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Abstract
Excerpts from the report: Research on the factors influencing demand for flowers was undertaken by the Economic Research Service of the U. S. Department of Agriculture to evaluate and improve the techniques used in merchandising and promoting agricultural products. This research was initiated through a cooperative agreement between the Department and the Florists' Transworld Delivery Association (FTD) which provided financial support for the study. An expanded demand for floral products in the United States can utilize available physical and human resources that will contribute to agriculture as well as to the general economy. This report seeks to develop a better understanding of factors influencing this demand and to provide a means for measuring the effectiveness of flower promotion. Primary attention is given to flowers-by-wire sales, or that portion of orders placed with one florist for delivery by another florist.