The New Zealand consumer market for cut flowers in the 90’s

Abstract

This report presents information about cut flower purchase behaviour and was obtained from a survey of Christchurch households. Whilst primarily being a segmentation study, a comparison is also made with a Dutch consumer research programme. The focus for this segmentation study was lifestyle segments with differing purchase patterns being observable across the different groups. These purchase patterns include frequency of purchase, retail outlet, price sensitivity as well as reason for purchase. In analysing reason for purchase, attention has been paid to the importance of ""situation"" or ""occasion"" as a purchase determinant. Other information presented in this report included popularity of flower variety and colour preferences. The study concludes with possible suggestions for alternative marketing strategies targeted at the different market segments.