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Floral Product Marketing in Greater Los Angeles

Author

Listed:
  • Blyn, Martin R.
  • Kindya, William G.
  • Mills, R. Bryant
  • Yavas, Burhan F.

Abstract

Excerpts from the report: The floral products industry in the greater Los Angeles area was surveyed to determine the nature and direction of changes in floral product marketing in Southern California. Researchers focused on the impact changes might have on the retail and wholesale segments of the industry. They also considered the relocation of the wholesale floral markets on Wall Street, in downtown Los Angeles, to another, more suitable site. These two objectives are related since structural changes within the industry affect decisions regarding relocation. Information presented is based on extensive interviews with floral product producers, wholesalers, retailers, and importers. More than 100 individuals were interviewed. Information gathered from the interviews was used in preparing this report. Additional information was gathered from four surveys, two targeting retail florists in the Los Angeles five-county area, one directed at wholesalers located in the Wall Street markets in downtown Los Angeles, and one targeted to all growers of floral products in California and selected growers in neighboring States.

Suggested Citation

  • Blyn, Martin R. & Kindya, William G. & Mills, R. Bryant & Yavas, Burhan F., 1997. "Floral Product Marketing in Greater Los Angeles," Analysis 329436, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    • Handle: RePEc:ags:uamstr:329436
    DOI: 10.22004/ag.econ.329436
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