Estimation of consumers demand functions of cut-flowers products: A case study of Pakistani, Punjab

Abstract

The objective of this study was to estimate purchase frequency of the selected cut-flower items and demand functions in Punjab and Pakistan. Simple random sampling technique was employed to collect primary data from 120 consumers using a well-structured and field pretested questionnaire during the year 2012-13. The results of the findings revealed that the average price was the highest in case of flowers stage decoration (Rs. 9546), followed by jewelry set (Rs. 677), flower basket (Rs. 394), mala (Rs. 334,), bouquets (Rs. 259), garland (Rs. 41), and gajjra (Rs. 21). Most of the selected consumers (61%) occasionally purchased flowers. The reason of occasionally purchasing was that mostly the consumers purchased the flowers at the occasions of various ceremonial days, i.e., Valentines Day, birth of baby, and death of a relative, etc. About 45% of the selected consumers preferred rose flower. The reasons of high preference for rose flowers were that this is a common flower, mostly grown in all areas of Pakistan and everyone is familiar to it. After rose the jasmine flower (27%) is preferred due to its attractive smell and fragrance, it is also a common flower and mostly grown in Pakistan. It is the national flower of Pakistan. The results of the demand function revealed that the variable of age was significant for the selected cut-flower items, but the variable of education of the consumers was insignificant in case of flowers car decoration. The consumers are restrained to decide about the rational price of the item purchased. There is a limited number of cut-flower shops. Majority of the shops are located in the rich areas of the cities. Common consumers are to travel long distances to purchase flower items. More retail flower shops should be set up by the local bodies in all parts of the cities. The market committees should standardize prices for cut-flower items for the benefit of consumers. Policy need to be designed to increase the demand of flowers by electronic and press media.