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Konsumenter om julblommor

en explorativ undersökning av 100 konsumenters preferenser och köp

Borg, Jennie and Tjärnemo, Heléne (2009). Konsumenter om julblommor. Technical Report. Alnarp: (LTJ, LTV) > Department of Work Science, Business Economics, and Environmental Psychology, Sveriges lantbruksuniversitet. Landskap trädgård jordbruk : rapportserie ; 2009:9
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Abstract

This study derives from an overall question regarding the growth and competitiveness of the Swedish ornamental industry, more specific to what extent imports gain market share at the expense of the domestic production. The present study deals with the issue of consumer preferences and purchases of Christmas flowers. We ask to what extent consumers are traditional or not in their choices of Christmas flowers. A convenient sample of 100 respondents was recruited outside a major shopping mall in Lund after Christmas. The respondents were asked to fill out a questionnaire consisting of questions regarding their preferences for and actual purchases of flowers for Christmas, as well as attitudinal questions related to Christmas and flowers. The result shows that Amaryllis is the favourite flower for Christmas, and that the two most important product attributes are that the flowers stay fresh and last for a long time and that they are easy to take care of. The result also shows that Christmas flowers have a given role in the Christmas tradition, and that they contribute to the festive spirit. A majority of the respondents are traditional in their choices of Christmas flowers; however, there is a segment (around 20 per cent) that prefers less traditional flowers for Christmas. In spite of its limitation and aggregated level, it is clear from the official statistics that the imports of pot plants and bedding plants are growing while the Swedish production is rather stable. If the number of consumers who prefer more trendy flowers for Christmas will increase in the future, the Swedish growers might face problems if they do not offer trendy alternatives. To conclude, the result indicates that there is a group of consumers who prefer and buy less traditional flowers for Christmas. However, we did not manage to characterise this group of consumers based on demographic variables. We believe there is a great need for more consumer research within the area, in order to better map out consumer preferences and choices of flowers. Moreover, background variables, such as lifestyle and values, would probably result in a better understanding of consumer preferences and choices than mere demographic variables.

Authors/Creators:Borg, Jennie and Tjärnemo, Heléne
Title:Konsumenter om julblommor
Subtitle:en explorativ undersökning av 100 konsumenters preferenser och köp
Series/Journal:Landskap trädgård jordbruk : rapportserie (1654-5427)
Year of publishing :2009
Number:2009:9
Number of Pages:20
Place of Publication:Alnarp
Publisher:Arbetsvetenskap, ekonomi och miljöpsykologi, Sveriges lantbruksuniversitet
Associated Programs and Other Stakeholders:Z - SLU - Libray > Odla mera
ISBN for printed version:978-91-86197-22-3
ISSN:1654-5427
Language:Swedish
Publication Type:Report
Refereed:No
Full Text Status:Public
Keywords:konsumenter, julblommor, svenskodlat, import, explorativ studie
ID Code:3991
Department:(LTJ, LTV) > Department of Work Science, Business Economics, and Environmental Psychology
Deposited By: Heléne Tjärnemo
Deposited On:08 Sep 2009 00:00
Metadata Last Modified:22 Mar 2015 15:11

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