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Consumer Behaviour in the Greek Floral Market: Comparative insights for the Food Industry.

Tzavaras, Marinos, Tzimitra-Kalogianni, Irini, Bourlakis, Michael A. (2010) Consumer Behaviour in the Greek Floral Market: Comparative insights for the Food Industry. British Food Journal, 112 (4). pp. 403-415. ISSN 0007-070X. (doi:10.1108/00070701011034411) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:25576)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1108/00070701011034411

Abstract

Purpose – The purpose of this paper is to analyse consumer behavior during the purchase of floral

considerations concerning the selection of both cut flowers and pot plants.

questionnaire survey with personal interviews. Respondents’ reasons for purchasing floral products

more manageable set of variables relating to purchasing. The socio-economic factors of these reasons

Findings – People purchase cut flowers and pot plants as part of quality of life, as a convenient gift to

gender and education level of the respondents with a proportion of females and educated people being

Practical implications – The findings can improve the marketing mix strategy for floral products.

this study are unique and can assist researchers and marketers with an understanding of significant

similarities being present between the purchasing of both floral and food products.

illustrates the subsequent socio-economic characteristics.

Item Type: Article
DOI/Identification number: 10.1108/00070701011034411
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: J. Ziya
Date Deposited: 27 Sep 2010 08:42 UTC
Last Modified: 28 May 2019 15:45 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/25576 (The current URI for this page, for reference purposes)
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