Consumers of flowers and ornamental plants: an eploratory survey in the Italian «Mezzogiorno» regions

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.