An assessment of market dynamics in relation to rose flower export market in Ethiopia

Abstract

Floriculture is the newest of Ethiopia’s export industries, having grown very rapidly over the past years to become the country’s fourth largest export industry. Flower industry which dealing with several problems resulting in its perishability and dynamic in its market nature. Hence, the main objective of this study is to assess the market dynamics in relation to rose flower export market in Ethiopia. To achieve this objective, both quantitative and qualitative research approaches(descriptive research methods) were used through triangulation. The researcher used both primary and secondary sources of data. Primary data were collected through questionnaires while secondary data were collected from the horticulture office reports or other documents related to the study. The primary data were collected from 32 respondents including both employees (owners) and buyers of which 31 were collected through distributing self-administered questionnaires. With regard to an assessment of market dynamics in relation to rose flower export market in Ethiopia, the finding of the study showed that poor marketing management and quality control, lack of quality packing materials, lack of efficient cargo freight and high transportation cost. Finally, the paper suggests a series of measures, which could be taken by both Ethiopian flower grower and exporters and the government in general and flower industry in particular.