ISHS Acta Horticulturae 541: IV International Symposium on New Floricultural Crops
MARKETING RESEARCH - THE CASE OF FLORAL PRODUCTS |
| Authors: | G. Baourakis, D. Gerasopoulos, N. Kalofolias, N. Kalogeras, A. Zoumis |
| Keywords: | Greece, Flowers, Consumer Survey, Marketing, Market Research, Consumer Behaviour, Demand, Demand Functions |
| Abstract:
This study describes the floral markets in the EU and Greece, as well as the buying behavior of floral consumers. A qualitative and quantitative survey was conducted in the municipality of Athens. Volume segmentation of floral consumers was attempted. Heavy and light purchases differ significantly in many characteristics, such as that heavy purchasers own more books about gardening are older and rate their knowledge of gardening higher than light purchasers do. Evidence is provided that different intended use of purchased floral products causes different buying behavior. An increased number of floral purchases does not depend on increased income but on the intended use of the purchase. Demand for roses is also estimated in a constant elasticity form using Ordinary Least Squares (OLS) method. It was found to be price inelastic and income elastic. Floral consumers are not influenced so much by price of roses as they are influenced by their income. | |
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