Consumer preferences for cut flower guarantees

A. Rihn, B. K. Behe, C. Yue, C. R. Hall

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations

Abstract

Due to cut flowers perishable nature, postharvest longevity and quality are very important traits to consumers. One means of communicating quality to consumers is through the use of guarantees. The aim of the present study was to investigate the importance of guarantees for different occasions and retail outlets. A survey was used to investigate consumer preferences. The survey was administered in person in Minnesota and Texas and online throughout the greater United States. Results indicate occasion does impact the importance of guarantees. Guarantees are the most important for appreciation/thank you and get well occasions when compared to day brightener/just because occasions. Additionally, results suggest that guarantees are more important for generalized retail outlets. However, most participants believe the best cut flower guarantees are found at specialty retail outlets such as florists and online sources. The type of retail outlet also impacts consumers' feelings about the ease of redeeming guarantees. Overall, results suggest that occasion and retail outlet both impact consumer preferences for cut flower guarantees.

Original languageEnglish (US)
Title of host publicationI International Symposium on Horticulture Economics, Marketing and Consumer Research
EditorsJ.H. Dennis, B.K. Behe
PublisherInternational Society for Horticultural Science
Pages45-54
Number of pages10
ISBN (Electronic)9789462610842
DOIs
StatePublished - Jul 25 2015

Publication series

NameActa Horticulturae
Volume1090
ISSN (Print)0567-7572

Keywords

  • Consumer behavior
  • Longevity
  • Marketing
  • Occasion
  • Retail outlet

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