Consumers of flowers and ornamental plants: an exploratory survey in the Italian Mezzogiorno regions
New Medit, Vol. 9, n. 3, (September 2010), pp. 36-46
Jel classification: Q110
This paper aims to provide further knowledge of purchase and consumption behaviours with regard to flowers and ornamental plants in the regions of Italian Mezzogiorno, as an acknowledgement of the centrality of final demand in the chain process. The knowledge of consumption process is fundamental either to the firm in order to improve commercial strategies or to competition authorities with the purpose of implementing more effective policies. From the analysis carried out it emerges that flowers and ornamental plants consumption in the Mezzogiorno regions is characterised by a high penetration index and just with regard to some commodities by a low purchase frequency. Purchase mainly in specialized flower shops is made both to satisfy personal requirements and as a present for special occasions. With the only exception of flowers, consumption is not tied to specific occasions. In the Mezzogiorno regions this sector is actually showing a good growth potential in both productive and consumption terms. It is of primary importance to carry out actions consisting in an improvement of information and awareness among consumers about flowers and ornamentals, and a more diversified supply of products in order to get into the modern distribution chains.