Profile and behavior of elderly flower consumer in Paraná Coast

Ornamental Horticulture

Erika Sumiko Fujita¹  Regiane Maceno Vieira¹  Lorraine Paes Mendes¹  Rennan de Tarso Pereira¹  Adilson Anacleto² 

[1]

[2]Universidade Estadual do Paraná

关键词: Flowers trade, retail trade, agribusiness, ornamental plants.;   

DOI  :  10.14295/oh.v23i3.1029

来源: DOAJ

【 摘 要 】

The per capita consumption of flowers in Brazil has presented successive growth rates, although the consumption in consumer class called elderly, that is 60 years old or more, is still incipient when compared to other countries such as the United States, Japan and the most part of European countries where the consumption of these people is more than the double of consumption in Brazil. In this context, it is presented the results of the profile and consumer behavior evaluation of elderly flowers consumer, aiming to subsidize the establishment of marketing actions for the retail segment of the flower production chain. The study was accomplished using 169 interviews with elderly people of both genres at the time that they were buying flowers in 22 flower shops in Paraná Coast. The female gender was identified as the majority consumer (p=78.7%). It was observed a tendency in the increase of consumption based on advanced schooling. It was registered an average of acquisition of 5,81 times per year, with preferential consumption of roses, violets and orchids. The accessibility to stores, the service quality followed by the high prices of flowers, were the main consumption limiting factors in the class evaluated.

【 授权许可】

Unknown