Floral Product Behaviors and Their Influence on Consumer Floral Purchase Frequency
Journal
HortTechnology
Journal Volume
15
Journal Issue
4
Start Page
766
End Page
771
ISSN
1063-0198
1943-7714
Date Issued
2005-01-01
Author(s)
Abstract
SUMMARY . Product behavior represents how consumers perceive and use a product. Its importance in predicting consumer buying behavior is well documented in marketing research. There are, however, no data available investigating the role of product behavior in the floral market. This study addressed this deficiency. Data were first analyzed using factor analysis to extract the principal determinants of product behavior in the floral market. As a result, six primary behavioral factors were identified and named as: “using flowers as daily essentials,” “perceived product value,”“negative attitude toward flowers,”“using flowers as gifts,”“event-based usage,” and “experience in receiving flowers.” The effects of these extracted behavioral factors on consumer flower purchase frequency were then further investigated with multinomial logistic regression analysis. Analytical results revealed that behaviors “using flowers as daily essentials” and “using flowers as gifts” forced consumers to become heavy users in the floral market. Conversely, “negative attitude toward flowers”
negatively affected the floral purchase frequency. Experimental results in this study also suggest that promoting a positive attitude toward flowers is essential in encouraging consumers to become flower users. The intended use of flower product purchase, whether for personal use or as gifts, was the main factor affecting the frequent purchasing of flowers.
Subjects
flower
floral market
factor analysis
multinomial logistic regression
Publisher
American Society for Horticultural Science
Type
journal article