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International Conference on

Recent Trends in Environmental Sustainability

ESCON22/SAgri/18
Economics of flower cultivation, value addition and consumer preferences in Faisalabad

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Rashed Saeed* , Arshed Bashir and Abdul Majeed
1 Social Sciences Research Institute, AARI, Jhang Road, Faisalabad
2 Department of Economics, Government College University, Faisalabad
Correspondence: rashedkasuri@gmail.com
Abstract

Due to labor intensive nature of floriculture sector, this may become a successful
diversification activity in the country particularly for those small farmers who have abundant
family labor as it may also reduce dependence on traditional crops like rice, wheat, oilseeds
and vegetables etc. Present study was designed to empirically study vastly consumed flowers
i.e. rose and gladiolus flowers in Faisalabad market with specific objectives of estimating
economics of flower cultivation and value added products as well as identifying consumer
preferences of flowers. Primary data was collected from producers, processors and flower
consumers during year 2019. Applying conventional profitability analysis, the study revealed
that benefit cost ratio (BCR) was 2.41:1 and 3.07:1 for rose and gladiolus cultivation
respectively. BCR was 1.74:1 in case of average size bouquet comprising 18 to 25 cut-flowers
at the retailer shop. The retailers were earning average net profit of Rs.77 after deducting
making and material costs on an average bouquet comprising 18-25 cut-flowers of rose. A
single large garland of rose (containing between 20-30 flowers) was giving Rs.35 as net profit
to the retailer. Similarly, a small garland (containing between 10-20 flowers) was fetching a
profit of Rs.19/small garland on a sale price of Rs.43. Single bouquet of gladiolus containing
cuttings less than 5 was bringing average profit to the retailer shopkeeper was
Rs.104.17/bouquet. While a gladiolus bouquet with 6 to 12 cuttings was yielding more than
Rs.83/bouquet as a profit to the retailer. Depending upon the principle of bargaining, the
shopkeepers-mostly the car owners-were earning net profit of Rs.2050 by charging
Rs.5300/decorated wedding car in the peak season. Mostly consumers of floriculture products
were doing jobs in private sector and rose was a favorite of them among gladiolus, rose and
tuberose. Crux of the research is that floral business was a profitable diversification activity
being practiced on small scales by the farm as well as non-farm families. Therefore, floriculture
business needs extension on a large scale to harvest maximum benefits through training of
agents involved in its value addition. Car decoration hub should be developed to counter flower
demand fluctuations. Lastly, females may be motivated for making different value-added
products of flowers at homes for their livelihood.

Key Words: Economics; flower production; BCR; value addition; consumer.

Department of Environmental Sciences, COMSATS University Islamabad, Vehari Campus

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