The objective of this study was to gain a better understanding of consumer knowledge in the area of cut flowers, motivations for buying or not buying flowers, purchasing behavior and consumer perceptions towards cut flowers.
When it comes to flowers, what is the first thing that comes to the consumer’s mind? To begin with, American consumers primarily associate flowers with giving and receiving flowers on gift occasions, such as Valentine's Day, birthdays, graduation day, births, getting married, etc. At first glance, people make rational decisions about cut flowers. Emotional associations are mentioned less frequently in the study. When mentioned, they mainly concerned love, luck and rewards. However, all the American women who took part in the study did enjoy receiving flowers.
American women that buy few or no flowers do not consider flowers a good value for their money. According to the respondents, a flower’s vase life is too short compared to what they must pay for flowers. They therefore seldom buy cut flowers for personal use. Some simply cannot afford the 'luxury' of buying flowers. They consider house plants as better alternatives, since they last longer. Consumers that do not buy cut flowers sometimes purchase artificial flowers. Two other major reasons not to buy flowers given in the study were allergies for flowers and house pets that tip over the flower vases. Finally, working women indicated that, because of their long working days, they are not home enough to enjoy cut flowers.
People usually buy flowers for special or formal occasions from florists. They expect the florist to have the highest quality because of their high prices. In addition, florists are perceived to have a larger assortment and flowers with a longer vase life. According to the respondents, supermarkets offer reasonable quality with a slightly shorter vase life. Flower consumers have the lowest expectations of flowers they purchase at local delicatessens or from street venders. From the latter, they only buy flowers on impulse or as a token of thanks for someone.
