Analysis Of Behavior For Buying Succulent Container Gardens

Research on flower products in foreign countries has yielded fruitful results for a long time.But in China it remains an emerging research area and the existing results seem fragmented andmost of them are qualitative, lacking empirical study. On the other hand, foreign scholars havemade some achievements but there is few research on the flowers based on the Chinese situation，which is difficult to guide the practice of Chinese flower marketing.Research by the gender, purchase frequency, purchase purples as a market segmentationvariables, study analysis the change of the consumer behavior of different market segments usingchi square identification. Through the investigation of network sale situation, study determine thecombination of attribute level. Using conjoint analysis to investigate the effect of potted attributeson consumer preference. What’s more, this research simulated the market share of the nine kindsof virtual products, subdivided the market consumers with cluster analysis.The results showed that purchase frequency, purchase purples, purchase place, composition,cultivation instructions access channels, pruning, replacement of plant to show different results;Chi square identification showed that: there was a significant difference between the consumerbehavior and the market segmentations.The conjoint analysis conclusions are as follows: Relativeimportance decreased from color harmony（37.50%）to amount of price（31.54%）to pot style(30.96%). Survey participants preferred a succulent container garden with contrasting colorharmony, a price point of35yuan, and glass vase. Women are more concerned about the pricefactor, while men are more concerned about the factor of color harmony. Heavy users for giftgiving are more concerned about the color harmony, while the light users for self use are moreconcerned about the price. Using clustering analysis, consumer products are divided into sixmarket segments, of which the most important is the first group, accounted for the total number of81.36%, the factors considered are color (37.37%), the price (31.43%), pot styles (31.20%).Market share analysis show that the simulated market products9shared the highest.Based on the above conclusions, the thesis made some recommendations for flower productsmarketing for different segments. Finally the thesis clarified the limitations and future directionsof the research.