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.