Profile and behavior of flower consumer: subsidies for marketing actions

Abstract

The growth of per capita consumption of flowers in Brazil is still low when compared with other countries. Among
several factors that may be linked to this growth gap, the establishment of few or ineffective marketing strategies was
cited. In this context, we present the results of the profile and behavior of flower consumer, aiming to subsidize marketing
actions for the retail segment of flower supply chain. The study was conducted through interviews with 300 people of
both genders at the moment they were buying flowers at 22 flower shops in the Paraná coast. This region was selected
due to its potential for flower production and commercialization, which is similar to other Brazilian regions and other
countries where the flower market has economic relevance. The female gender was identified as the major consumer (n
= 62.7%), with tendency of increase in consumption as education level advanced (Spearman correlation coefficient, p <
0.05 = for own use r = 0.122; p = 0.039; for gift r = 0.174; p = 0.003). The acquisition average of 4.4 ± 1.9 times per year was
registered, with preferential consumption of orchids (n = 36.3% for own use) and roses (n = 86.7%, for gift). The flower
retail trade did not meet the expectations of consumers, especially in relation to price, promotions, and production
quality. The male gender and the elderly consumer class may represent important alternatives to increase the current
consumption of flowers.