Comercialização de flores e plantas ornamentais no segmento varejista no município de são luís/ma

Abstract

The Brazilian flower market took a hit at the beginning of the COVID-19 pandemic with the interruption of free trade. After the first year, there was a change in the market with new opportunities, new trends, such as urban jungles, and a change in the profile of consumers who spent more time at home in home offices. Merchants had to adapt and change their marketing strategies and how they provided their products. In order to understand this change in the market for the chain of flowers and ornamental plants, evaluating the structure of the retail segment in the city of São Luis (MA) is essential, therefore, a survey of information was carried out through questionnaires in the first semester of 2022. Exploratory research was used with questions focused on the business structure, social issues about the florist's profile and level of knowledge in the area and in the regional market. We visited 10 establishments that not only sold cut flowers but also potted flowers and plant seedlings. The results showed that most companies in São Luis are family-owned and also have several employees outside the family. Most of these florists have professional training in the area and started to work in their enterprise due to their affinity with the sector, they have at least 14 years of training and are always attentive to changes and news in the market, carrying out courses and attentive to the company's marketing using social networks as the main way to promote their products. It was observed that it is customary to carry out promotions at least once a month to attract customers and, in all stores, it was found that Mother's Day is the period of greatest sale of flowers and plants throughout the year, followed by Valentine's Day, occurring price increase in almost all establishments in this period. São Paulo continues to lead the ranking of the main supplier of plants, followed by Ceará and Minas Gerais. It is observed that florists and retailers in São Luís are attentive to market changes and with young enterprises, aiming for an improvement in the productive sector of flowers and ornamental plants in the state of Maranhão to minimize dependence on other states