ISHS Acta Horticulturae 429: XIII International Symposium on Horticultural Economics
UNDERSTANDING THE FACTORS INFLUENCING CONSUMER CHOICE OF CUT FLOWERS: A MEANS-END APPROACH |
| Author: | Peter P. Oppenheim |
| Keywords: | Consumer choice, Means-end analysis, laddering, floral choice |
| Abstract:
Means-end theory focuses on the cognitive linkages between the attributes of products, the consequences that these attributes provide for consumers and the abstract values that these consequences reinforce. Such an analysis provides an insight into the factors that influence consumer choice and complements the more commonly used market research techniques. A review of the floral consumer behavior literature indicates that insufficient attention has been paid to the issues associated with consumer choice of specific floral productsin the past. Following a discussion of the theory upon which means-end analysis is based, the methodology used to measure means-end relationships is outlined. The technique is illustrated using empirical data from an exploratory study designed to investigate the factors influencing consumer choice of cut flowers. The findings suggest a number ofmarketing implications for the florist industry. | |
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