The inventory made by the ornamental network, on the plants used in ornamental horticulture or likely to be employed in it, points our country as one of the richest genetic resources in ornamental species, with 4220 (^{Vázquez, 2005}). This indicates that the scope for further native species for ornamental horticulture are large and successful could be achieve with the species Sprekelia fomosissima. It grows wild in Chiapas, Chihuahua, Distrito Federal, Durango, Guerrero, Guanajuato, Hidalgo, Jalisco, State of Mexico, Michoacán, Morelos, Oaxaca, Puebla, Querétaro and Veracruz (^{López-Ferrari and Espejo-Serna, 2002}). It is a perennial, bulbous herb which has scarlet flowers to which is attributed the major beauty of the plant; it blooms in April and May with the arrival of the rains.

Its ornamental value lies in taking advantage of the flowering season for planting on ridges, parks and gardens in stages, large groups or patches (^{Leszczyñska-Borys and Borys, 2001}). Even though this species has similar organoleptic characteristics to tulips, lilies, daffodils, lilies and irises, among other bulbous species, it does not have a local and national market just yet. The Aztec lily is grown on a small scale in some countries, but in Mexico it has not been developed for large production due to ignorance of their horticultural benefits.

The overall objective of this study was to identify the profile of consumers of bulbous and native species including Azteca lily and their conditions for sale nurseries (presentation, price, place of sale, preferences and perceptions for purchase). This way we could actually get information for designing strategies for sustainable marketing and differentiated by market segment, which promote the assessment, conservation and commercial cultivation of endemic plants to constitute an own retail outlets in the region, ecological and economically feasible to replace or complement to the imported species.

This research was exploratory and descriptive. It was held in the cities of Atlixco, Puebla and Cuautla, Morelos, for its importance in the production of ornamental as both concentrated between 77.8% and 73.1% respectively of the registered nurseries in the National Statistical Directory of Economic Units (^{DENUE 2012, 2014}). For gathering the information, a 10-item semi -structured questionnaire was made with open and closed questions, the latter made according to the Likert scale (5 options), dichotomous and some multiple choice. In order to calculate the sample size, we used a formula for infinite populations (^{Malhotra, 2008}) with a confidence level of 95%, 50% probability of occurrence, 5.5% margin of error; a total of 357 surveys were administered in the months of flowering of the species in 2013.

The study subjects were end users or potential buyers of ornamental plants. The selected nurseries were those who had the sale of bulbous and their owners agreed to participate. Consumers were randomly selected; recording physical and horticultural characteristics of Aztec Lily through physical signs of different sizes and support a data sheet that included photography of the species, scientific name, flowering period and required care.

Most of the purchase of ornamental plants was performed by women (66.3%) between 21-60 years of age with major activity in the home (32.2%); employees (26.9%), traders (19.6%), professionals (11.5%) students, self-employed or retired (9.8%) were also found. Among the species that prefer to acquire (Table 1) prevails amaryllis (Hippeastrum spp.) and tulips in the same proportion (21.9%), lilies (21.4%), liliums (15.6%), cap lily (Amaryllis spp.) (9.2%), daffodil and other bulbous 8.1% (2%) such as gladiola, agapando and ornamental garlic; Aztec lily was named by just one person (0.2%). The presentation in medium pot size and median (26.7%-42.9%) was important for the consumers, bags and bulbs to purchase amaryllis (Hippeastrum spp.) and daffodils; by number of flowers lilies, tulips and other bulb (gladiola, agapando and ornamental garlic).

The price of Lily Azteca on the market is unknown, not found for sale in nurseries; it is known that in our country are sold in small towns. In the international market figures of marketing were on the internet, regarding the United States, Chile, Argentina, Spain, France, Greece, England, Poland, Czech Republic and Australia, at different prices, on average $2.2 - $15 USD per bulb or $6.2- $ 12.97 USD per flower. In Mexico, we found a website that offers $0.3 USD/bulb and $1.1 USD/flower.

The most important place for buying ornamental plants are nurseries, followed by regular markets (7.7% - 23.1%), supermarkets, street vendors and florists, depending on the species. Lilies (Crinum spp.) are available in supermarkets, tulip (Tulipa spp.) 11.2% and other bulbous (23.1%) such as agapando or gladiola. Street vendors are important selling agents for tulips (7.1%), lilums (5.3%) and lilies (8.6%), as recently observed in urban areas. The lilies (Lilium spp.) have large presence in florists’ stores (10.5%) usually for flower arrangements (Table 2).

One of the main attractions of bulbous plants according to buyers is colour (41.7% - 55.6%). However, depending on the species as lilies (Lilium spp.) 27.5%, daffodils (Narcissus spp.) 22.2%, lilies ( Crinum spp.) 15.6%, and amaryllis (Hippeastrum spp.) 9.5%, they like the smell. The size attracts the attention for other bulbous (25%), amaryllis (Amaryllis spp.) 23.8% lily (Crinum spp.) 18.8%, and Tulip (Tulipa spp.) 10.1% (Table 2). Previous studies (Mayett et al., 2012) confirm that, the physical characteristics as those mentioned are more relevant than the price to purchase ornamental, suggesting avail these attractive and to promote their display in hotels, parks, gardens, shopping centers and other public places to promote knowledge and acquisition of native species.

Once the virtues of Azteca lily were explained to the respondents and its importance as and endemic species, 91.7% were willing to purchase; those who expressed disinterest explained that the flowering time seems way too short, they do not like them, delicate or other reasons.

In conclusion, we can say that the market for native plants is usually regarded as a niche, so the Aztec lily can be positioned and promoted as part of the green industry and landscape restoration. Researches in different countries (^{Chiesura, 2003}; ^{Antrop, 2005}; ^{Brzuszek et al., 2007}; ^{Tzoulas et al., 2007}; ^{Ozguner, 2011}; ^{Saunders, 2012}; ^{Thompson et al., 2012}) show an increase in the use of native plants by consumers and landscape architects, because there more knowledge about their characteristics, dissemination of native plants in books and magazines, recommendations as well as their own experience (^{Brzusek et al., 2007}).

In Mexico, there are production-channels and marketing, retails of ornamental plants and flowers, formal and informal along the chain right until the final consumers, so that the producers themselves, as direct channels and intermediaries as nurseries, supermarkets, supply centers, public markets and flea markets, florists, and gardeners function as independent sales agents for transaction, persuasion and relationship with customers (^{Pérez-Hernández, 2008}; ^{Suárez, 2012}) . Product attributes, presentation as well as distribution channels help for setting the price and the repositioning of native ornamental plants, noting that the requirements for care are lower than those for imported or that come from other regions of the country (^{Tzoulas et al., 2007}; ^{Ozguner, 2011}, ^{Saunders, 2012}). According to ^{Leszczyñska-Borys and Borys (2001)}, the species ensures nectar for honeybees and are visited by hummingbirds, highlighting its sustainable ecological value that could enrich wildlife besides beautifying spaces.