ISHS Acta Horticulturae 135: VII Symposium on Horticultural Economics, XXI IHC
CONSUMER ATTITUDES TOWARDS FLORICULTURAL PRODUCTS IN THE FEDERAL REPUBLIC |
| Author: | H.D. Ostendorf |
| Abstract:
The special lack of reality in the microeconomic demand theory as well as the low efficiency of ecoscopical and econometric analyses have stimulated efforts towards new behavioral approaches. By this consumer inquiries - realized ad hoc and as panel and arranged on a sample base - have become a very important tool of market research. Their main advantage lies in the delivery of actual informations which can be used directly for a single-minded marketing policy towards specified consumer groups. Inquiries in the demand sphere can only be an useful instrument, when there is some knowledge of the determination and intervention factors which are relevant for the consumers' decisions. This should be borne in mind, when in this study an attempt is made to introduce an integrated explanation model of the consumers' attitude and behavior. Such a proceeding is commended in order to produce first a theoretical background. Another part of this article is dedicated to the contribution and discussion of panel results concerning the German market for ornamentals. It is pointed out that the monetary demand for floricultural products in the Federal Republic is already stagnating. | |
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