Date of Graduation

Fall 2018

Degree

Master of Natural and Applied Science in Agriculture

Department

College of Agriculture

Committee Chair

Arbindra Rimal

Keywords

floral industry, consumer experience, retail atmosphere, customer service, flowers

Subject Categories

Agricultural and Resource Economics

Abstract

The main objectives of this research is to identify the retailer controlled variable that are significant to increase floral purchases. Surveys were sent to MSU alumni and dispersed through social media. Respondents answered questions regarding floral purchasing patterns, floral product selection and quality, consumer attitude and socio-demographics. Responses were separated and compared by generation. Results show that Baby Boomers and older are more likely to purchase flowers more often, floral purchases are seasonal and flower type and a stylish shop are important to consumers.

Copyright

© Wenonah Marie Marlin

Open Access

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