Marketing research: the case of floral products
1996
Kalofolias, N.
This study describes the floral markets in the EU and Greece, as well as the buying behaviour of floral consumers. A qualitative and quantitative survey was conducted in the municipality of Athens. Volume segmentation of floral consumers was attempted. Heavy and light purchasers differ significantly in many characteristics, such as that heavy purchasers own more books about gardening are older and rate their knowledge of gardening higher than light purchasers do. Evidence is provided that different intended use of purchased floral products causes different buying behaviour. An increased number of floral purchases does not depend on increased income but on the intended use of the purchase. Demand for roses is also estimated in a constant elasticity form using OLS method. It was found to be price of roses as they are influenced by their income.
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