Marketing Channel Dynamics in Wholesale and Retail Floriculture Markets of Mumbai and Pune: A Comparative Review

The floriculture markets play a vital role in providing the means to transport flowers from producers to consumers via a number of marketing channels. The efficacy of these channels has a high impact on market performance, profitability and the progress of the floriculture trade. The present study explores the marketing channel dynamics and marketing efficiency in the case of wholesale and retail floriculture market of Mumbai and Pune. The structure of marketing channels and marketing practices used by traders are the main concerns of the analysis while the factors which influence the efficiency of the marketing channels are also analyzed. Special emphasis is placed on the role of the intermediaries, distribution, prices, and market-related issues affecting the movement of floriculture products. The study aims to assess both the comparative functioning of wholesale and retail markets and define the factors that foster efficient functioning of markets. The results will help to gain insight into current marketing systems and will indicate what needs to be improved to make marketing more competitive. The study indicates that sustainable development of floriculture markets in urban centers requires measures to increase market efficiency, to coordinate the market and to overcome bottlenecks in market operations.