꽃 선물 顧客들의 라이프스타일類型이 購買行態에 미치는 影響에 관한 硏究 = Research on the influence that the patterns of life style of customers have on the customers'(buying flower as a present) purchasing behavior
저자
발행사항
[경산] : 영남대학교 경영대학원, 2002
학위논문사항
학위논문(석사)-- 嶺南大學校 經營大學院 : 經營學科 마케팅專攻 2002. 2
발행연도
2002
작성언어
한국어
주제어
KDC
326.16
발행국(도시)
경상북도
형태사항
viii, 97 p.
소장기관
Recently flower shops are investing in interior very importantly and extending the service area. In particular appearing "Internet service enterprises of flowering plants", the new dimensional vision is being suggested about the flowering industries generally. Moreover, the enterprises are faced with a challenge to find a new market, to project goods, and to plan a strategy of marketing on the ground of accurate databases about consumers and market places with opening times of ordered consumption.
Flower delivery service market, the object of this research is growing about a trillion according to recent calculation of enterprises.
This research analyzed influence on purchase behavior of customers' life style and tried to propose a predicted changing direction of flower delivery service enterprises and a reasonable way of the sales strategy based on this result. Concrete researches on consumers' purchasing behavior that retailors can develop a retailor mix strategy through the market segmentation and producers can perform a producing strategy on the basis of consumers' purchasing behavior(motive, amount of money, goods and way) are still insufficient. Existing researches also didn't find out the nature of goods clearly. To overcome this limits , this research analyze positively customers that would purchase at the flower shops(flower delivery service), retailor shops of floricultures industry among the agricultural products.
The concrete purposes of this research are as follows.
First, do a theoretical study about life style and flower delivery service.
- Second, analyze customers' purchasing propensities of various kinds based on general marketing theory.
- Third, perceive the appearance of purchasing behavior by the property of customers' vital statistics.
- Fourth, research on patterns of customers' life style and analyze those effect.
- Fifth, suggest the way to formulate a reasonable marketing strategy of flower delivery service enterprises through the every research.
When we search the respondents' traits, there are men and women over 17 years old in Daegu and Kyungbuk as sample data, and they have experiences in purchasing presents more than once. As a result, the proportion of man and woman is 4 to 6 and the age group is distributed evenly from the teens to forties. Also the composition of the married and unmarried shows the rate of 6 to 4. University graduates are the most in the academic background and the next is high school graduates, graduate students, and under middle school graduates in turn. Classifying by occupation, the sales & service like self-supporting businessmen, the office work like company employees, the management like the executives of a company, the skilled experts like pharmacists, students, housewives, the professional like professors and the others in turn. In the annual income of respondents, less than 20 million won accounts for 50% and we can know the distribution of high school students and unmarried women are considered. In the residence, the proportion of the residents in the apartment is 56.6% overwhelmingly more than in the individual house and the tenement house.
In consequence of this analysis of customers' purchasing propensity of flower delivery service on the basis of this nature, preference items are a bunch of flowers, a flower basket and an orchid in turn. And we can know the design and producing skill of natural flowers are important. The standard of deciding kinds of flowers and using times center on memorial days, and it brings up the necessity of the cultural change to consume flowers in our country.
Customers regard the reputation of enterprises as important and consider the traffic convenience. As a way to pay the price, they prefer by cash to by credit card and on-line remittance (in turn). If the payment system of enterprises is surely improved, payment by credit card will increase greatly.
If we analyze general points of customers purchasing flower presents, we will find that they consider the price, the packing design, and the freshness and sorts of flowers as important before ordering, and consider the acceptance and rejection of accurate delivery and information related to receivers' response as important after ordering. Therefore, enterprises can raise a repurchasing rate by offering after-service to customers through producers' education of reliable services.
We make an reliability analysis and factor analysis to verify reliability and validity and make a regression analysis and a ANOVA(analysis of variance) to verify the theory suggested in the model of research.
To summarize the result of this study, it is verified that the patterns of life style have influence on the purchasing behavior and motive of purchase is influenced by a sense of quality, a type of parade, a type of conservative reasonableness, preference of shopping and an amount of money is influenced by a type of the price-sensible, purchasing without plan, conservative reasonableness. Goods are influenced by a sense of quality, a type of parade, a type of conservative reasonableness and the way to purchase is affected by a type of the price-sensible, a sense of quality, a type of parade, purchasing without plan, a type of conservative reasonableness, preference of shopping
The nature of vital statistics is verified to be different by purchasing behavior. Among the natures, the age makes a difference in the motive of purchasing and the distinction of sex makes a difference in the way to purchase. Occupation makes a difference in an amount of purchasing money and the way to purchasing.
Considering that the nature of vital statistics and the patterns of life style have an influence on the difference and influence of customers' behavior, people engaging in related industries and marketing managers should consider these points when they plan a strategy of marketing
The attempt and result of this research is expected to be a helpful information to people engaging in flower delivery service and marketing experts, and to be a reference to promising businessmen preparing for their own inauguration.
The important suggestions of this research can be arranged as follow.
- First, it is told to have significance in point of offering the basic data of marketing research for the flower delivery service.
- Second, existing researches studied a strategy of retailor's shops focused on the consumers' behavior and relative things, and these researches didn't deal with a variable related to life style etc., and most researches in the positive analysis are limited to describe the present situation analyzing mainly by analysis of frequency and crossing analysis, but this research has a meaning in point of studying this view.
- Third, as a result of investigating consumers' purchasing propensity of flowers, it is appeared that the time of choosing and using flower presents centers on memorial days, and it makes a little bit difference with the study that the consumption of congratulations and condolences holds 60%, comparing the component ratio of the amount of consuming money based on functions by the section of fruits and flowering plants in the Ministry of Agriculture(1997).
- Fourth, in the existing researches of structure of consuming flowering plants(Bae Sang-won, 1995), a type of potted flowers(59.6%) are over twice as many as a type of cutting flowers(20.4%) but in this research preference items of flower present are observed that cutting flowers(a bunch of flowers 39.1%, a flower basket 33.3% and a flower ornament wreath 3.4%) take up 75.8% and it means over three times as many as potted flowers(24.2%). At the present, we have a necessity to suggest that we should reconfirm existing researches.
- Fifth, when they purchase flower present, a sort of cake is the most as items to add. It shows us possibilities to develop other items. Through the research of Customers' Needs, if we develop new items, it'll be able to contribute for increasing sales.
- Sixth, customers' complaint among the general consideration is the highest in the price. It will be a negative factor of consuming flowers, therefore we should study a way to publicize the structure of prices about flowers to consumers well and plan a strategy, such as price indication system, which can give trust to consumers.
- Finally, we insist on the necessity of understanding and studying flower delivery service more through this research. Considering inadequate circumstances of the industry for lack of human and material resources, the government is expected to expand supporting not only studies, but also the industry of flower delivery service that takes charge of the updated function as a retailor of floricultures distribution financially at the dimension of policy floricultures industry.
The limits of this research to understand an influence that the patterns of life style have on purchasing behavior are as follows
- First, the concepts don't agree completely, because we bring into focus on classifying patterns of customers' life style and quote the preceding researches.
- Second, it has a limit to explain purchasing behavior completely in the operatinal definition by using studies of different business area.
- Third, the result of this research can't be generalized completely because customers purchasing flower present are limited to residents in Daegu and Kyungbuk so the research on a national scale can't achieve, and there can be errors of sampling by taking a convenient sampling.
- Fourth, it can't be standardized because each question of questionaire is made by researcher referring to the preceding researches.
- Fifth, it is needed to study on the similarities with other natures, because we analyzed only a part of nature of vital statistics with regard to purchasing behavior
On the basis of these limits, the direction of study related to this research is suggested as follows.
- First, we should prepare bases to extend to study on the flower shops as retailor and be interested in study on a new vision of flower delivery service.
- Second, the model of patterns of life style suggested as a limit of this research should be re-examine at the next study and the definition of concepts should be standardized.
- Third, it is needed to reanalyze the operational definition on purchasing behavior and to improve a method to measure for the research.
- Fourth, it should help generalization to expand the range of object for research
- Fifth, it is needed to include and study all natures of vital statistics that aren't studied in this research.
- Finally, we should not only try to study for development of flower delivery service, but also invest in marketing researches regardless of expenses through the conversion of cognition by the related institutes of government and business world.
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