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Consumer purchase intention towards floral products: a study based on the five consumption values

Resource type
Authors/contributors
Title
Consumer purchase intention towards floral products: a study based on the five consumption values
Abstract
This dissertation focused on the consumers’ consumption behavior in Macau flower retailers. It revealed what factors affect consumers’ choice of flower shops during purchase. Also, what contributes to the customers’ loyalty towards a flower retailer by having interviews with the female target groups aged between 20 to 50 who work in the office. This study is important to the flower business owner because the result can allow them to understand the thoughts and feelings of their consumer. By interviewing 11 heavy users of floral products with 16 questions based on the five consumption values, we can communicate with the consumers directly and learn the reasons behind their purchasing behavior. Questions have been divided into 5 consumption values according to the previous research by (Sheth, Newman, & Gros, 1991), including functional, conditional, social, emotional, and epistemic values. The research has collected data on how and at what level these values may affect consumer consumption choices individually. The finding part analyzed the reason why those values affect consumers’ choices. Most of the interviewees stated that service is the most important compared to quality because the owner should be enthusiastic to provide product information and understand the consumer very well to impress and retain them with good personal service
University
University of Saint Joseph
Place
Macau
Date
2023
# of Pages
85
Language
eng
Short Title
Consumer purchase intention towards floral products
Library Catalog
Library Catalog (Koha)
Call Number
M-BA 2023 LEI,SI
Notes
In Partial Fulfillment of the Requirements for the Degree of Master in Business Administration in the Faculty of Business & Law, University of Saint Joseph, July 2023Supervisor : Jenny Oliveros Lao Phillips
Citation
Lei, S. N. (2023). Consumer purchase intention towards floral products: a study based on the five consumption values [University of Saint Joseph]. https://library-opac.usj.edu.mo/cgi-bin/koha/opac-detail.pl?biblionumber=216202