Between flowers and loves: the profile and behavior of the consumer with the purpose of seduction

Abstract Since the fifth century B.C., flowers have been associated with seduction, however, no studies were found that could reveal how flowers are bought with this intention. In order to investigate the profile and behavior of consumers of flowers with the purpose of seduction, a descriptive exploratory study was carried out with 108 consumers at the time they purchased flowers with the intention of seduction. The study revealed that among people who bought flowers for this purpose, the frequency was on average of 1.7 times a year, with 64.7% of these consumers defining themselves as male people. No statistical variation was observed between heterosexual, bisexual and homosexual groups. Single and married people had higher purchase rates, with roses being the preferred flowers. Tropical flowers may represent a trend to be explored in market segmentation. The purchase of flowers for seduction was mostly associated with affective relationships such as boyfriends/girlfriends or spouses and the use of flowers in the search for new relationships or even fortuitous cases was also evidenced. Most respondents who reported that have received flowers described that it was a positive influence and contributed to feeling seduced. Finally, it is possible to consider market segmentation, however, it is urgent that the sector be organized in order to elaborate a diagnosis of potential consumption, elaborate consumer acceptance tests, define groups to be segmented, establish targeted marketing campaigns and create evaluation programs for consumer loyalty.