Profile and behavior of flower consumer: subsidies for marketing actions

Authors

  • ADILSON ANACLETO Unespar campus Paranaguá
  • Raquel Rejane Bonato Negrelle UFPR
  • Francine Lorena Cuquel UFPR
  • Daniel Muraro UNIFAE

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.

Author Biographies

ADILSON ANACLETO, Unespar campus Paranaguá

Doutor em Produção vegetal

Raquel Rejane Bonato Negrelle, UFPR

Doutorado em Ecologia e Recursos Naturais

Francine Lorena Cuquel, UFPR

Doutorado em Fitotecnia

Daniel Muraro, UNIFAE

Mestre em Agronomia

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Published

2017-12-11

How to Cite

ANACLETO, A., Negrelle, R. R. B., Cuquel, F. L., & Muraro, D. (2017). Profile and behavior of flower consumer: subsidies for marketing actions. Revista Ceres, 64(6). Retrieved from https://ojs.ceres.ufv.br/ceres/article/view/4685

Issue

Section

ECONOMIA E EXTENSÃO RURAL

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