Resumen

ARANDA, Yesid; BELLO, Jaime  y  MONTOYA, Iván. A case study of the heliconias market at intermediate consumer level in Arauca (Colombia), Acarigua and Caracas (Venezuela). Agron. colomb. [online]. 2007, vol.25, n.1, pp.189-196. ISSN 0120-9965.

The present research explored acceptance of tropical flowers in certain intermediate consumer markets in terms of targeting economically viable market segments and suggesting a productive initiative for tropical species (heliconias) in the department of Arauca. By surveying florists in Arauca (Colombia), Aricagua (Venezuela) and Caracas (Venezuela), it was possible to deduce a high viability of the initiative. The development of tropical floriculture in the department of Arauca is pertinent to explore the climatic benefits and geographic location that makes it possible to attend the markets of Venezuela.

Palabras clave : marketing; market research; tropical flowers.

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