Recognition and Characteristics of Purchasing Floral Bouquets of the Consumers at Graduation and Entrance Ceremonies

Abstract

The present study surveyed 242 Korean consumers to identify the characteristics of consumer awareness and purchasing habits of floral bouquet products during graduation and entrance ceremonies. According to the results of the survey, consumers purchased floral bouquets during the graduation and entrance ceremony season mainly in order to celebrate a special day with family and friends as the guiding active reason. Consumers possessed more experience with purchasing floral bouquets for the graduation and entrance ceremonies for elementary, middle, and high school, than for kindergarten or university. Consumers purchased the floral bouquets typically one to two hours preceding the event, at the street vendor. Consumers preferred floral bouquets with the prices between 10,000 and 50,000 KRW, and a medium (21 - 50 cm in diameter) size of floral bouquets. The most important price decision factor for floral bouquets for consumers was the quality of the floral bouquet product, and furthermore, the overall bouquet design was the most important characteristic in terms of product selection. According to the age groups, teenagers preferred vivid and colorful cut flower at higher levels that the age category of 30s and older, while the age group of 30s preferred a larger cut flower than the 20s age category. The reasons why the consumers did not purchase floral bouquets were mainly untrustworthy price and short vase life of the products, thus fostering dissatisfaction in consumers. Consumers seldom purchased the replacement floral products including preserved flowers, dried flowers, and plastic flowers as a substitute for floral bouquets during the graduation and entrance ceremonies, but they tended to purchase the replacement floral products due to their longer lifespan and easier maintenance levels. From the results gathered, a proper public education and promotion on the product price and postharvest of cut flowers would be necessary to enhance the consumers’ recognition enhancement of floral products.