FLOWER RESEARCH JOURNAL (화훼연구)

The Korean Society for Floricultural Science (한국화훼학회)
권호 표지

Survey of Consumer's Awareness on Flower Shop's Products and Attitude of Seller, and Mind of Consumer's Repurchase

플라워샵의 상품, 판매태도 및 재 구매 의사에 대한 소비자들의 의식 조사 분석

  • Choi, Myung Sim (Division of Horticulture and Pet Animal-Plant Science, Wonkwang University) ;
  • Song, Chae Eun (Korea Institute of Natural Science Inc.) ;
  • Wang, Kyung Hee (Department of Horticultural design, Shingu University)
  • 최명심 (원광대학교 원예애완동식물학부) ;
  • 송채은 (한국천연물공학연구소) ;
  • 왕경희 (신구대학교 원예디자인과)
  • Received : 2011.09.08
  • Accepted : 2011.09.22
  • Published : 2011.09.30
⟨ Previous Next ⟩

Abstract

The purpose of this study was to find new way for vitality of flower shop. The subjects for this research were composed of 58 male and 155 female. In survey of satisfaction of flower shop's product price, 'satisfied' responses in male and female respondents were 8.62 and 14.21%, respectively. Results of survey of consumer's awareness on packaging of flower shop's products have shown that the 'satisfied' responses in male and female respondents were 6.88 and 12.91%, respectively. In question of the satisfaction of flower products as a gift, the 'satisfied' responses in male and female respondents were 8.61% and 1.95%, respectively. In question of the attitude of seller, the 'satisfied' responses in male and female respondents were 6.88% and 6.46%, respectively. In survey of the mind of consumer's repurchase, male and female respondents were satisfied 5.16% and 9.05%, respectively. Our results have shown that consumer's satisfaction in most questions was of low level. Therefore, we propose that these results are associated with the needs of active efforts of flower shop's manager.

플라워샵의 활성화에 대한 기초 자료 확보 측면에서 소비자 남성 58명과 여성 155명을 대상으로 플라워샵 상품의 가격, 포장, 선물용 및 판매자의 태도에 대한 만족도와 재구매 의사에 대해 조사를 하였다. 플라워샵의 상품에 대한 만족도에 대해 '만족한다'는 응답은 남성과 여성 각각 8.62% 및 14.21%를 나타냈다. 그리고 꽃 상품의 포장에 대해 '만족한다'는 응답은 남성과 여성 각각 6.88% 및 12.91%를 나타냈다. 꽃상품에 대해 선물로서 '만족한다'는 응답은 남성과 여성 각각 8.61% 및 1.95%를 나타냈다. 플라워샵의 상품 판매자의 태도에 '만족한다'는 응답은 남성과 여성 각각 6.89% 및 6.46%를 나타냈으며, 플라워샵 상품의 재구매 의사가 있다고 응답은 남성과 여성은 각각 5.16% 및 9.05%에 불과하였다. 이와 같이 플라워샵에 대한 소비자들의 만족도가 낮게 나타난 만큼 플라워샵 경영주의 적극적인 대처가 필요할 것으로 사료된다.

Keywords

References

  1. Ahn, M.H. 2003. A study on the sense of Korean beauty expressed in floral art. MS Thesis., Catholic Univ. of daegu, Gyeongbuk. Korea.
  2. Gyeon, M.A. and Y.S. Kim. 2011. Analysis about the current situation for flower shops CI logo color at the domestic and foreign country. J. Korean Soc. People Plants Environ. 14:41-49.
  3. Heo, B.G., J.G. Yoon, J.Y. Cho, T.C. Kim, and Y.J. Park. 2004. Survey on the present status of using the firm name of flower shop. J. Kor. Flower Res. 12:43-47.
  4. Heo, B.G., Y.J. Park, and J.G. Yun. 2003. You can be success as flower designer. joongang Life Publishing Co., Seoul.
  5. Heo, B.G., Y.J. Park, J.G. Yun, and S.H. Park. 2002. Survey of actual condition of sale according to items in flower shop and online shopping mall for flower. J. Kor. Flower Res. 10:103-108.
  6. Jeong, Y.K. 2010. Analysis study of flower shop's selling type & consumer's buying behavior in Korea, MS. Thesis. Dankuk Univ. Chungnam, Korea.
  7. Kim, H.A. 2006. A study on the necessity of the integrated education for the development of flower design. MS Thesis., Wonkwang Univ., Jeonbuk, Korea.
  8. Kim, H.N. 2002. A study on modern floral art and parckage design. Essays on Floral Art 7:231-262.
  9. Kim, H.Y. 2003. Effect of plant culture and floral decoration on emotion in elopement women. J. Kor. Flower Res. Soc. 11: 55-60.
  10. Kim, J.H. 2004. The comparison between differences and same qualities of flower design style in choson period and modern time. MS. Thesis. Yeungnam Univ., Gyeongbuk, Korea.
  11. Kim, J.H., Y.H. Lim, nd K.W. Kim. 2011. Gender gap in preference for flower design in venues for the baby's first birthday party. Flower Res. J. 19:77-80.
  12. Moon, H.S., J.W. Hong, K.W. Han, E.J. Jang, and C.H. Pak. 2010. An analysis of Korean floral design education program and the job satisfaction of florist and applicants florist. Flower Res. J. 18:315-322.
  13. Ock, J.J. 2003. An analysis of the factors of effect to the consumer's behaviour in floral goods selection. MS. Thesis. Univ. of Seoul, Seoul, Korea.
  14. Park Y.J. B.G. Hue, C.S. Seo, J.Y. Chung. 1999. Opinions of Flower Shop Owners about Utilization and Future of Main Cut Flowers. Kor. J. Hort. Sci. Technol. 17:569-722.