Description
Consumer Preferences for Flowers as Gifts: Age, Segments, Substitutes, and Perceived Risk
This study focuses on consumer preferences with regard to flowers as gifts and offers a series of eight reports using data from both focus groups and questionnaires. The topics covered are: Advertising and Awareness, Perception of Price and Ease of Use, Longevity and Fragrance, Giver’s Perception of Risk, Birthdays, Floral Gift Benefits, Floral Gift Imagery and Asymmetry Between Givers and Receivers, and Actions to Improve Giver and Receiver Preferences.Â
Research conducted by:
- Dr. Chengyan Yue, Assistant Professor of Horticultural Science & Applied Economics, and Bachman Endowed Chair in Horticultural Marketing at the University of Minnesota
- Alicia Rihn, Graduate Research Assistant at the University of Minnesota
- Dr. Bridget Behe, Professor, Department of Horticulture, Michigan State University
- Dr. Charlie Hall, Professor of Horticulture, Ellison Endowed Chair in International Floriculture, Texas A&M University
