How Consistent Are Consumers in Their Decisions? Investigation of Houseplant Purchasing.

Melinda J Knuth,Charles R Hall,Hayk Khachatryan

doi:10.3390/bs11050073

Melinda J Knuth, Charles R Hall + Show 1 more

Open Access

https://doi.org/10.3390/bs11050073

Copy DOI

Abstract

This paper examines the impact of intrinsic consumer attributes on decision consistency in houseplant purchasing intentions. Subjects reported their likelihood to buy (LTB) for themselves and as a gift at perceived bargain and getting expensive price levels. The sample was analyzed according to those who switched their LTB ratings to relatively lower values versus subjects who did not by using their demographic characteristics and responses to plant buying behavior questions. Secondly, subjects who had high initial purchase intents were analyzed versus those who had low initial purchase intents. The results indicate that inconsistent purchase decisions are more likely to occur at the perceived getting expensive price level than the perceived bargain price points. Additionally, there are very few demographic differences among the plant buyers who are consistent with their purchase intent versus inconsistent, indicating that external environmental cues may have more of an influence on purchase consistency than intrinsic cues. This information can be utilized by greenhouse and retail firms to understand when a consumer is less likely to change their plant purchase decision with a high initial intent. These price points can help firms optimize their current price offerings within the market and create dialogues with partnering box stores.

Highlights

If the subject failed the attention check, they were 5.8% more likely to make a switch in their purchasing decision at the gift purchase, bargain price level
The objective of this study was to evaluate the impact of intrinsic consumer attributes on decision consistency in plant purchasing intentions
It quantified the extent to which houseplant purchasers who may have started with a high intent to purchase later lost certainty in their likelihood to buy, leading to inconsistent decision behaviors

Summary

Introduction

A purchasing intention initiates the decision-making process a consumer will go through before buying a product. Previous research regarding plant purchases showed that factors influencing purchase intention include having a guarantee of the viability of the plant, price discounts, and clear, strategic signage [1,2,3]. These are all examples of external influences on a purchase decision. What internal influences affect consumer decisions to purchase a plant? Does the intended recipient influence the purchasing decision? What internal influences affect consumer decisions to purchase a plant? Does the intended recipient influence the purchasing decision?

Objectives

Methods

Results

Discussion

Conclusion