Factors affecting the margin of greenhouse rose marketing

Despite the potential and advantages in flower and ornamental plant production in the country, challenges and shortcomings are always observed in the market structure and marketing of these products. In this study, the factors affecting the marketing margin of greenhouse roses in Kohgiluyeh and Boyer-Ahmad provinces were examined in order to develop an approach to solve the problems and develop the market for this product. According to the results, the marketing margin of the rose product is high and disproportionate, and the marketing path of rose in the province is not efficient and transparent. The results of estimating marketing margin functions using the mark-up model showed that price, marketing costs, and transportation costs have a direct relationship with marketing margins at the retail level. Also, the results of calculating marketing efficiency of rose using the Shepherd method showed that 3.77 units of added value are created for 1 Rial of marketing services. The lack of accurate information about market conditions, an inappropriate transportation system, and the distance of the sales market from the production site, as well as the lack of support facilities, were the most important problems and challenges for producers.