RETAIL SALES OF CUT FLOWERS

The type and location of the shop has been taken into consideration in the retail sales activity. The location of the shop has been linked to income level, considering that the sales policy of each shop is oriented to the group of people who live in the neighbourhood. For this purpose the city has been divided into two categories, of high and low income level, according to the ECAS study (1.981) based on the social-professional category details, which according to COLEMAN (1.983) should be combined with income levels when it is referred to the "kind of products which are extremely visible, ared used as a status symbol within the social class and which require moderate or substantial expence" which is the case of cut flowers.

Besides, we distinguish between two kind of establishments which apply to two different points of view of the supplying sources: on one hand, the classical plant and flower shop, located in a dispersed manner, alone and unlike, which we will call "flower-shop". On the other hand, the most recent way of selling, consisting of stalls in food markets, supermarkets or street markets and we will call "stalls" which we consider to have a closer orientation of the product to the consumer, on being located in places where the consumer comes looking for completely different products. Only establishments with full year activity have been taken into consideration in this group. According to HOFMAN (1.972) flower-shops would apply to the markets need and the stalls to the impulsive market.

There is a third kind of selling way which consists of occasional (temporary) travelling sellers which has not been submitted to a poll due to its casual character. In this kind of selling way are included travelling stalls with County-Council authorisation for particular dates, 1st Nov. (All Saints Day), 14th Feb. (Saint Valentine's Day), as well as on Sunday mornings second-hand market (outdoor-market, free of Council taxes). In spite of its limited market rate, it must be pointed

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