CUT FLOWER MARKET IN SPAIN: STRUCTURE AND LIMITING FACTORS OF DEVELOPMENT

The most outstanding characteristics of the retailer market are given and also those of the wholesale channels.

Numerous policy deficiencies are discussed, and a number of advisable measures are suggested for the sales organisation. The following are the most remarkable points:

1. Absence of a real standardization.
2. Lack of suitable distribution channels. Except Barcelona, there are not delivering and terminal markets for flowers, thus preventing the existence of good information about market situation concerning prices and quality.
3. No effort has been made to create a habit of buying flowers for homes decoration.
4. The prices level and narrow assortment are also limiting factors in flower sales increase.

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