ISHS Acta Horticulturae 135: VII Symposium on Horticultural Economics, XXI IHC
A PROFILE OF CUT FLOWER PURCHASES IN VICTORIA, AUSTRALIA |
| Author: | D.E. Aldous |
| Abstract:
A postal survey was carried out during 1981 to determine the purchasing patterns for cut flowers in Victoria. A sample of 1913 was selected from the electoral rolls of three Melbourne suburbs and three country centres. The objectives of this survey were to identify some of the socio-economic characteristics of Victorian cusumers to the purchase of cut flowers, their consumer preferences and purchasing practices. A response rate of 48% was recorded. Results indicated that roses, carnations, orchids, daffodils (violets eq.) and tulips (gladioli eq.) ranked as the State's top five most favoured cut flowers. Although the long stemmed floral products, such as the rose, carnation and gladioli still satisfy a demand, the small bunch or posy is gaining in popularity with the Victorian public. Consumers indicated a preference for small attractive blooms, sold as a homogenous bunch, rather than individual blooms. Flower quality and presentation were considered more important to the purchaser than price. Major cut flower purchases were in the following order; commercial florists, milk bar, supermarkets, fruit shops, community markets and roadside stalls. Significant purchases of cut flowers were made for funerals, family gifts and gifts to friends, as opposed to the more traditional festive times of the year. Ninety-four percent of respondents lived in a dwelling with a garden, a fact that influenced the purchase of commercially grown cut flowers. As this is the first study of the consumer market for cut flowers in Victoria it should provide an important source of managerial and marketing information for florists and producers of cut flowers. | |
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