An evaluation of flower visual and olfactory perceptions influencing consumer attitudes within socio-economic groups

This research was conducted to develop a marketing strategy to increase cut flower sales. Perception to color and fragrance attributes of carnations was evaluated across the human life-span. The influence of color and fragrance attributes on overall attitudes toward carnations was evaluated according to Fishbein's expectancy-value theory. Buying intention statistical models were constructed using path analysis for age and gender. Multiple regression analysis compared demographics, color, and fragrance attribute in influencing buying intention.; Blue carnations were preferred over red carnations by males under 18 and between 24-50 years old. Red carnations were more preferred by females. Subjects who were 18-23 or over 50 years old did not reveal preference differences between blue and red carnations.; Males and females of all ages, and annual household income categories had similar fragrance preferences: rose-scented were preferred over clove-scented carnations. Unscented carnations were least preferred. Fragrance compensated for the deficit of color to improve the consumer appeal of carnations. Red carnations scented with the smell of rose or clove were as preferred as blue carnations.; Adults perceived color as more important than fragrance for their floral purchase decisions; children perceived floral fragrance as relatively more important than color. Path coefficients for the direct effect of color attributes on adults overall attitude toward carnations were 0.58, and 0.39 for young subjects. The direct effect of fragrance attributes on subject overall attitude toward carnations were 0.33 for adults and 0.50 for young subjects by path analysis.; Multiple regression analyses show that subject evaluation toward the color and fragrance attributes and their overall attitudes toward the flowers were more important than subject gender, age, or annual household income in influencing buying intention.