used for gifts, flowers are perceived as emotional gifts and are used mainly to convey givers’ affection to the receivers or relationships ( Yue et al., 2009 ). Gifts of flowers stimulate more feelings of caring and warmth compared with other
, growing seasons, or stories, flowers are also used as gifts to convey the givers’ intentions to the receivers [ Connolly, 2004 ; Seaton, 1995 ; Society of American Florists ( SAF), 2012a ]. In fact, gift giving today has become the primary reason for
previous research on flowers either focuses on a few specific gift-giving occasions or, at most, a few types of flowers. Shoemaker and Relf (1994) studied the attitude of recently bereaved consumers toward sympathy flowers. They found that most sympathy
were more likely purchase from a BS. Caplow (1984) reported that a primary motivation of gift givers is to fortify important relationships and maintain goodwill with gift recipients. A product perceived as cheap or inexpensive might not be able to
Two surveys (one of 101 florists and one of 122 businesses) determined that florists spend little time or money recruiting commercial accounts. Poor communication among businesses and florists was a problem. Of the responding businesses, 91% were never contacted by their florists for any reason, and the methods florists did use for recruiting commercial accounts were incompatible with the means that businesses used to choose florists. Because 79% of businesses made some type of purchase from a florist during the year, florists could pursue commercial accounts as a way of increasing sales. When recruiting new accounts, florists should consider businesses' product preferences, peak gift-giving times, and purchasing preferences.
A survey was conducted in Guam to determine the preferred uses and preferred flowers and foliage for leis and mwarmwars. Mwarmwars are a form of lei that is worn on the head. Mwarmwars were introduce to Guam by Carolinians. Lei giving is popular for special occasions to signify honored guests, as a token to loved ones, or given to travelers. In Guam, it is popular to give mwarmwars and leis as gifts to middle school, high school and college students. Preferred characteristics of flowers and foliage are wilt resistance and those that are not fragile. The most popular flowers are orchids, plumeria, mini carnations, baby's breath, bougainvillea, alstromeria, crown flowers, mini daisies, red ginger, spray roses, and sweetheart roses. The most popular foliage are leather leaf fern, polyscias, ti leaf, asparagus fern, and lemon leaves. The majority of the flowers and foliage are imported.
shown that gift giving often symbolizes levels of trust, cooperation ( Bolle, 2001 ), attractiveness, devotion, and the intensity of social relationships ( Huang and Yu, 2000 ). In addition, gifts implicitly communicate the giver's intentions and
, spiritual uplifting) and gift giving are the two most prevalent purchase intentions in the floral market. This is exemplified in the following empirical market reports: In Japan, the gift and commercial sectors account for an impressive 80% of cut flower
items because a badly chosen gift harms the relationship between the gift giver and recipient ( Roster, 2006 ). Yue et al. (2009 ) found that cut flower gifts are perceived as riskier than cut flowers purchased for personal enjoyment or as decor items
vigorous species when grown in the same container as less aggressive, non-regulated species. Behavioral differences in prepurchase processes between purchasers of flowers for self-use or gift-use Personal use and gift-giving are the two most prevalent