FLORAL GIFT PERCEIVED PRACTICALITY: FRAGRANCE AND LONGEVITY BY GENERATION X AND Y CONSUMERS

A. Rihn , C. Yue, B.K. Behe, C.R. Hall
Determining consumers’ perceptions and preferences of the practicality of floral gifts, fragrance and longevity is important to floriculture industry stakeholders because these attributes can increase floral gift value. Recent research shows that floriculture sales are decreasing. Increasing the demand for floral gifts among Generations X and Y is one way to counter this trend. The objective of this study was to explore ways to help the floriculture industry improve sales through increased industry awareness of consumers’ expectations of floral gifts. A questionnaire and focus group discussion were used to investigate consumers’ expectations. We found that Generation XY participants felt floral gifts were the least practical. However, as participants aged, there was a shift towards floral gifts being considered both emotional and practical. Furthermore, Generation Y participants want more fragrant flowers, whereas older participants prefer greater longevity over fragrance.
Rihn , A., Yue, C., Behe, B.K. and Hall, C.R. (2012). FLORAL GIFT PERCEIVED PRACTICALITY: FRAGRANCE AND LONGEVITY BY GENERATION X AND Y CONSUMERS. Acta Hortic. 930, 161-168
DOI: 10.17660/ActaHortic.2012.930.21
https://doi.org/10.17660/ActaHortic.2012.930.21
consumer attitudes, consumer behaviour, cut flower, marketing, product positioning
English

Acta Horticulturae