Ask those who work in the floral industry , “ why do the great unwashed buy flush ? ” and you will get numerous answer pitch with bully confidence . Some of these answers may even be correct . However , we ca n’t be certain which ones are the veridical reason consumers grease one’s palms bloom . flex out , asking consumer such a verbatim question will not let out the most exact resolution .
by Michael LoBue
All consumer have unconscious reason for just about anything they purchase , especially something as discretional as flowers .
To answer the above inquiry – “ why do people buy flowers ? ” – CalFlowers commission a study by a consumer merchandising inquiry firm in 2018 . The house , Traction , is an award - advance consumer enquiry and creative merchandising firm . One of Traction ’s characterize characteristics for this research was that they had no prior experience with the floral industry , or with any horticulture segment for that matter . It was important to CalFlowers that we had “ reinvigorated eyes ” looking into this important question . Among other considerations , it mean that their investigator would have to rely on stringent view techniques .
Goals and methodologyThe Traction team limit the following goals for their research :
Traction then conducted their research via on-line and telephone audience with 1,208 dynamic and go by prime buyers .
ResultsUsing images to describe common functional and emotional perceptions of impertinent - cut flowers , the squad was able to reveal clustering of unconscious factors in consumers across three categories :
The results are segmented by age , sex and frequent vs. non - frequent buyer . While there are some cardinal dispute among these three factors , there ’s more that connect consumers about their respective desire to buy flowers than separates them .
We are well-chosen to bring home the bacon any readers with the full results of the squad ’s research .
To me the most interesting and tell results were from the “ response latency ” criterion that reveals both consumer ’ connection to blossom and how strong that connective is relative to other motivation ( for instance , exciting , amorous , appeasement , etc . ) . This measure also reveals whether the joining to heyday is conscious or subconscious . The more subconscious the connection , the potent the connection and the more that connector is a undecomposed root for a marketing campaign . graphical record # 1 below unwrap that overall , flowers are implicitly viewed as being romanticist and exciting .
In the graphs below , cistron in the upper right quarter-circle measure both the relative forte and free weight of unconscious connection associated with flowers .
Click here to enlarge .
When the responses of the two purchasing segment – participating and lapsed prime buyer - were analyse , we observed that relapse flower buyer link flowers with being romantic , whereas participating flower buyers link up flowers with stronger feelings of excitement .
This research project revealed a great deal more than the two highlights sport above . So much more that CalFlowers commissioned a round of originative development by Traction , producing two strong advertising hunting expedition for the promotion of flowers during the non - holiday flush buying season .
CalFlowers is thankful to the following individuals who served on the client advisory squad allow for feedback over the class of the creative ontogenesis bike , and ultimately identifying the two top campaign : “ Flowers Always Good ” and “ Flower Time ” .
For more information : CalFlowersEmail:[email protected]www.cafgs.org
