Discriminating Factors Influencing Consumer’s Floral Buying Decisions

Abstract

This study provides insights for flower retailers, marketing managers, and horticultural practitioners about the prioritization of cut flower features by floral buyers. Discriminant analyses were applied to identify the relative variables of consumption values like; sensory hedonics, emotional-conditioning, curiosity fulfillment, monetary worth" and showing care to others. The discriminant analysis showed that the curiosity fulfillment which is consumers need to seek novelty and variety was found to be the strongest predictor along with sensory hedonics that includes essential flower characteristics, in particular scent, freshness, and appearance while emotional conditioning and showing care to others was next in importance as a predictor and monetary worth was the worst predictor.