ISHS Acta Horticulturae 747: VIII International Symposium on Protected Cultivation in Mild Winter Climates: Advances in Soil and Soilless Cultivation under Protected Environment
PREDICTING CUT FLOWER CONSUMERS' TASTE AND PREFERENCE FOR CONSUMERS' PREFERENCE BASED SELECTION IN SHIRAZ, I. R. IRAN |
| Authors: | M.M. Jowkar, Z. Farshadfar, A.R. Rahmaniya |
| Keywords: | consumer based selection, Iranian native flowers, preferred color, sale rate, selection criteria, vase solution |
| Abstract:
A face-to-face interview survey research was carried out to determine the taste, preference and quality expectations of green house and field grown cut flower consumers in Shiraz for consumers' preference based selection. According to simple random sampling, 149 cut flower purchasers were selected from six florist shops in Shiraz, Iran. A response rate of 97% was recorded. Results indicated that 2% of respondents have had studies on cut flowers and mean purchase of cut flowers in Shiraz is 6 times more than Iranian mean consumption. 30.4% have tendency towards buying artificial flowers. There is a difference between sale rate and consumers' preference due to price, usage and costumes. Respondents indicated that buying rose is their first option in purchasing cut flowers and also double type cut flowers are gaining popularity within Shirazian public. Longevity stands as their first priority for home use, while price is the most important criterion for gifts and celebrations. Generally the preferred colors for cut flowers were red, pink and white. Narcissus tazetta cv. 'Shahla-e-Shiraz' is the most wanted cut flower in Shiraz both as native and fragrant flower. China and glass are the most preferred vase containers while clay containers were the most used ones. Since this is the first study on the consumers' taste, preference and quality expectations regarding green house and field grown cut flowers in Iran, it provides an important source of managing and marketing information for both green house and field cut flower producers, Agricultural ministry and also florists in order to improve flower market in Iran through making consumer preference based selection. | |
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