International Journal of Agriculture Extension and Social Development

author(s)
Aditya S Manchalwar, Dr. PD Suryawanshi, Dr. MV Ajotikar and Dr. VJ Tarde

abstract
Floriculture in India has evolved from a traditional practice into a thriving business sector. Its growth is driven by urbanization, increasing consumer demand and expanding export opportunities, which contribute significantly to the national economy. Florists in this dynamic market display remarkable entrepreneurial skills, blending creativity with effective business strategies to meet market demands and sustain their livelihoods. This study examines the entrepreneurial behaviour of florists in Pune, Maharashtra, where traditional methods merge with modern approaches. The research was conducted in Pune, a region recognized for its rich cultural heritage and progressive floriculture practices. Using a survey-based “Ex-post facto” design, 140 respondents were randomly selected from different parts of the city. The data was collected, organized and analysed to get the results. The main findings of the study showed that the majority of florists exhibited medium levels of innovativeness, risk orientation, management orientation, leadership ability, achievement motivation and competition orientation. Two-fifths of them demonstrated moderate decision making ability, while less than half of them reported medium levels of self efficacy. Ultimately, the majority of florists displayed medium levels of entrepreneurial behaviour.