Analysis of consumer purchases of floral products in supermarkets

• Published in: HortScience Vol. 27; no. 5; pp. 455 - 459
• Main Authors: Behe, Bridget K, Prince, Timothy A, Tayama, Harry K
• Format: Journal Article
• Language: English
• Published: Alexandria, VA American Society for Horticultural Science 01.05.1992
• Subjects: Agronomy. Soil science and plant productions; Biological and medical sciences; comportamiento del consumidor; comportement du consommateur; consumer behaviour; consumer surveys; cut flowers; encuestas al consumidor; enquete aupres des consommateurs; etude de marche; fleur coupee; flor cortada; fragmentacion del mercado; Fundamental and applied biological sciences. Psychology; Generalities. Biometrics, experimentation. Remote sensing; Generalities. Information. Documentation. Research; investigacion de mercados; market segmentation; ohio; segmentation du marche; supermarche; supermarkets; supermercados; Ohio; United States; North America; America; Economic market; Consumer behavior; Flower; Supermarket; Purchases; Consumer good; Decision analysis; Multivariate analysis; Marketing
• ISSN: 0018-5345; 2327-9834
• DOI: 10.21273/HORTSCI.27.5.455

Survey analysis of 510 floral product consumers in Ohio supermarkets identified 34 factors that affect floral purchasing. Responses to 106 survey questions were factor-analyzed using a principal component analysis with varimax rotate that yielded 34 independent factors, accounting for 64% of the total variance. Factors were grouped into five major categories: product, consumer, store, use (gift), and use (location) factors. The analysis condensed the domain of consumer floral purchasing issues into fewer factors that represent the most important influences on floral buying decisions. The factors are useful in market segmentation and were used to define five market segments of supermarket-floral customers.