Perfil e comportamento dos consumidores de flores e plantas ornamentais

Paiva, Patrícia Duarte de Oliveira; Reis, Michele Valquíria dos; Sant’Ana, Gabriela Silva; Bonifácio, Francilene de Lourdes; Guimarães, Paulo Henrique Sales

doi:10.1590/2447-536X.v26i3.2158

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Technical Article • Ornam. Hortic. 26 (3) • Jul-Sep 2020 • https://doi.org/10.1590/2447-536X.v26i3.2158 copiar

Perfil e comportamento dos consumidores de flores e plantas ornamentais

Autoria SCIMAGO INSTITUTIONS RANKINGS

Resumo

Em função da importância do setor de flores e plantas ornamentais no agronegócio brasileiro, estudos que analisam a situação de seus diferentes segmentos podem auxiliar a entender e estabelecer políticas e ações que apoiem e estimulem o seu desenvolvimento. Objetivou-se analisar o perfil e comportamento dos consumidores da cadeia produtiva de flores e plantas ornamentais. Para isso, foi elaborado um questionário com perguntas diretas e direcionado aos consumidores de flores e plantas ornamentais. A aplicação foi feita pessoalmente com abordagens direta em locais de grande movimento e feiras tecnológicas da área e, ainda, por meio de mídias sociais, utilizando a plataforma Google. Os resultados foram analisados comparando as variáveis qualitativas utilizando o teste Qui-Quadrado. Identificou-se que o perfil dos consumidores está concentrado em mulheres que vivem em cidades de grande porte, consumindo em média de R$ 100,00 a R$ 200,00 no período de um ano.

Palavras-chave:
agronegócio; cadeia produtiva de floricultura; mercado de flores e plantas ornamentais

Question	Possible answers
Personnel information
Which is your profession?	Free response
Inform your age group	Up to 20 years
	21 to 30 years
	31 to 40 years
	41 to 50 years
	50 to 60 years
	61 to 70 years
	71 to 80 years
	Above 80 years
Please, inform your family monthly income	Up to R$ 2,000
	R$ 2,000-R$5,000
	R$ 5,000-R$10,000
	R$ 10,000-R$15,000
	R$ 15,000-R$20,000
	Above R$ 20,000
Indicate your gender	Female
	Male
	I prefer not to inform
Indicate your state	A list of states was provide
Please, select the number of inhabitants of the city that you live	Up to 10,000 inhabitants
	10,000 to 50,000
	50,000 to 100,000
	100,000 to 200,000
	200,000 to 500,000
	500,000 to 1,000,000
	1,000,000 to 5,000,000
	5,000,000 to 10,000,000
	Above 10,000,000inform
Habit of flower consumption
Concerning a period of one year (2016 per example), in average, how much did you spend with flowers and ornamental plant?	I do no buy this products
	R$ 5.00 - R$ 20.00
	R$ 20.00 - R$ 50.00
	R$ 50.00 - R$ 100.00
	R$ 100.00 - R$ 200.00
	R$ 200.00 - R$ 500.00
	Above R$ 500.00
What could stimulate and increase flower consumption (multiple responses)	I do not like to buy flowers
	I have no interest in spending more with flowers
	I think I already buy enough
	The availability of more stores or sales points
	If my salary was higher
	Greater product availability
	Lower prices
Do you usually buy flowers for your home?	Never thought about that
	Always! I like to decorate my home with flowers
	I would like, but I do not have enough money
	I buy only for special occasions
	I prefer the artificial ones, since it is forever
	Other:_____
Which type of ornamental plant do you like more to purchase (Multiple responses)	I do not have the habit of buying flowers
	Cut flowers
	Cut foliage
	Garden seedlings
	Orchids
	Potted flowers
	Succulents
	Other:_____
Knowing about a consumption profile
Period of the year that you mostly buy flowers and ornamental plant	All Souls Day
	Father’s Day
	Mother’s Day
	New Year celebration
	Valentine’s Day
	Woman’s Day
	I buy all over the year, regardless of the date
	I do not usually buy flowers
	I rarely buy flowers
Preferred locations for buying flowers and ornamental plant	By phone
	Stores in shopping malls
	Social networks
	Kiosks in squares
	I do not buy flowers
	Garden centers
	Local producer’s fair
	Supermarket
	Flower shops
Factors that you dislike more in a flower shop	Unwillingness of employees to attend
	Employee distraction
	Dirty place
	Abusive prices
	Delay in attendance
	Disorganized place
	Location of the Point of Sale
Inform your average spent during a flower and ornamental plant purchase	I did not buy this product
	R$ 5.00-R$ 20.00
	R$ 20.00-R$ 50.00
	R$ 50.00-R$ 100.00
	R$ 100.00-R$ 200.00
	R$ 200.00-R$ 500.00
	Above R$ 500.00
Level of your knowledge in relation to the flowers’ and ornamental plants’ names	Nothing
	Few knowledge
	I know a lot
	I am an expert at this!
Factors that please you in a flower shop during a purchase (Multiple responses)	Employees who understand the product and answer questions
	Good prices
	Attention of employees during the attendance
	Clean and organizes place
Do your ever buy flowers and ornamental plant online? (Multiple responses)	I only buy online
	I have already bought it online
	I have never heard about that
	I have already visited sites, but I have never bought.
	I know about it, but I have never visited a website

Sociedade Brasileira de Floricultura e Plantas Ornamentais Av. Av. Peter Henry Rolfs, s/n, 36570-000 - Viçosa, Minas Gerais - Brasil, (32) 3379-4983, Tel: (32) 3379-4983 - Viçosa - MG - Brazil
E-mail: editor.ornamentalhorticulture@gmail.com

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[1] * Corresponding author: patriciapaiva@ufla.br