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curiosity fulfillment. Such differences may not only lead consumers to have different evaluations of flowers, but also are highly likely to influence consumers' behavior in searching for information and variety in the floral market, and thus impact the

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Cheng-Jung Hu, Nean Lee and Yung-I Lee

Ramsey has been an important cultivar for cut-flower production over the past few decades. The creation of new cultivars to meet the requirements of the floral market is essential for maintaining a competitive advantage. In the breeding program of

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Ting Lei, Yang Song, Xuehua Jin, Tianyu Su and Yiwen Pu

in international floral markets because of its colorful and elegant appearance as well as its outstanding bouquet. Lewis et al. (2003) performed a preliminary study for Z. hybrida spathe phenotype determination and pigment analysis in 2003

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Shuoli Zhao, Chengyan Yue, Mary H. Meyer and Charles R. Hall

businesses should have the knowledge of their respective market characteristics, and an accurate assessment of consumers’ changing behaviors based on different marketing mix factors, especially when entering a new floral market. Literature cited Behe, B

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Alicia L. Rihn, Chengyan Yue, Bridget Behe and Charles Hall

more profitably Prentice Hall Upper Saddle River, NJ Oppenheim, P. 2000 Segmentation and target marketing in a floral market Acta Hort. 536 529 536 Parson, A.G. 2002 Brand choice in gift giving: Recipient influence J. of Product and Brand Mgt. 11 237

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Alicia L. Rihn, Chengyan Yue, Charles Hall and Bridget K. Behe

:// > Oppenheim, P. 2000 Segmentation and target marketing in a floral market ISHS or Acta Hort. 529 536 Ortony, A. Clore, G.L. Collins, A. 1988 The cognitive structure of emotions. Cambridge University Press, Cambridge, UK Ozzambak, M