Profile and behavior of elderly flower consumer in Paraná Coast

Abstract

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.

Flowers supply chain in Paraná Coast - Brazil: an application of Miles and Snow taxonomy

“…Among the alternatives that producers could consider in changing this scenario is the use of region native species, which differ from those traditionally found on the shelves of flower shops, and also could be more resistant to the low use of technology conditions, then according to Anacleto et al (2014) may be more adapted to be cultivated in open air.…”

“…A little variation of the environment was a factor observed in the retailers of flowers in Paraná Coast and according to Anacleto et al (2014) which traditionally favors the products more easily commercialized due to these business actions need little capacity of innovation.…”

“…The retail sector has not traditionally commercial strategies to make the consumers buy or visit the flowers shops more times a year, what happens is that the customers go up to the store according to their needs, and in this case the flower retailers promote the expansion of the mix products on the shelves, which are associated with color, shapes and smells, and according to Anacleto et al (2014) conceives a pleasant place that ends up generating consumer impulse buying.…”

“…The Brazilian retail sector has shown significant changes in its organizational structure since the 1990s, and according to Anacleto et al (2014) this process of structural change promoted generally a increased competition among companies in the sales of flowers in pursuit of customer's attention, generating the need to create lasting competitive advantages, however this new form of activity is present only in large cities where competition is fierce.…”

“…The difficulties faced by these regions in the development of the flowers supply chain may be associated to the lack of management strategies, whether at micro or macro environment of the production chain, especially in the flower market in Brazil, which has been developed in an uncoordinated manner, without the support of public or private expert institutions in this sector (ANACLETO et al,2014).…”