Behavioral Differences in Prepurchase Processes between Purchasers of Flowers for Self Use and for Gift Use
Journal
HortTechnology
Journal Volume
17
Journal Issue
2
Start Page
183
End Page
190
ISSN
1063-0198
1943-7714
Date Issued
2007-04-01
Author(s)
Abstract
Buying flowers for personal use and for gifts comprises a significant share of the retail flower market. However, data regarding flower purchasing behavior for self use and for gift use are very limited. This study applies a consumer decision process approach to identify behavioral differences in prepurchase behavior of flower purchasing between consumers who mainly purchase flowers for personal use and those who purchase them as gifts. Four hundred ninety-two valid surveys were obtained via purposive sampling, with data collected via a self-administered questionnaire. The statistical results of a stepwise discriminant analysis and t test substantiate that when making flower purchases, self users and gift users exhibit different behavioral patterns in prepurchase behavior with regard to information search, prepurchase evaluation of alternatives, retail channel choice, and store choice. It is clear that self users and gift users are two distinct market segments, and the implication is that for greater marketing efficiency, marketing strategies need to be realigned accordingly.
Subjects
t test
discriminant analysis
consumer behavior
floral market
Publisher
American Society for Horticultural Science
Type
journal article