Abstract:

This research has been carried out in order to identify the current structure of the flower retail in the province of Antalya and the marketing problems. The survey was carried out through a face-to-face interview with 48 flower retailers located in the center of the province. Through the survey form, the demographic structure of retailers, the characteristics of the place sold, the product supply channels and payment methods, the product losses in the sales process, the sales methods, the presentation forms, the sales status according to the flower species, the conservation methods applied, the new techniques developed to increase the sales. In addition, the special days in which the most flowers are sold and the most popular flowers by consumers, the colors, the levels of participation in some opinions and attitudes of retailers about the flowers retail and the main issues are discussed. According to the results obtained, the main issues that pose a problem for the flower retailers are the price movements resulting from the imbalance between product supply and demand, the failure to compete with super/hyper markets and the failure to control travel sales. According to the study, 79.2% of cutting flower retailers were men, 20.8% women; 6.3% under 25 years of age, 27.1% 26-35, 50.0% between 36 and 45 years of age and 16.7% older than 46 years of age. The retailers said the special days they sold most flowers were the Lover's Day and the Mother's Day respectively.