Predicting Cut Flower Consumers' Taste and Preference for Consumers' Preference Based Selection in Shiraz, I. R. Iran

Jowkar, M.M.; Farshadfar, Z.; Rahmaniya, A.R.

doi:10.17660/actahortic.2007.747.6

Cited by 6 publications

(5 citation statements)

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“…Consumers' ability to accurately estimate cut flower vase life varies. Jowkar et al (2007) found consumers could not accurately estimate how long cut flowers last; however, conflicting conclusions were drawn by Smith (1968) who found consumers are fairly accurate in predicting vase life. Yue et al (2009) suggested that familiarity with cut flowers increases estimation accuracy for the longevity of cut flowers.…”

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Consumer Preferences for Longevity Information and Guarantees on Cut Flower Arrangements

Rihn

Yue

Hall

et al. 2014

horts

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Choice experiments were conducted to explore the market potential or value added when using longevity information and guarantees on cut flower arrangements in the retail setting. The objective of our study was to determine consumer preferences and willingness to pay for different vase life longevities and guarantees on cut flower arrangements. The choice experiment data were collected using online surveys with 525 U.S. consumers in July 2011. The choice experiment scenarios included single species or mixed species cut flower arrangements with varying vase life longevity (5 to 7 days, 8 to 10 days, 11 to 14 days), presence or absence of vase life longevity guarantee, personal or gift use, and price range ($7.99 to $11.99, $34.99 to $43.99). Two types of arrangements were used in the experiment, mixed arrangements consisting of different species of cut flowers and single-species arrangements consisting of six red roses plus a filler flower. We analyzed the data with a mixed logit model and Ward’s linkage cluster analysis. As expected, participants were willing to pay higher prices for cut flower arrangements with longer vase life longevity. The presence of a guarantee improved participants’ probability of selecting the corresponding cut flower arrangement. Using Ward’s linkage cluster analysis, we found there were three distinct consumer clusters: guarantee seekers (49% of the sample), value-conscious consumers (31%), and spenders (20%). Among the three clusters, guarantee seekers were more likely to select cut flower arrangements with guarantees. Value-conscious consumers were interested in both guarantees and longevity indicators. Spenders were least interested in longevity indicators and guarantees. We conclude floral retailers could successfully implement the use of longevity indicators and guarantees to increase consumer interest in cut flowers and generate profits. Target marketing strategies could then be developed by floral retailers to attract different consumer clusters.

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“…Unlike flower color or form, flower longevity is not readily apparent to consumers when considering a floral purchase. As a result, consumers try to estimate flower longevities while shopping (Jowkar et al, 2007;Smith, 1968). Consumers use their longevity estimates as their internal reference points to determine their post-purchase satisfaction.…”

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confidence: 99%

Consumer Preferences for Longevity Information and Guarantees on Cut Flower Arrangements

Rihn

Yue

Hall

et al. 2014

horts

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“…According to the results of previous studies, consumers buy flowers to decorate their home/office, to celebrate a special event or moment, or simply for personal enjoyment (Kim et al, 1999). There are several factors that inhibit consumers from purchasing flowers, such as the low quality of products and the short vase life (Jowkar et al, 2007). Such inhibiting factors reflect the consumers' unwanted values for the floral products.…”

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Floral Consumption Values for Consumer Groups with Different Purchase Choices for Flowers

Huang

Yeh

2009

hortte

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Consumption values are theoretically believed to be the antecedents of the outcomes of consumer purchase choice. In the floral market, even though the context of floral consumption values has been explored, the relationship between floral consumption values and consumer's purchase choice regarding floral products remains unknown. This study, however, seeks to address this deficiency by attempting to evaluate the differences in floral consumption values across consumer groups that have different purchase choices for floral products. After collecting data from a consumer survey, which yielded 615 valid questionnaires, the statistical results indicated that consumers who revealed different purchase choices in regard to flowers had different floral consumption values. In descending order, showing care to others, emotion conditioning, and sensory hedonics were the floral consumption values most strongly recognized by the majority of the consumers. However, heavy users of flowers revealed different characteristics in that they more strongly recognized the psychological value of emotion conditioning rather than the social value of showing care to others. The main difference across consumer groups that had purchased flowers with different frequencies or that preferred to buy different types of flowers had to do with the epistemic value (i.e., curiosity fulfillment). The results of this study imply that consumers who have different choice behavior toward flowers possess different evaluative judgments in regard to floral products. Such differences not only lead consumers to have different purchase choices in regard to flowers, but are also very likely to influence the consumer's behavior in regard to information search and variety seeking in the floral market, which in turn, impacts the effectiveness of commercial communication in the floral market.

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“…Baourakis et al 26 conducted a study of Athens studied the flower market in Athens and concluded that age, income, and knowledge of flowers positively influence flower purchasing behavior. Poor flower quality and short flowering periods discourage consumers from purchasing flowers 27 . Most scholarly studies have shown that consumer demand for flowers increases significantly on holidays and anniversaries 28 , 29 , especially on Mother's Day and Valentine's Day.…”

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confidence: 99%

The effect of customer satisfaction on floral product purchase behavior, evidence from Shanghai, China

Wang

Chen

Wang

et al. 2023

Sci Rep

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China's flower industry is developing rapidly, and the size of the retail market is increasing year by year. Studying the factors influencing residents' flower purchasing behavior and understanding their flower needs can help promote the sustainable development of the flower industry. Based on customer satisfaction theory, this paper uses 838 consumer research questionnaires from 15 districts in Shanghai to analyze the influence of customer satisfaction on residents' flower purchasing behavior by conducting a binary logit model and to investigate the moderating effect of flower purchasing purpose on the influence of satisfaction. The results show that price satisfaction and satisfaction with promotional methods have a significant negative effect on flower purchasing behavior, service satisfaction has a significant positive effect on purchasing behavior, and different customer purchase purposes lead to different intensities of the effect of satisfaction on purchasing behavior. According to the conclusion of the study, three countermeasures are proposed: to popularize the knowledge of flower culture, guide the concept of flower consumption, and promote the transformation of flower consumption to daily consumption; to conduct regular research on consumers by flower merchants to clarify consumers' needs and improve their satisfaction; to clarify consumers' purchase intention, increase the investment in the research and development and cultivation of flower products, and improve the supply level of flowers.

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Predicting Cut Flower Consumers' Taste and Preference for Consumers' Preference Based Selection in Shiraz, I. R. Iran

Cited by 6 publications

References 0 publications

Consumer Preferences for Longevity Information and Guarantees on Cut Flower Arrangements

Consumer Preferences for Longevity Information and Guarantees on Cut Flower Arrangements

Floral Consumption Values for Consumer Groups with Different Purchase Choices for Flowers

The effect of customer satisfaction on floral product purchase behavior, evidence from Shanghai, China

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