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

This paper aims to provide further knowledge of purchase and consumptionbehaviours with regard to flowers and ornamental plants in the regions of Italian«Mezzogiorno», as an acknowledgement of the centrality of final demandin the chain process. The knowledge of consumption process is fundamentaleither to the firm – in order to improve commercial strategies – or tocompetition authorities – with the purpose of implementing more effectivepolicies. From the analysis carried out it emerges that flowers and ornamentalplants consumption in the «Mezzogiorno» regions is characterised by a highpenetration index and – just with regard to some commodities – by a low purchasefrequency. Purchase – mainly in specialized flower shops – is made bothto satisfy personal requirements and as a present for special occasions. Withthe only exception of flowers, consumption is not tied to specific occasions. Inthe «Mezzogiorno» regions this sector is actually showing a good growth potentialin both productive and consumption terms. It is of primary importanceto carry out actions consisting in an improvement of information and awarenessamong consumers about flowers and ornamentals, and a more diversifiedsupply of products in order to get into the modern distribution chains.