Determining effective factors on promoting the marketing of flowers and ornamental plants

The present study was conducted with the aim of determining the factors affecting the promotion of marketing of ornamental flowers and plants. The statistical population of the study was 4920 florists in Tehran, Markazi, Guilan, Khuzestan, and Khorasan Razavi provinces. Through cluster sampling appropriate to the size, 234 florists were determined as the sample size of the study. The results of multiple regression showed that the linear combination of planning variables regarding market access channels, florists' access to communication services, launching local markets, lack of use of information due to its inappropriate form, and the need for an extension expert explained 45.6% of the variance changes in the florists' perception of the market. Also, the combination of the variables of infrastructure status, use of harvesting techniques appropriate to market requirements, access to product grading devices, management of production and marketing costs, determining the needs of the target market, uneconomical production, recognition of new markets, flower growers' knowledge of the principles of product introduction, appropriate form of information dissemination, appropriate time of information dissemination, knowledge of market standards, having accounting and financial management skills, knowledge of marketing aspects, design and planning of cultivation, and group marketing explain a total of 87.3 percent of the variance changes in the variable of flower growers' expectations of promotion.