Diagnóstico do mercado varejista de flores de Santa Maria, RS

The present study aimed to diagnose the flowers retail market and ornamental plants in Santa Maria, RS, Brazil, by means of a research in loco, from January to June of 2013, based on questionnaires and interviews applied to the managers of the establishment, as well as of an application of a visual and phytosanitary scale to other establishments that sell flowers and ornamental plants, such as agricultural shops, fairs of horticultural products, supermarkets and providers of funeral services - cemeteries and funeral homes. The diagnosis aims to know the steps of the dynamics observed from the market of flowers until the final consumer, and to segment the types of floricultures, distinguishing them according to the commercial focus — floricultures of arrangements and bouquets, and producing flowers and landscape floricultures. Based on the diagnosis it can be concluded that the Santa Maria retail flowers and ornamental plants follows the national trend of floral arrangements and bouquets shops, with the increase of the companies focused on landscaping and gardening. Among the most marketed plants are the rose as the best-selling cut flower, the begonia as potted flower, the fern for foliage arrangements, the cactus as potted plant, the raffia as garden plant and the pansy as the best-selling plant in boxes.