TY - JOUR
T1 - Generations X and Y Attitudes toward Fresh Flowers as Gifts
T2 - Implications for the Floral Industry
AU - Rihn, Alicia L.
AU - Yue, Chengyan
AU - Behe, Bridget
AU - Hall, Charles
PY - 2011/5
Y1 - 2011/5
N2 - Demand for fresh-cut flowers and floral products has been decreasing in recent years, particularly among young consumers. The objectives of this study were to explore Generations X and Y's positive and negative attitudes toward lowers as gifts; explore differences in perceptions about price, product, place, and promotions among Generations X and Y to determine the best marketing techniques to reach them; and determine what actions the floral industry can take to improve Generations X and Y's use of flowers as gifts. Participants were recruited in Minneapolis and St. Paul, MN, and Lansing and East Lansing, MI. Participants were asked to complete a questionnaire and participate in a focus group discussion. An ordered probit model was used to analyze the data. Results showed that younger consumers were dissatisfied with several floral product attributes, including short longevity, lack of trendiness, relative high cost, lack of appropriateness, and lack of uniqueness. Results also indicate that younger consumers perceived that their friends do not enjoy floral gifts. Additionally, younger consumers viewed floral advertisements less frequently and considered floral gifts difficult to purchase, resulting in decreased awareness and interest. Overall, most participants felt that in-store sales or discounts, greater flower longevity, more price ranges, and trendier arrangements/flowers would increase their use of fresh flowers as gifts.
AB - Demand for fresh-cut flowers and floral products has been decreasing in recent years, particularly among young consumers. The objectives of this study were to explore Generations X and Y's positive and negative attitudes toward lowers as gifts; explore differences in perceptions about price, product, place, and promotions among Generations X and Y to determine the best marketing techniques to reach them; and determine what actions the floral industry can take to improve Generations X and Y's use of flowers as gifts. Participants were recruited in Minneapolis and St. Paul, MN, and Lansing and East Lansing, MI. Participants were asked to complete a questionnaire and participate in a focus group discussion. An ordered probit model was used to analyze the data. Results showed that younger consumers were dissatisfied with several floral product attributes, including short longevity, lack of trendiness, relative high cost, lack of appropriateness, and lack of uniqueness. Results also indicate that younger consumers perceived that their friends do not enjoy floral gifts. Additionally, younger consumers viewed floral advertisements less frequently and considered floral gifts difficult to purchase, resulting in decreased awareness and interest. Overall, most participants felt that in-store sales or discounts, greater flower longevity, more price ranges, and trendier arrangements/flowers would increase their use of fresh flowers as gifts.
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U2 - 10.21273/hortsci.46.5.736
DO - 10.21273/hortsci.46.5.736
M3 - Article
AN - SCOPUS:79957859645
SN - 0018-5345
VL - 46
SP - 736
EP - 743
JO - HortScience
JF - HortScience
IS - 5
ER -