4
,
5
8
8
1Hong Kong
4
,
4
7
7
1
8
,
9
3
1
1
7
,
6
1
3
1
8
,
7
1
4
3
0
,
8
4
9
1Poland
9
Page 26 of 72

,
5
8
1
1
6
,
7
7
8
1
8
,
4
7
3
1
8
,
3
5
2
1
4
,
0
7
6
5Australia
,
5
4
3
5
,
7
4
4
4
,
1
4
2
4
,
2
Page 27 of 72

0
3
1
0
,
9
6
9
4Taiwan
,
1
4
8
4
,
1
1
0
3
,
8
1
1
4
,
0
5
4
5
,
1
7
1
6Colombia
7
4
8
6
0
1
,
4
7
7
2
,
Page 28 of 72

6
4
5
4
,
7
0
4
1Mexico
,
1
2
8
1
,
4
4
3
1
,
9
2
3
2
,
4
9
5
3
5
4
1Brazil
,
8
7
5
1
,
6
5
3
1
,
4
7
1
Page 29 of 72

1
,
3
1
1
9
3
6
1South Korea
,
0
5
9
1
,
4
5
4
1
,
0
3
1
9
5
9
4
,
1
6
3
1ROW
5
,
3
5
0
1
5
,
0
4
7
1
2
,
Page 30 of 72

9
1
8
5
,
8
6
7
7
4
0
Reporting
Total13,753
--------
1,171,134
1,237,091
1,263,283
1,370,469
Source: Global Trade Information services.Inc.
Fig: World wide Trend
Page 31 of 72

Year
Amount (in thousand)
1999
1171134
2000
1237091
2001
1263283
2002
1370469
Chapter-Three
3. Mission, Vision & Objective of flower marketing
3. Mission, Vision & Objective of flower marketing
Mission:
To grow and increase value by implementing advanced technologies, new products
and services to provide excellent solutions to satisfy customers requirements.
Vision:
To provide the best satisfaction for the customers.
Goal:
To make market profitability, good corporate citizenship and a sustainable
growth.
Objectives:
Page 32 of 72

Term paper is an attempt to orient the students with the real world situations gives the
students to personally observe the complexity and find out the various ways to solve
different problems applying the theoretical thought in the department.
While conducting the study, certain aims should be fulfilled while we believe the
objectives of the study these are as follows.
To get an overall idea about the flower marketing of Bangladesh.
To make a clear understanding about the different aspects of industry.
To learn, to apply theoretical knowledge in the practical life.
To determine the limitations or problems (if any) of the industrial sector.
To recommend necessary steps to overcome such limitations.
3.1 Portfolio of flower marketing
Flower business portfolio comprises the following business areas: Information and
Communication, Automation and control, Power, Transportation, Medical, Lighting and
Home Appliance. The individual groups within these areas are responsible for their own
worldwide operations, with regional units around the globe supporting their efforts.
Page 33 of 72

Power
Information &
Communication
Business
Areas
Transportation
Lighting
Automation &
Control
Medical
Solutions
Home
Appliances
Flower has related diversification and their product ranges are divided into different
product lines. This decentralized structure gives the greatest degree of entrepreneurial
responsibility and the ability to nurture the closest possible ties to their customers.
3.1.1 Information and Communications

With the Next Generation Network, flower builds a highly scalable, flexible and open
infrastructure that enables people and organizations to communicate more effectively and
more creatively than ever.
Under one roof, flower can provide the entire range of solutions to meet the information
and communications needs of Bangladesh.
3.1.2 Automation and Control

The Automation and Control Segment comprise four Groups: Automation and Drives,
Industrial Solutions and Services, flower Production and Logistics Systems and flower
Building Technologies. Flower is the world's prospecting of business products, systems,
solutions and services in the industrial and building technology sectors. It helps its
customers optimize their business and production processes, enabling them to improve
their profitability and efficiency. The Groups cooperate using the latest information
Page 34 of 72

technology and thus develop synergies for their four main markets: manufacturing,
process, building and logistic automation.
3.1.3 Transportation
Flower comes in Dhaka city from different places of jessore. Beside this Savar,
Mymansingh, Netrokona, Chuadanga etc. at first flower come in Shabagh and katabon
and then it goes different places by track and pickup.
3.2 Macro Economy scenarios of flower marketing

Social
The concept of nuclear family is spreading widely across the country. The number of
working woman is increasing day by day. These are the rationale that intensified the need
of home appliances grow more than ever.
Economical
The devaluation of BDT against Euro and USD has created great impact on imports of
the home appliances, which is impeding the growth on sales.
Technological
The growth regarding technology is very rapid. As most of the appliances are imported
from abroad and distributed locally, the quality and standard is very high.
Political
The political environment is not that stable in our country and affecting every business.
The tax policies are changed frequently and also not stable.
3.3 SWOT Analysis of flower marketing
Strengths:
Page 35 of 72

Wider product range
Strong local presence
Favorable image
Comprehensive knowledge of the total market and client
Good quality and top quality of products with solution
Using advance high- technology
Because of long term experience, customers reliability and loyalty
Honey is collected from flower
In decoration flower is preferable than other things.
Weakness:
perishable
Lack of awareness
Higher tax on home appliances
Lack of consistency in promotional activities
Less competitive price; competitor sourcing product at cheaper price
Less organized distribution
Less compliance to market demand
Parts are not always available
Limited showroom
Opportunities:
Ever rising flower cultivation
Emerging markets for Apartment consumers and high rise building.
Urbanization and modernization of the country
Consumer preference on authorizes and purchasing at one stop Flower
Use flowers on happy ceremonies, occasions and festivals.
Decorate our drawing room with flowers.
The bride chamber is beautifully decorated with flowers.
Threats:
Page 36 of 72

Flower is perishable
Absence of refrigerating facility
Lack of transport facility
Poor packaging
Lack of technology
3.4 Secondary Data Retrieval & Analysis

3.4.1 The Marketing and Management Problem
The data and information gathered through primary and secondary sources indicates few
problem of the product. These problems of the product are directly and indirectly linked
to the marketing and management.
The Marketing problem
The flower has great deal of problem in their marketing part. The problems are more or
less related to the strategies taken by the company regarding product advertisement and
promotion, market segmentation. The marketing problems are concerned with the fact
that the strategy taken by the company is not always well implemented. The problems
from the point of view of marketing are:
Image of the product
Marketing strategies
Market segmentation
The management problem is focused on the facts of one issue. The problem is:
Corporate Culture
Page 37 of 72

Corporate Culture
The Corporate Culture of flower follows conservative style. The corporate culture of
flower states that they prefer experienced and aged personal rather then young people.
The overall corporate culture of the flower is conservative and they follow it in their
recruiting and promotion in the management sector. This conservative corporate culture
has a great influence on the product image. The flower doesnt encourage a young, fresh
new comers in the management and with that the so-called Crazy ideas. But because
of this negative attitude toward the crazy idea the company is lacking in creating new
dimension for the product and promotion.
3.4.2 Actual findings from the secondary data and its relation with the
marketing management problems
When we went through our data analysis we matched them with the marketing
management problems we have mentioned so far. The SWOT analysis of the company
was retrieved from analyzing their company brochures, reports and also from their
marketing division. The analysis is pretty much relevant with the major marketing
problems we have highlighted in one of the previous sections. The analysis shows that
due to some of their weakness, e.g. less competitive price, inconsistency in promotion.
Plan for different segments of their target market, which in turn resulted in their
incapability to attract an important target group, i.e. the target consumer of flower users.
3.5 Questionnaire development and pre testing

From the secondary data analysis regarding the industry we are able to say that
competition is growing in the industry with new multinational and local companies that
are offering competitive price and other advantages.
Page 38 of 72
We develop a questionnaire by following all the procedures of questionnaire

development. It is a close ended questionnaire where we use interval, semantic, likert
scale. After primary preparation of questionnaire we conducted a test of the questionnaire
that if it meet our demand and provide relevant information that are needed.
3.6 Sampling Technique

Population of Interest
Buyers of flower who buy any flower and sellers of flower who sell any flower.
Method of Data Collection
Face to face interview is the appropriate technique to collect data for such type of project.
Sampling process
Random sampling technique is used here.
Number of Samples
For Data analysis we have used 50 samples.
Sample Area
Shabagh
Katabon
Dhanmondi area
Mirpur Area
Bailey Road
Field Work
Group members were assigned to collect data.
3.7 Data Analysis
Page 39 of 72

After conducting the survey through personal interview in the different areas of Dhaka
cities we have to get the following data. This data is collected from the 50 respondents
given the sex (1 male, 2 female). Preference of decorating office, drawing room, and
bride chamber (50, 1=very less, 2=less, 3=moderate, 4=much and 5=Very much),
Preference of flower (1==extremely bad, 2=very bad, 3=bad, 4=moderate, 5=good,
6=very good, and 7=excellent). Quality as a considering factor (1=yes, 2=no), quality of
flower (1=very bad,2=bad,3=moderate, 4=good and 5=very good) fragrance of flower
(1=yes , 2=no),Capacity vs. Price 1=yes,2=no).
As the first step in the analysis, it is often useful to examine the frequency distribution of
the relevant variables.
Frequency Distribution
1. Preference of Decorating Drawing Room
Value
1
Frequency
1
16
22
50
2. Preference of Decorating office

Value
1
Frequency
2
19
13
11
Page 40 of 72

50
3. Preference of Decorating bride chamber

Value
1
Frequency
0
10
18
19
50
4. Preference of Flower
Value
1
Frequency
4
17
6
50
5. Prospect of Flower Marketing

Value
1
Frequency
0
21
22
Page 41 of 72

5
5
50
6. Quality as a consider Factor

Value
1
Frequency
46
4
50
7. Fragrance of flower
Value
1
Frequency
36
14
50
8. Capacity Vs Prices
Value
1
Frequency
34
16
50
Page 42 of 72

The Mean(x) Median Mode of the different items of survey
1. Preference of Decorating Drawing Room
5*22= 110
4*16=
64
3*7=
21
2*4=
1*1=
1
204
Preference of Decorating Drawing Room = 204/50 = 4.08(Mean)

= 5 (Median)
= 4 (Mode)
2. Preference of Decorating office
5*11=55
4*13=52
3*19=57
2*5=10
1*2=2
176
Preference of Decorating Drawing Room = 176/50=3.52(Mean)
Page 43 of 72
3. Preference of Decorating bride chamber
5*19=95
4*18=72
3*10=30
2*3=6
1*0=0
203
Preference of Decorating bride chamber = 203/50 = 4.06 (Mean)
4. Preference of Flower
7*6=42
6*8=48
5*8=40
4*4=16
3*3=9
2*17=34
Page 44 of 72
1*4=4
=193
Preference of Flower = 193/50 =3.86 (Mean)
= 4 (Median)
= 2 (Mode)
5. Prospect of Flower Marketing

5*5=25
4*22=88
3*21=63
2*2=4
1*0=0
= 180
Prospect of Flower Marketing =180/50 = 3.60 (Mean)
= 4 (Median)
= 4 (Mode)
Hypotheses Testing Result Drawing

Z-test
From the data selected to know to whether main consideration factor to buying flowers
are see that 46 people out of 50 mean 92% people see that Quality of flower is the main
considering factor to buying flowers & the customers preferences basically depends on
the quality of flower. So we can now test the quality of flower it is up to the standard or
not from the customers point of view.
Page 45 of 72
Now to test the hypothesis we have to find out the Z value that leads to do a Z test of the
preference of flower.
Here we drew the null hypothesis is that if more than 60% of the total respondents say
that the quality of flower is good, then no change will occur.
Ho: 0.60 (Null Hypothesis)
H1: 0.60 (Alternative Hypothesis)
Out of 50 respondent 22 persons said that the quality of flower is good for marketing.
So, (p) = 22/50=.44
Here if the confidence level is 95% then the table value will be 1.64 and the critical value
is -2.32. So the null hypothesis is rejected, that is, the quality will have to be increased.
So, P = 22/50 = 0.44

Comment
Here if the confidence level is 95% then the table value will be 1.64 and the critical value
is -2.32. So the null hypothesis is rejected, that is, the probability of flower marketing is
good in Bangladesh.
3.8 Chi Square (Cross Tabulation)

Prospect of flower marketing in Bangladesh
Sex
1(Male)
2(Female)
Column Total
1(High)
7
10
17
2(Low)
8
5
13
Row Total
15
15
30
Page 46 of 72
Number
C11
C12
C21
C22
7
8
10
5
( o - e )
8.5
6.5
8.5
6.5
e
.2647
.3462
.2647
.3462
X2=1.2218
Comment
Here null hypothesis is accepted which means there is no association between the
variables, that is, the flower marketing does not vary from Male to Female. Hence Flower
Marketing has a great opportunity in Bangladesh.
Phi-coefficient =
X2
n
1.2218
50
0.1563
The flower marketing structure in our country is not strong.
3.9 ANOVA Analysis
Exhibit 3 for statistical output
Number
High
Low
2
Page 47 of 72

2
3
4
5
6
7
8
9
10
11
12
13
7
7
5
5
2
7
5
6
5
2
7
4
2
5
2
2
2
4
6
7
2
2
3
4
Total
69
43
Yj
5.31
3.31
5.31 + 3.31
Y=
2
=
4.31
SSx = n (Yj Y) 2 + n (Y Y)
= 13(5.31 4.31) 2 + 13(3.31-4.31) 2
= 26
SSwithin or SSerror = (Yij Yj) 2

= (7 5.31) 2 + (7-5.31) + (7-5.31) + (5-5.31) + (5-5.31) +
(2-5.31) + (7 5.31) + (5-5.31) + (6-5.31) + (5-5.31) +
(2-5.31) + (7-5.31) + (4-5.31) + (2-3.31) + (2-3.31) +
(5-5.31) + (2-3.31) + (2-2.31) + (2-2.31) + (4-3.31) +
(6-3.31) + (7-3.31) + (2-3.31) + (2-2.31) + (3-3.31) +
(4-3.31)
Page 48 of 72
= 75.54
SSy = SSx + SSerro
= 26+75.54
= 101.54
n= SSx / SSy
= 26 / 101.54
= 0.256
F = (26/1) / (75.54/ 24)
= 8.26
With the 1 and 24 degree of freedom the critical value of F is 4.26
Ho; category means are equal that high quality and low quality perception has no effect
on the preference of flower marketing in Bangladesh is rejected which means perception
of quality has effect on preference of flower marketing in Bangladesh.
3.10 Correlation & Regression

(Exhibit 4 for statistical output)
The value of R is 0.225 which means the relationship between dependent and in
independent variables is not strong.
The value of R is 0.050 and adjusted R is 0.161 are not close and both are smaller
than 1.97. This suggests that the addition of the second independent variables makes little
contribution in explaining the variation in preference.
Page 49 of 72
3.11 Analysis of the Survey

Demographic segmentation by gross family income
Gross family income
Chart #
Interpretation
From this demographic analysis it is possible to find out gross family income of a person.
From this chart it seems that the highest income group is in the Below TK10,000 with
37.5%, the second group of 25% of Tk.10, 000-Tk20, 000, with 15% falling under the
Tk20, 000-Tk40, 000, and finally 12.5% is under more than Tk.40, 000.
Question 1
Do you prefer flower in decoration?
Page 50 of 72
Chart #
Interpretation
The purpose of this question is to find out the demand of flower in the market. So from
the above chart it can be said that 100% of the respondents like flower to decorate their
drawing room, office, and chambers. Since flower becomes a necessity to the people in
part of their daily life. Hence, it can be said flower has a potential market growth in
Bangladesh.
Question 2
If yes what do you think about the preferences of flower?
Table #
PercentCriteria
8.0Extremely BadNo of Respondents
34.0Very Bad4
6.0moderate 17
8.0Bad3
16.0good4
16.0Very good 8
8
Excellent
Total
12.0
50
100.0
Chart #
Interpretation
The table and chart illustrates the perception of the users of the total survey
respondents about the preferences of flower. As to 8% respondents its preferences is
extremely bad and another 34% from the total users of the respondents perceive it very
bad. The 6% think it as moderate. 8% think it as bad. 16% think it as good.16% thinks it
as very good. 12% think it as excellent.
Page 51 of 72
Question 3
Mention the flower name you prefer in decoration.
Table #
Criteria
Rajoni Gondha
Rose
Beli
Mary gold
Gladiolus
Others
Total
No of Respondents
20
17
5
5
1
2
50
Percent
40.0
34.0
10
10
2
4
100.0
Chart #
Interpretation
From the above table and chart it can be said that highest number of users are the ones
using Rojonigondha with 40%. The second is Rose users which is 34%. Then 10% and
10% respectively use Beli and Mary Gold. And the rest 2% and 4.0% respondents use
Gladiolus and others Flower.
Question 4
Who influenced you for buying flower?
Table #
Criteria
Family members/relatives/friends/neighbors
Experience
Movie
Print Ads
Dealers
Total
No of Respondents
22
10
9
6
3
50
Percent
44.0
20.0
18.0
12.0
6.0
100.0
Chart #
Page 52 of 72

Interpretation
This question was who influence you to buy the flower. The above table and chart shows
that most of the respondents of the survey influenced or choose their brand by their
family members, relatives, friends, neighbors i.e. about 44%.20% of the respondents said
they are influenced by experience.18% of the respondents said they are influenced by
watching TV Movie ads whereas 12% are by print ads. Some respondents of the sample
survey responded that they choose Flower by their own experience of using Flower. And
the rest 6% of the respondents replied dealers as their choosing of Flower.
Question 5
Do you prefer flower in decorating drawing room?
Table #
Criteria
Very less
Less
Moderate
Much
Very much
Total
No of Respondents
1
4
7
16
22
50
Percent
2.0
8.0
14.0
32.0
44.0
100.0
Interpretation
respondents about the preferences of flower. As to 2% respondents its preferences is very
less and another 8% from the total users of the respondents perceive it less. The14%
thinks it as moderate. 32% think it as much. 44% think it as very much.
Question 6
Do you prefer flower in decorating office?
Page 53 of 72
Table #
Criteria
No of Respondents
Percent
Very less
4.0
Less
10.0
Moderate
19
38.0
Much
13
26.0
Very much
11
22.0
100.0Total
50
..
Interpretation
less and another 10% from the total users of the respondents perceive it less. The 38%
thinks it as moderate. 26% think it as much, 22% think it as very much.
Question 7
Do you prefer flower in decorating bride chamber?
Table #
Criteria
No of Respondents
Percent
Very less
Less
6.0
Moderate
10
20.0
Much
18
36.0
Very much
19
38.0
Total
50
100.0
Page 54 of 72
Interpretation
less and another 6% from the total users of the respondents perceive it less. The 20%
thinks it as moderate. 36% think it as much, 38% think it as very much.
Question 8
Do you consider price at the time of buying flower?
Table #
Criteria
No of Respondents
Percent
Yes
34
68.0
No
16
32.0
Total
50
100.0
Chart #
Question 9
Do you consider fragrance at the time of buying flower?
Table #
Criteria
No of Respondents
Percent
Yes
36
72.0
No
14
28.0
Total
50
100.0
Chart #
Page 55 of 72
Question 10
Is quality as a considering factor at the time of buying flower?
Table #
Criteria
No of Respondents
Percent
Yes
46
92.0
No
8.0
Total
50
100.0
Chart #
Question 11
Do you prefer to buy it from the Dhaka Shahbag?
Table #
Criteria
No of Respondents
Percent
Yes
30
60.0
No
20
40.0
Total
50
100.0
Chart #
Interpretation
While concerning about purchasing flowers from Dhaka Shahbag 40% of the survey
respondents said NO and 40% respondents replied YES.
Page 56 of 72
Question 12
If yes then the reason is-Table #
Criteria
No of Respondents
Percent
Less price
16
32.0
Only Whole sale market
14
28.0
Available all flower
12
24.0
Fresh & high quality
16.0
Total
50
100.0
Chart #
..
Interpretation
Respondents prefer purchasing flower from Shahbag. 32% respondents prefer to buy it
because of it less price. 28% respondents want to buy it due to only whole sale market.
And the 24% says all flowers are available in the market rest 16% respondents who are
interested to buy from Shahbag are for fresh & high quality.
Question 13
Have you ever used Flower?
Table #
Criteria
No of Respondents
Percent
Yes
25.0
Page 57 of 72

No
35
75.0
Total
40
100.0
Chart #
Interpretation
The purpose of this question is to get the number of the respondents who use Siemens
refrigerator among the total survey sample size. The above table and the chart shows that
only 25% of the respondents said YES which is very small in size compare to other
brand. Because 75% of the respondents replied NO, they use other brands.
Question 14
If no in your point of view the reason isTable #
Criteria
No of Respondents
Percent
Not aware of the flower
25.7
Not available in the market
18
51.4
Very limited in showroom
10
14.3
Comparatively expensive
12
8.6
Perishable
0.0
Others
0.0
Total
35
100.0
Chart #
Interpretation
This question was conducted to know the reason of the respondents who does not use flower.
After collecting the information from the respondents it can be said that most of the respondents
i.e. 51.4% think that this flower is not available in the market. Whereas 25.7% of the respondents
said that they are not aware about this. That means they have no idea that flower is symbol of
Page 58 of 72

love and appliances product in Bangladesh. Some of the respondents with 14.3% said they did not
buy flower because of having limited showroom in the market. In the point of view of the
respondents with 8.6% Siemens refrigerator is comparatively expensive with other brands.
Question 15
Prospect of flower marketing in Bangladesh?
Table #
Page 59 of 72
Criteria
Flower marketing
in Bangladesh
e
r
c
e
n
t
0
Very bad
N
o
o
f
R
e
s
p
o
n
d
e
n
t
s
8
Bad
.
0
0
1
Moderate
4
.
0
4
3
Good
2
.
0
7
4
Very good
4
.
0
Page 60 of 72
1
6
Total22
50
100.0
Interpretation
The table and chart illustrates the Prospect of flower marketing in Bangladesh.0% respondents
its preferences is extremely bad and another 8% from the total users of the respondents
perceive it bad. The 14% think it as moderate. 32% think it as good. 44% think it as very
good.
3.12 Problem of flower marketing in Bangladesh

Now a days flowers are not only a symbol of beauty but also have turned in to a
commercial product. Almost every country are growing flowers in commercial basis
flower cultivation is almost an industry now. In some countries flower is the main export
earning product. Even our neighboring country India is cultivating flower in commercial
basis. Because of the bright prospect of the flower farming govt has proclaimed this
sector as a thrust sector.
Bangladesh has a number of problems related to marketing of flowers in the domestic
market as well as for entering sophisticated markets like Japan, Singapore, USA and EU.
To complete the study I have faced some problems, which can be termed as the
limitation/ constraints of the study. In comparison to the world market our flower industry
is very small. Although flower had a great potentiality to learn a much more foreign
currency but still it did not achieve its peak target because of the following reasons.
Lack of credit facilities

Although flower marketing can earn a lot of foreign currency but still farmers are not
getting a handsome amount of credit facilities in order to extending their farming.
Shortage of refrigerated van
Page 61 of 72

Flower is the most perishable item so it need refrigerated van to transport and store for a
long time .but it is the cruel reality that there is a great shortage of refrigerated van in
transporting flower from one place to another.
Inadequate space in Biman

In case of exporting flower biman is the prominent source of transportation. But there is a
little space for transporting flower through biman.
High charges of Biman

As biman is the main transporting vehicle of exporting flowers it takes a lot lf charge for
the transportation of flowers as a result the cost of exporting gets higher.
Lack of cold storage facility

Although we know that flowers get rotten very quickly but still there is no storing
facilities for flower. As a result farmers are deprived of reasonable price and compelled to
sell at a lower rate.
Poor knowledge about standard packaging

Packaging gives an eye-catching beauty to any product. But in our country those who are
involved in flower marketing owns a little knowledge about packaging. Consequently be
the looser in the world competition.
Inadequate supply of better seeds

If we want to increase our share in the world market of flower then definitely we have to
produce better quality flower. Although our lands are fertile but still because of lacking of
better quality flower as a result we are falling back from the competition.
Lacking of hyper technology and medicine

As there is a lacking of hyper technology and medicine in storing flowers farmers and
businessmen are not coming ahead to expand this business.
Want of space for flower market
Page 62 of 72

In our country there is no specific place for the flower market. Although the whole selling
activities of flower took place at shahabag but it is not formally allotted. So the buying
and selling is being hampered.
Beside these:
1. Lack of farmers awareness of quality flower produce.
2. Lack of internal proper transport facility
3. Lack of round the year supply of market oriented cut flowers.
4. Lack of technology for utilizing dry container and refrigerated container
5. Inadequate infrastructure facility
6. Pest management deficiency
7. Inefficient post harvest management
8. Absence of cool chain facility
9. Poor packaging
10. Long delay in shipment and incorrect method of preservation of flowers.
11. Non-availability of land for commercial production of flowerers and lack of
motivating of farmers.
3.13 Overcome from the problem

We can overcome from the problem by following the guidelines:
Providing adequate credit facilities

Govt can provide special credit facilities to the flower farmer and the business of flowers
at a small rare of interest for extending the business and cultivation of flowers.
Allocating space for constructing a market

Flower businessmen alleged that they have not space facility for flower market. If govt
take an initiative to construct an authorized flower market at sahabagh then the problem
could be solved in conducting flower business easily.
Building mini cold storage
Page 63 of 72

We know very well that flower is a perishable item. Without storage facility flower
cannot last long. Farmers as well as businessmen are not interested in this business. S o,
govt should take initiative for building up mini-cold storages in some phase so that it
could save flowers to get rotten.
Providing loan for procuring refrigerated van

In transporting flowers to the remote places refrigeration van is a must but it costs much
for the traders to buy such van. Govt and private bank can provide loan facilities for
procuring such vehicle which ultimately smoothen the marketing of flower.
Reducing Biman fare

The charge for over seas transportation of flowers thorough Biman is high / Govt can
reduce the charge which ultimately reduce the cost of flowers and help get much market
share in the international market.
Giving proper space in the Biman

It is sorrowful that although flower has a great potentiality to earn a lot of foreign
enhance but Biman give a very little space for transporting flower. So govt should take
care for in transporting flowers.
Improving packaging system

In exporting any products to the foreign market packaging is an essential activity.
Because of poor packaging a nice product can be rejected by the foreign market. So
packaging system must be developed to increase the export caring` through flower
exporting.
3.14 Prospect of flower marketing in Bangladesh

We love flowers for their beauty and scent. They are symbols of beauty and purity. We
use flowers as a token of love, respect and gratitude. We use flowers on happy
ceremonies, occasions and festivals. We decorate our drawing room with flowers .The
bride chamber is beautifully decorated with flowers. We receive our guests dignitaries
with garlands and bouquets of flowers. We get honey from flowers. We get rose water
and Otto from the rose.
Page 64 of 72

No one could think of exporting Bangladeshi flowers even a few years ago. However,
this
is
reality
today
and
(www.epbd.com/expprod/flower.htm,2004).
potential
They
bonanza
varieties
of
for
cut
tomorrow
flowers
that
Bangladesh can supply, with an edge over others, include rose, gladioli, anthorium,
Carnation, hellieonia, gerbera, ginger lily, and a host of orchid and foliage. The fact that
these are original agricultural products of Bangladesh enables the importers to enjoy
preferential tariff treatment under the GSP. Because of duty free import facility,
developed countries like the EU, the USA, and Japan find importing of flowers from
Bangladesh highly attractive. (www.epbd. Com/expprod/flower.htm. 2004).
They also find investment in flowerer cultivation in Bangladesh extremely profitable due
to conducive climate and cheap labor. The ethnic markets of the Middle East and South
Asia also hold up high prospects for investment and export.
There is vast scope for export of Bangladeshi pot and cut flowers to the EEC countries
and Middle Eastern States. EPB officials informed that many in Europe, Middle East,
Hong Kong, Singapore and so forth have shown interest to buy cut foliages grown in
Bangladesh (Ahmed, 1995:6)
The cut Foliages that include eucalyptus, asparagus, plumose, palm, asparagus desiflores
and leather leaf fern can account for considerable amount of foreign exchange with
virtually no investment.
Tuberoses, carnations and orchids are ideal flowers for Bangladesh to export to England.
Carnation, which is a highly demanded product in Bangladesh, enjoys the usual seasonal
peaks in demand at Mothers Day Easter, Christmas and Valentine. For carnations,
Bangladesh will face competition with Netherlands, Columbia. Israel. Spain, Italy, Kenya
and Chile. For orchids, its competitors will be Thailand, Holland, Australia, New Zeeland
and Singapore. In Germany, there is a high demand of carnation and anthorium, Where
Bangladesh can easily export with great variety.
Page 65 of 72

A report prepared by IBA of D.U observed that Bangladesh enjoys some production and
export advantages of flowers as a south Asian country. This report includes the glowing
recommendation of a Japanese flower exporter, Masooji Saitor, who says, Flower
Business in South Asia, including Bangladesh, will be able to achieve a growth
equivalent to or better than Holland (Haque, Islam & Haque2000:250). Reasons given
are; Climate conditions favoring Bangladesh, low production costs and popularity of
exotic flowers in the world market.
Considering the prospect of flower export of Bangladesh, UNDP has already undertaken
studies on soil condition, Climatic and other ecological factors in order to improve the
techniques of flower cultivation. Other organizations such as Chittagong University,
BARI, and Biotechnology Bangladesh have taken up research activities in order to
improve flower quality.
Whether such a bright future awaits Bangladesh ort not depends on the determination and
combined efforts of the private and public sector of Bangladesh with international
organizations in order to resolve the problems blocking the progress of flower export.
3.15 Recommendation
Under the present open market policy, exporters themselves are to prove their worth in
the competition and face the challenges confronted with. Considering the high degree of
competition prevailing in the export markets, government through its institutional support
should assist the exporters in gaining experiences in production and export in a
sustainable condition.
Some general comments and

suggestions by the respondents
regarding flowers.
Page 66 of 72
Respondents Point of View

Post harvest handling facilities including cool chain system are to be developed
by the government and private initiative.
Bangladesh Biman / Private Operations may create freighter service / cargo
carrying facilities as per weekly demand of exporters quickly.
Production areas of exportable flowers may be spread in the potential areas of the
country for minimizing production cost.
Flower is necessary in various occasions.
Customers are very limited.
Flower is brilliant in producing goods and ensuring service.
Flower marketers should give more ads in Magazine, TV, or Radio for its greater
announcement.
It is well known to all for its beauty and scent.
Very hardly we buy flower from the shop. I think shop is not a good option to
attract customer.
They should increase advertisement on TV, newspaper as well as billboard. Do
some more advertising and sponsor some program for the general public.
Page 67 of 72

If I would know that Flower has its home appliances product in Bangladesh then
would definitely buy it. Because as I know globally it has a good reputation and
its quality and service is good and reliable. If the price will be reduced its
products will be more popular than others. People will obviously buy it.
Facilities like cold storage and pack home for sorting, grading cut flowers are to
be developed by the government and private initiative.
Market intelligence monitoring system must be developed to collect information
about round the year demand of different cut-flowers in each importing country,
their prices, auctioning price, packaging and quality standards.
Depending upon the demand of importing countries, production to marketing
chain has to be developed, prior agreements with the importers and the producers
will be helpful.
Bangladesh flower exporting companies should improve their marketing and technical
know-how and must abide by the international standards when trying to determine
consumer preferences, making pricing decisions and setting their distribution strategies.
3.16 Concluding Remarks

With the growing importance of cut flowers in the life of Bangladesh people, due to
fusion of western culture and increasing standard of living, the study on marketing
aspects of cut flower has become imminent. The study discovered that an efficient
marketing system could be and effective agent of change and an important means for
raising the income levels of the farmers and satisfaction levels of the consumers. The
study also revealed that our wondrous blossoms are poised to enjoy much demand in
home and western countries. Both in terms of aroma and beauty, some of our flowers are
superior to what is available in the international market today. There is scope remains for
the future researchers to conduct study on different related aspects of cut flower
marketing like identifying the marketing efficiency of cut flower market, economic
potential of dried flowers, and so forth.
Page 68 of 72
Trade in perishable items has always needed more attention and care .However, the
obstacles faced by the flower marketers is not insurmountable. Different government
organizations and private research firms have already done extensive research in
assessing our flower trade prospects. Optimism is in the air. Considering the vast,
untapped potential, it is time that the Bangladesh flowers made its success on the
international stage like other non-traditional items.
Appendices
Page 69 of 72
Questionnaire
[All information provided would be kept confidential. Thus, we seek your honest opinion]
Name:
Address:
TK20,000-40,000TK
Below TK 10,000
10,000-20,000Gross family monthly income:
Above
TK.40,000
1. Do you prefer flower in decoration?

Yes
No
2. If yes, what do you think about the preferences of flower?
Extremely BadVery BadModerateBad GoodVery GoodExcellent
3. Mention the flowers name what do you prefer in decoration?
Name
Rojonigondha
Rose
Name
Beli
Gladiolus
Name
Mary Gold
Other
4. Who influence you for buying flower?
Family
members
Dealer
s
Prin
t
ads
Friends/Neighb
ors
Experienc
e
TV/Radio
Any other
source(s)
5. Do you prefer flower in decorating drawing room?
Very less
Less
Moderate
6. Do you prefer flower in decorating office?
Very less
Less
Much
Moderate
Much
Very Much
Very Much
7. Do you prefer flower in decorating Bride chamber?
Very less
Less
Moderate
Much
Very Much
8. Do you consider price at the time of buying flower?

Yes
No
Page 70 of 72

9. Do you consider Fragrance at the time of buying flower?
Yes
No
10. Is quality as a considering factor at the time of buying flower?
Yes
No
11. Do you prefer buy it from Dhaka Shahbag?

Yes
No
12. If yes then the reason is?
Very Bad
Bad
Moderate
Good
Good
13 Have you ever used Flower?

Yes
No
14. If no in your point of view the reason isNot
aware
of the
flower
Not
available
in the
market
Very
limited in
showroom
Comparati
vely
expensive
Perishabl
e
Other
s
15. Prospect of flower marketing in Bangladesh is
Very Bad
Bad
Moderate
Good
Very Good
Bibliography
Reference
1. Export promotion Bureau (EPB) (2005), Cut Flowers from Bangladesh
Available at: www.epbd.com/exprod/flower.htm,Access on 18th march 2005.
2. ILO
(2005)
World
Cut
Flower
Industry:
Trends
and
Prospects
Availableat:www.ilo.org/public/English/dialouge/papers/ctflower/htm.Access on:
March 18, 2004.
3. Ahmed, Faruk (1995), Trading in Beauty, Weekend Independent. January 23,
Dhaka.
Page 71 of 72

4. Sirajul Islam, Rafiqul Islam, & Faizul Haque (2000), Flower Marketing in
Bangladesh: Problems and prospects Dhaka Viswavidyalay patrika, February,
Vol: 60, Dhaka University Dhaka.
5. Shams, Abu (1999), Flower Business is blooming, The Independent, July,
Dhaka.
6. Shahab, Sabrina (1997), Flower Can Mean Big Bucks, Star Weekend Magazine,
August 29, Dhaka.
7. Pal, H. Bhisham (1995), The Blooming Flower Trade of India. Weekend
Independent, June 23, Dhaka.
8. Hossain, Nur-uz Zaman, (1999), Pholer Hat, The Daily Ittefaq, July 9, Dhaka.
9. Hossain & Rahman (1994), The Potential of flower Marketing in Dhaka
City.Bureau of Business Research, Dhaka University, May 30, Dhaka.
10. Global
Trade
and
Information
Services.
Inc.
(2004)
Available
at
: www.globtdinfo.au, Access on March 23, 2004.

11. Australian Bureau of Statistics. (2002), Tasmanian Cut-Flower Industry
Available at: www.abs.gov.au Access on: March 24, 2004.
12. Cultural report, (2002), The Burgeoning Flower Trade, The Bangladesh
Observer, February, 4, Dhaka.
Page 72 of 72

Flower Marketing

Hochgeladen von

Dokumentinformationen

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Flower Marketing

Hochgeladen von

Copyright:

Verfügbare Formate

Flower marketing in Bangladesh