Análise de segmentos da cadeia produtiva de flores e plantas ornamentais

Abstract

Due to the impact of the ornamental plants and flowers sector on the Brazilian agribusiness, studies on the situation of its various branches may help to understand and create new policies and actions that support and encourage its development. The objective was to analyze the situation of some branches of the ornamental flowers and plants productive chain. To such, three questionnaires were elaborate and directed to the producer, retailer and consumers’ profiles of ornamental flowers and plants. Through the social media, technological fairs on the field and direct approaches, the questionnaires were applied and the results were subsequently analyzed through an analysis of the qualitative variables using the Chi-square test. The producers’ profile was identified as being mostly a family-run business. Spring has become a new date related to peak production, according to the producers. The number of flower shops and Garden Centers increased and started to offer a wider variety of products and services. The commercialization is still mostly made in physical stores, despite the technology associated with the online products sale. Furthermore, the consumer’s profile is focused on women who live in big cities, consuming on average R$ 100,00 to R$ 200,00 over a year.