The study was undertaken to assess the production and marketing system of different flower cultivated in Jashore district. Different flowers were cultivated and planted seed/seedling in different months, but their target was same as they sold it in a specific occasion. Gladiolus, rose, marigold, chrysanthemum, tuberose, gerbera, jasmine, gipsy etc. flowerwere cultivated commercially inJashore. Flower was used in different national, occasional and cultural day such as happy new year, valentines day, pohelafalgun, shaheed dibos, 17th march, independence day, pohelaboishakh, 15th August, victory day and many more. People buy flower for celebration of national day, marriage day, birth day and so on. Among the cultivated flower gladiolus, rose, tuberose, gerbera and marigold were 57%, 41%, 69%, 17% and 71% farmer respectively.Benefit cost ratio on the total cost basis was highest in gerbera cultivation (2.67) followed by tuberose (1.88), rose (1.81), gladiolus (1.78) and marigold (1.56) respectively. Farmer, farmer cum trader, paiker, arathdar cum paiker, retailer, consumer etc. were the main market actors of flower. Flower cultivation was profitable as its BCR was more than one. But some flower required huge amount of investment. People used flower as its esthetic value and share his feeling with others, so that the consumption of flower was increased day by day. Insect pest infestation was the main problem of flower. Transportation and storage were the main problem of flower marketing as it was perishable products. Training, supply of sapling, market linkage should by developed for proper cultivation, quick transportation, proper storage and other facilities to reduce spoilage and damage of flower.
Key words: Flower, production, marketing, profitability, cost and return.
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