ABSTRACT. Bromeliads grow almost exclusively in the New World tropics and subtropics, mainly in South America in the Brazilian Atlantic Forest (ca. 1200 species). Within the last few decades, their beautiful shapes and colors, low maintenance and easy adaptability to small gardens have brought bromeliads into worldwide use as ornamental plants. While the ornamental bromeliad trade could make significant contributions to household economies in rural areas, the trade may represent a significant threat in some of the bromeliad biodiversity hotspot countries such as Brazil, Bolivia and Colombia. This paper presents an overview of production volumes, analysis of the Brazilian bromeliads trade chain -at the state, national and international levels -and recommendations to address development and conservation challenges.Keywords: fair trade, floriculture, non wood forest products, ornamental plants, production chain.Espécies ornamentais de bromélias: conservação e desafios relacionados a sua comercialização RESUMO. Bromélias crescem quase que exclusivamente nas regiões tropicais e subtropicais do Novo Mundo, ocorrendo principalmente na Floresta Atlântica brasileira na América do Sul. (ca. 1200 espécies). Nas últimas décadas, pelas suas belas formas e cores, baixa demanda de manutenção e fácil adaptabilidade a pequenos jardins, as bromélias tem sido mundialmente utilizadas como plantas ornamentais. O comércio de bromélias ornamentais pode promover significante acréscimo de renda em áreas rurais, mas por outro lado pode também significar uma ameaça à manutenção da diversidade destes recursos biológicos, especialmente em países como Brasil, Bolívia e Colômbia. Este trabalho apresenta uma caracterização geral dos volumes de produção e da cadeia brasileira de comercialização de bromélias -em nível estadual, nacional e internacional assim como recomendações para promover o desenvolvimento deste setor e superar desafios relacionados ao uso sustentável deste recurso.Palavras-chave: comércio justo, floricultura, produtos florestais não-madeiráveis, plantas ornamentais, cadeia produtiva.
Profile and behavior of flower consumer: subsidies for marketing actionsThe 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. Perfil e comportamento do consumidor de flores: subsídios para ações de marketingO crescimento do consumo per capita de flores no Brasil ainda é baixo quando comparado a outros países, entre os vários fatores que podem estar atrelados a este desnível de crescimento cita-se o estabelecimento de poucas ou ineficientes estratégias de marketing. Neste contexto, apresenta-se resultado da avaliação do perfil e comportamento do consumidor de flores, visando a subsidiar as ações de marketing para o segmento comercial varejista da cadeia produtiva de floricultura. O estudo foi realizado a partir de entrevistas a 300 pessoas de ambos os gêneros no momento em que compravam flores em 22 floriculturas do litoral do Paraná. Esta região foi selecionada em função de seu potencial de produção e comercialização de flores que é similar a outras regiões brasileiras e outros países onde a floricultura apresenta relevância econômica. Identificou-se o gênero feminino como consumidor majoritário (n = 62,7%), com tendência a elevação no consumo a medida que avançava a escolaridade (Coeficiente de Correlação de Spearman, p < 0,05 = uso próprio r = 0,122; p = 0,039; presentear r = 0,174; p = 0,003). Registrou-se média de aquisição de 4,4 ± 1,9 vezes por ano, com consumo preferencial de orquídeas (n = 36,3% para uso próprio) e rosas (n = 86,7%, para presentear). O comércio varejista de flores não atendia a expectativa dos clientes especialmente em relação a preço, promoções e qualidade da produção. O gênero masculino e a classe de consumidore...
In order to support a better understanding of the current scenario of the crisis installed by the New Coronavirus (SARS-CoV-2: COVID-19) in the flower retail trade, it is presented a descriptive exploratory research carried out between April and May 2020 with 30 flower shop managers located in the Southern region of Brazil. The results showed that the most significant impacts were the drop in the number of customers, which reduced the company’s income when compared to the values sold before the pandemic, and that the pandemic scenario generated a 45.3% reduction in financial transactions on average. Among the flower shops in this survey, 70% of flower shops were closed for an average of 21.4 days, when they were reopened with restrictions on attendance related to hours or the number of people inside the stores. The e-commerce and social media were the main tools to confront this situation, and the most used Apps were WhatsApp and Instagram. But other actions such as discounting on purchases by quantity, free delivery and marketing in the surrounding were also registered. Among the possible complementary actions in order to face this crisis and which can have positive effects, it is highlighted the online courses directed to the trade of gardening kits, the adoption of the Just In Time (JIT) methodology that can result in partnerships with local producers in order to reduce inventory costs and purchase prices, and the organization of collective purchasing groups to bargain prices with wholesalers, as well as the reduction of transportation and operational costs at Veiling in Holambra.
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. Keywords: flowers trade, retail trade, agribusiness, ornamental plants. RESUMO Perfil e comportamento do consumidor de flores na terceira idade no litoral do ParanáO consumo per capita de flores no Brasil tem apresentado sucessivas taxas de crescimento, porém, o consumo na classe de consumidores denominado de terceira idade, que possui 60 anos ou mais, ainda é incipiente quando comparado com outros países como os Estados Unidos, Japão e a maioria da dos países da Europa onde o consumo desta classe é mais que o dobro que no Brasil. Neste contexto, apresenta-se o resultado da avaliação perfil e do comportamento do consumidor de flores na terceira idade, visando subsidiar o estabelecimento de ações de marketing para o segmento comercial varejista da cadeia produtiva de floricultura. O estudo foi realizado a partir de entrevistas com169 idosos de ambos os gêneros no momento em que compravam flores em 22 floriculturas do litoral do Paraná. Identificou-se o gênero feminino como consumidor majoritário (p=78,7%). Observou-se tendência a elevação no consumo a medida que avançava a escolaridade. Registrou-se média de aquisição de 5,81 vezes ao ano, com consumo preferencial de rosas, violetas e orquídeas. A acessibilidade das lojas, a qualidade do atendimento seguido pelo elevado preço das flores, foram os maiores limitadores ao consumo na classe avaliada. Palavras-chave: comércio de flores, comércio varejista, agronegócio, plantas ornamentais.
Bromeliads production and trade in Paraná, BrazilThis paper is a prospective study about the bromeliads production and trade in Paraná State, Brazil, which aimed to know the producers' profile in Paraná State with the respective capacity of meeting market demands, identify and characterize the different levels of the bromeliads production chain, as well as detect the main bottlenecks to the development of this sector. A total of 19 producers were interviewed; 160 retailers and 18 wholesalers. The amount of bromeliads from the regional production and suitable to be the traded was 5340 plants per year, which was lower than the State demand. The conditions demanded by retailers (r) and wholesalers (w) to purchase bromeliads from regional producers were: equal to or lower price than it is sold in São Paulo (required by: r = 134; w = 18), production quality demanded as found in the market (r = 86; w = 16), ability to make regular deliveries (r = 81; w = 11) and replacement capacity for requests of extra orders (r = 55; w = 7). It was not found in Paraná a producer that could meet all requirements simultaneously. The main barriers that prevented the inclusion of production in the regional market were due to the inapplicability of the rural production management models adopted by the producers and the technological inconsistencies observed in most of the culture hatcheries that resulted in low quality production.
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