Investigating the market structure and marketing system of flowers and ornamental plants in Iran

Flower and ornamental plant production in Iran, while having significant advantages, also presents challenges and shortcomings in the market structure and marketing of these products. In this study, various marketing routes for flowers and ornamental plants in the current market structure are examined based on economic criteria marketing and the characteristics of the market structure. Cut rose and Isfahan province were selected as the product and sample production area, respectively. The results showed that the producer's share of the selling price to the consumer and the marketing efficiency are low. At the same time, in this system, due to the presence of high waste, technical efficiency is low. However, price efficiency is high due to the high retail price compared to the farm gate price, and as a result, total efficiency is also high. Therefore, the share of other marketing factors in this high ratio is greater than that of the producer. An examination of the structure of this market shows that the goods are heterogeneous and the conditions for entering the market are difficult and uncertain. Accordingly, the market system for flowers and plants in Iran is inefficient and the market structure is a non-competitive structure. These non-competitive conditions, which will cause incomplete information in the market, do not allow production planning for producers, and due to the existence of excess supply or demand, the price fluctuations of flowers at the wholesale level are high. This is while the retail price has less fluctuations and the decrease in market price is not passed on to the consumer in many cases. Therefore, the producer receives and pays the highest possible price, respectively. In this regard, a reform of the structure of the flower market in Iran was proposed.