Consumers Preference of Miniature Phalaenopsis Pot Plants
Date Issued
2008
Date
2008
Author(s)
Wu, Chia-Yu
Abstract
The phalaenopsis industry in Taiwan is a star business in the flower industry. Due to insufficient information on production and sale, there are problems of production disproportions in flower assortments, market demands. The purpose of this study is to investigate the relationship between consumer preferences and the characteristics of phalaenopsis plants to offer suggestions for sale. Five characteristics are selected in this study, including flower assortment, number of flower stems, plant decorations, flower containers, and price. Choice experiment was adopted to survey consumers’ preferences for characteristics of phalaenopsis pot plants, and design alternative plans. A questionnaire survey was administered in six flower markets in northern, central, and southern Taiwan, with 602 valid questionnaires returned.he research findings are as follows. 1. The most preferred flower assortment of consumers is yellow flowers with red centers, followed by white flowers, white flowers with red centers, purple and red flowers. Consumers mostly prefer plants with three stems, followed by two stems, and one stem. The most preferred plant decorations are green miniature and artificial objects, followed by green miniature, no artificial objects, and no preference of artificial objects. The most favorite flower container is black round-shape porcelain, followed by white square porcelain, and black square plastic. Merchandises of higher prices are less preferred by consumers. 2. Among sixteen options, alternative plan 10 is the most profitable with its characteristics: yellow flower with red centers, three flower stems, and green miniature with artificial objects in a black square plastic and the estimated profit is NT$ 564.9.t is recommended that phalaenopsis production shall focus on yellow flowers, with red centers, and white flowers. It should be noted that phalaenopsis sold in the florists and market should mainly be potted plants with abundant combinations and in great varieties.
Subjects
stated preference
discrete choice models
marginal willingness to pay
Type
thesis
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