ISSN : 1225-5009(Print)
ISSN : 2287-772X(Online)
ISSN : 2287-772X(Online)
Flower Research Journal Vol.32 No.S pp.15-15
DOI : https://doi.org/10.11623/frj.2024.32.S.15
DOI : https://doi.org/10.11623/frj.2024.32.S.15
Survey on Consumer Behavior of Succulent Plants
Abstract
The domestic sales of succulent plants in 2022 amounted to 643 billion won. There has been a shift in the distribution of succulent plants from offline to online platforms. To assist succulent plant producers and distributors, a survey was conducted to investigate consumer purchasing behavior. The survey targeted 500 consumers who had experience purchasing succulents, focusing on purchase channels, plant preferences, pricing, and purchase frequency. Offline, general flower shops accounted for 69% of purchases, while online purchases were primarily through e-commerce platforms, comprising 29%. Reasons for purchasing succulents and preferred plant types were also examined. Reasons for purchasing succulents was for home cultivation, with 93.8% of respondents citing ease of care. Comparisons of purchase prices and frequencies revealed that consumers with YouTube purchasing experience tended to buy more frequently and in larger quantities compared to common consumers. Concerns regarding online purchases included delivery damage 78.4% and discrepancies between online photos and actual plants 59.6%. These survey findings provide insights for succulent plant online marketing strategies.
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Journal Abbreviation : 'Flower Res. J.'
Frequency : Quarterly
Doi Prefix : 10.11623/frj.
ISSN : 1225-5009 (Print) / 2287-772X (Online)
Year of Launching : 1991
Publisher : The Korean Society for Floricultural Science
Indexed/Tracked/Covered By :
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submission.ijfs.org
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국문 영문 품종 리뷰 -
논문유사도검사
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KSFS
Korean Society for
Floricultural Science -
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