Psychological Research on the Attitude of Florist Customers towards Flowers.

Abstract

A survey by questionnaire technique was conducted among the flower customers to obtain basic information for the projection of the future market demand for flowers.The major questions include in the questionnaire were: the image or concept the customers have of flowers, the factors they take into consideration when determining what flowers to buy, and the kinds of flowers customers prefer to buy.The study showed that flowers are indispensable items of their daily life. Flowers influence strongly the human feelings more than any words or other gifts. Customers did not complain about the steep price of high quality flowers but preferred cheaper flowers of the average grade. Also, customers preferred wild-type flowers to the improved or showy ones. What they wanted from flowers were not gorgeousness or luxuriousness, but rather the beauty of the color, a sense of season and the tender feelings of nature.The younger generation showed a tendency to choose flowers by impulse, i. e., by the first impression without considering their lasting quality. The older generation, however, showed the opposite tendency, i. e., considered value for money.The research also confirmed that customers preferred small and pastel-colored flowers which conjure a sense of season and the tender feelings of nature.