Purchase and Lifestyle Pattern of Consumers of Cymbidium Orchids of Sikkim Himalayas
Bibeth Sharma1 and Ajeya Jha2
1Department of Management Studies, Sikkim Manipal Institute of Technology, Majitar, East Sikkim,-737106, India.
2Professor Department of Management Studies, Sikkim Manipal Institute of Technology, Majitar, East Sikkim, Sikkim - 737106, India.
ABSTRACT:
The Customers’ intention to buy flowers may not result in their purchse. Curiosity is a great factor when customers buy cymbidium orchids. If they are not interested then it becomes difficult for the marketers to create need for cymbidium orchids unlike other consumable products. Customers have their own perception of locally available cymbidiums and the perception is deeply rooted, very difficult to change but with proper marketing efforts, one can make a positive change in the minds of the customers. They have their own set of factors in quality and they look for all when they buy cymbidium orchids. Lifestyle of customers can make them buy flowers or discard the purchase intention. Customers who buy flowers are those who are emotional when buying their products.
KEY WORDS: Cymbidium, quality, Lifestyle, local customers.
INTRODUCTION:
Cymbidium orchids are extremely appreciated for cut flowers, hanging baskets, potted plants and herbal medicines. Both standard and fresh hybrids are used as cut flowers. Cymbidiums are used as potted plants and these plants are often used for home ambience. Cymbidiums are ideal for hanging baskets. In India, orchids have been used in indigenous system of medicine since Vedic period. Cymbidium orchids are used in Indian Medicine system as nutrient and demulcent; as emetic and purgative, to treat eye sores and even blood clotting. (Lakshman Chandra De, 2011)).
Cymbidium orchids possess long lasting waxy cut flowers that can stand in flower vase up to one month. These are available in various colours, shapes and sizes. Owing to these qualities these are known as monarch of orchid world. They are among top ten cut flowers sold in Dutch flower auctions and each flower spike fetches approximately 2.00£.Cymbidium orchids are among top ten cut flowers in international trade and fast gaining popularity in national market (Ram Pal, R. P. Medhi and N. K Meena , 2011 ))
Most of the customers purchased flowers for themselves, rather than as gifts. Still, knowledge about how product behavior functions in the floral market is very limited. (Li Chun Huang, 2005)) The term customer is a broader term which emphasizes not only the actual buyer or customer, but also its users, i.e., consumers. Sometimes, a product is purchased by the head of the family and used by the whole family, i.e., a refrigerator or a car. Strategies are formulated to provide superior customer value. In formulating market strategies, the 4 Ps are directed at the target market. (Matin Khan, 2006))
A high percentage of fresh flowers sold are consumed as gifts in many countries, such as Taiwan, Japan, and the United States. As gift consumption is so important for the sales of fresh flowers, consumer behavior in floral gift giving, which varies from a customer’s lifestyle, is an important topic that has not been researched worldwide. (Yen-Chun Lai, Li-Chun Huang, 2013))
Impulse purchasing is unplanned, the result of an exposure to a stimulus, and is decided on-the-spot. Impulse buyers begin browsing without having an intention to purchase a certain item or visiting a certain store. As consumers browse, they are exposed to the stimuli, which triggers customers’ urge to buy on impulse. When impulse buyers feel the desire to buy, they make a purchase decision without searching for information or evaluating alternatives. (Wahida Shahan Tinne, 2011)).
Amount of floral knowledge does not influence consumer purchasing behavior for flower choice (Behe and Wolnick.1991))
Floral purchase frequency is a measure of the maturation of a floral market. In a poorly developed floral market, floral purchase frequency is about 1-2 times per year on a per capita basis. If the floral market is fully developed, per-person purchases will be approximately 15-20 times per year (De Boon, 1990)
Floral Purchase frequency is important in measuring the degree of floral market development and its potential relationship with consumer floral products behaviors (Demby, 1973)
Customers feel that individualized care is absent. They might feel more comfortable purchasing a luxury flower from a local florist rather than in their local supermarket. In order to feel reassured about a delicate, fresh product, customers need to feel confident that the product is of high quality and worth the purchase. (Adam Eweida,Simon Sverkel,2009))
Research shows that the demand for fresh cut flowers and floral products has been decreasing in recent years, particularly among young consumers. Often younger consumers felt their friends would not enjoy floral gifts. Additionally, younger consumers viewed floral advertisements less frequently, perceived the price as being more unreasonable than other gift items, and they were the least easy gifts to purchase, resulting in decreased awareness, interest, and convenience. Overall, most participants felt that floral sales or discounts, greater longevity, more price ranges, and trendier arrangements /flowers would Increase their use of fresh flowers as gifts. (Alicia L. Rihn, Dr. Chengyan Yue, 2010))
METHODOLOGY:
a. Nature of research: The present research is exploratory and empirical in nature with descriptive statistics based on the data on the belief expressed by customers having understanding of cymbidium orchids and the factors that make it worth buying and gift giving.
b. Research design: The research-design for the research work is conclusive. To arrive at conclusions descriptive approach has been used.
c. Objectives of the study:
i.To determine the level of Interest and actual purchase of cymbidium orchids.
ii.To map the lifestyle pattern of cymbidium orchid consumers.
d. Hypotheses: Keeping the above objectives in view the following hypothetic framework was proposed:
H01: Certain factors make cymbidiums a preferred flower over other flowers.
H02: Buyers of cymbidiums have a distinct lifestyle
e. Sample: The sample respondents of this research consist of flower buyers who did not have deep understanding of cymbidium orchids as a commercial product. They were from age group 18-25 years to 55 and above. They spend considerable amount of money on flowers and are emotional in nature. They are students, professionals, businessmen, and retired people. They are living in Sikkim Himalayas for at least 10 years now. A total of 206 respondents filled the questionnaire.
Respondent’s Gender – Table 1(a)
|
Gender |
Number of Respondents |
|
Male |
105 |
|
Female |
100 |
Respondent’s Age – Table 1(b)
|
Age Group |
Number of Respondents |
|
18-25 |
6 |
|
26-35 |
84 |
|
36-45 |
109 |
|
46-55 |
4 |
|
55 and above |
0 |
Respondent’s Occupation – Table 1(c)
|
Occupation |
Number of respondents |
|
Service in Private Sector |
157 |
|
Service in Government Sector |
18 |
|
Self-employed (Business) |
23 |
|
None of the above |
5 |
Area of Survey – Table 1(d)
|
Town/City |
Number of respondents |
|
Sikkim |
106 |
|
Darjeeling |
43 |
|
Kalimpong |
30 |
|
Siliguri |
12 |
|
Kurseong |
12 |
f. Sample size: In all a sample size of 206 respondents was arrived at. This sample was considered statistically relevant for the study.
g. Sampling method: Random and judgmental sampling methods were used for the research. The questionnaire was sent online
Tools: The tool is developed using Likert scale in a range of 1 to 5 with 1, 2,3, 4 and 5 corresponding to Strongly Disagree, Disagree, Neither agree Nor Disagree, Agree and Strongly Agree respectively. The 16 responses from each of 206 respondents’ equals to 3296 responses for analysis in the survey. The respondents were contacted personally by the researcher and after general introduction the tool was handed over to them. The confidentiality of the information obtained from the respondents was guaranteed. The filled questionnaires were collected the same day and on a few occasions after few days.
h. Reliability Analysis: Reliability analysis was made by determining the Cronbach's Alpha which was found to be 0.801. Alpha (based on standardized items) was found to be 0.957 which statistically is considered excellent reliability.
|
Reliability Statistics |
||
|
Cronbach's Alpha |
Cronbach's Alpha Based on Standardized Items |
N of Items |
|
0.806 |
0.801 |
17 |
Analysis:
All analyses were conducted using Statistical Software (SPSS) 16.0 version. t - test were used to determine the significance of beliefs. For the hypothesis testing the confidence limit is set at 95%. Null Hypothesis is accepted if mean value is below 3 or if Z value is within ± 1.96.
H0: (1.96 >Z< - 1.96)
Or
If Z is within ± 1.96 null hypothesis is accepted else rejected
If mean is above 3 and t-value is above 1.96 then null hypothesis is rejected else accepted.
RESULT AND DISCUSSION:
|
|
Mean |
S.D. |
T-value |
Sign. |
|
|
#1. I visit Website to buy cymbidium orchids |
1.58 |
1.064 |
-19.179 |
0.000 |
The Mean is 1.58 (SD is1.064) and T Value is -19.179. This means that customers do not visit websites to buy cymbidiums. Even though the significance is below 0.05, we cannot reject this Null Hypothesis. This is partly due to very less marketing efforts of the sellers. Customers do not have any idea that cymbidiums are sold online. Growing Cymbidium is a professional business but marketing is not really looked upon professionally.
|
|
#2. I buy cymbidium orchids online |
1.50 |
1.016 |
-21.196 |
0.000 |
The Mean is 1.50 (SD is 1.016) and T Value is -21.196.Customers do not prefer to buy cymbidium online partly because they do not know about its availability online and partly because not many websites in India sell it online. The Null Hypothesis cannot be rejected. It is confirmed that in India, flowers are not bought online and especially cymbidiums are bought from Nurseries and outlets.
|
|
#3. I buy cymbidium from retail outlets |
3.66 |
.978 |
9.685 |
0.000 |
The Mean is 3.66(SD is .978) and T Value is 9.685.This means that customers buy cymbidium orchids form local retail outlets. This is further confirmed as significance is below 0.05. The Null Hypothesis, therefore, is rejected.
|
|
#4. I buy cymbidium from retail wholesalers |
3.59 |
1.002 |
8.485 |
0.000 |
The Mean is 3.59 (SD is 1.002) and T Value is 8.485.This means that customers are price sensitive and they prefer retail wholesalers so that the price of the orchid will be less. This is further confirmed as significance is below 0.05. The Null Hypothesis, therefore, is rejected.
|
|
#5. I buy cymbidium from retail farmers |
3.45 |
1.038 |
6.175 |
0.000 |
The Mean is 3.45 (SD is 1.038) and T Value is 6.175.The customers buy cymbidium from retail farmers. This is very prominent in Sikkim and Darjeeling Hills where the growers keep a small outlet on the road side and cymbidium lovers buy them from the farmers. The volume of sale is very less compared to the retail outlet sales in the market. This is further confirmed as significance is below 0.05. The Null Hypothesis, therefore, is rejected.
|
|
#6. I am interested in cymbidium orchids but have never bought them |
2.16 |
1.419 |
-8.541 |
0.000 |
The Mean is 2.16 (SD is 1.419) and T Value is -8.541.The customers are interested in cymbidium and they have bought it in the past. The Significance is below 0.05 but the Null Hypothesis cannot be rejected. |
|
#7. I have never bought cymbidium orchids but will positively buy in the near future |
1.99 |
1.318 |
-10.997 |
0.000 |
The Mean is 1.99 (SD is 1.318) and T Value is -10.997.This means that the customers have bought cymbidium orchids before and they will buy in the future as well. The Significance is below 0.05 but the Null Hypothesis cannot be rejected. |
|
#8. Quality of cymbidium orchids from the Sikkim Himalayas is the best |
4.04 |
1.016 |
14.673 |
0.000 |
The Mean is 4.04 (SD is 1.106) and T Value is 14.673.This means that the customers believe that Quality of cymbidium orchids from the Sikkim Himalayas is the best. The Significance is below 0.05 and the Null Hypothesis is rejected. Cymbidum from Sikkim Himalayas are the best in the world but marketing and exporting it outside India has not been a prime focus of the intermediaries.
|
|
#9. I very often listen to music when I am alone |
4.03 |
.748 |
19.835 |
0.000 |
The Mean is 4.03 (SD is .748) and T Value is 19.835.The customers listen to music. People who buy flowers and specially Orchids are those who love music when they are alone. There is a strong connection between flower and music. This is further confirmed as significance is below 0.05. The Null Hypothesis, therefore, is rejected.
|
|
#10. I am a party goer |
3.86 |
.990 |
12.457 |
0.000 |
The Mean is 3.86 (SD is .990) and T Value is 12.457. The customers are party goers. Most of the customers in the survey were between 16-40 years of age and this may be a factor. This is further confirmed as significance is below 0.05. The Null Hypothesis, therefore, is rejected.
|
|
#11. I have a rare hobby |
2.84 |
1.480 |
-1.506 |
0.000 |
The Mean is 2.84 (SD is 1.480) and T Value is -1.506.They do not have a rare hobby. May be there hobby is very common like listening to music. The Null Hypothesis cannot be rejected. It means that they do not have rare hobbies.
|
|
#12. I consider myself an emotional person |
4.00 |
.908 |
15.885 |
0.000 |
The Mean is 4.00 (SD is .908) and T Value is 15.885.They consider themselves emotional and it has been learnt that emotions play a crucial role when a consumer buys flowers. This is further confirmed as significance is below 0.05. The Null Hypothesis, therefore, is rejected.
|
|
#13. I believe in charity and give donations quite often |
4.04 |
.866 |
17.220 |
0.000 |
The Mean is 4.04 (SD is .866) and T Value is 17.220.They give donations quite often because they are emotional people and love flowers. They give donation suggests that their Self-actualization need is pretty high. This is further confirmed as significance is below 0.05. The Null Hypothesis, therefore, is rejected.
|
|
#14. I often advise people to gift cymbidium orchids |
3.70 |
.902 |
11.195 |
0.000 |
The Mean is 3.70 (SD is .902) and T Value is 11.195.The customers often advise people to gift cymbidium orchids. Cymbidium is common gift amongst flowers in Sikkim and Darjeeling Hills. Cymbidium can become a real commercial flower if marketed well. This is further confirmed as significance is below 0.05. The Null Hypothesis, therefore, is rejected.
|
|
#15. I can express my feeling better through cymbidium orchids |
3.82 |
.940 |
12.457 |
0.000 |
The Mean is 3.82 (SD is .940) and T Value is 12.457.Cymbidum is the state flower of Sikkim that stands for purity. So it is easy for customers to express their feeling through cymbidium orchids. The Significance level is below 0.05.The Null Hypothesis is rejected.
|
|
#16. Cymbidium orchids represents Sikkim better than any other flower |
4.17 |
.873 |
19.145 |
0.000 |
The Mean is 4.17 (SD is .873) and T Value is 19.145.This means that local customers feel that Sikkim is represented better by Cymbidium orchids than any other flower. Cymbidium is the State flower of Sikkim. This is further confirmed as significance is below 0.05. The Null Hypothesis, therefore, is rejected.
|
CONCLUSION:
i. Majority of the customers do not visit websites to buy cymbidium even though cymbidiums grown Sikkim Himalayas are sold online. Why customers do not buy flowers online is a study that needs to be done. Online retailers like flipkart.com and amazon.in, if starts selling cymbidium orchids, it will be very convenient for the buyers to buy but as of now, flowers are not sold extensively by the major online retailers in India.
ii. Majority of the customers buy their cymbidiums from retail outlets. Customers even buy directly from the farmers as this is possible only for local customers as the cymbidium orchids are grown locally. There are not many retailers of cymbidium orchids locally. The number of retail outlets in Sikkim Himalayan region should increase for customers to buy cymbidium orchids.
iii. All the customers have bought cymbidium orchids at least once. The customers feel that cymbidium orchids grown in the Sikkim Himalayas are the best; this may be because they are emotionally too attached to cymbidium grown locally and also because they have had no experience of buying cymbidium orchids grown outside Sikkim Himalayas. The customers have no doubt that the cymbidium orchids they buy locally are the best.
iv. Most of the customers are people who love music and are party goers but few have rare hobbies. The customers feel that they are emotional person as it takes your heart (emotions) to decide when you buy flowers. The customers believe in charity; this further confirms that flower lovers are emotional people who are more irrational when they buy flowers.
v. They believe that cymbidium orchids represent Sikkim better than any other flower. This is strengthens the claim of cymbidium orchid as the state flower of Sikkim. They prefer cymbidiums over other flowers. This is primarily due to its longevity and less upkeep cost. They agree that longevity is one the main factors why cymbidium is their best flower.
vi. Potential local consumers who have the intention to buy cymbidium orchids may not buy the orchids if they find difficulty in purchasing due to its unavailability. They do not venture online to buy even though cymbidium orchids from Sikkim Himalayas are widely available online. Why the customers are apprehensive to buy flowers online is a topic to study further.
vii. The buyers do not have rare hobby which means they are not very different individuals.
ABBREVIATIONS:
SD - Standard Deviation, SPSS-Statistical package for Social Sciences
REFERENCE:
1. Adam Eweida, Simon Sverkel, 2009, Understanding consumer preference in the flower industry, Uppsala University
2. Alicia L. Rihn,Dr. Chengyan Yue, 2010, Consumers’ Preferences for Floral Gift among Generations X and Y. ©Alicia L. Rihn, 2010.
3. Behe, В.К. and Wolnick, D.J. 1991. Type of floral product purchased and demographic characteristics and floral knowledge of consumers. Hort Science 26(4):414-416.
4. Demby, E.1973.A psychographic study of the market for flowers.Amer.Florists Mktg.Council, Alexandria, VA.
5. De Boon, I.H.1990. A world perspective on more flowers for more people. Professional Plant Growers Assn. News 21:7, 10-11.
6. Lakshman Chandra De, 2011, Value addition in Flowers and Orchids; Ch-12, Pg -195-198.
7. Li Chun Huang, 2005, Floral Product Behaviors and Their Influence on Consumer Floral Purchase Frequency.
8. Matin Khan,2006, Consumer Behaviour And Advertising Management,Ch:1, Pg-5
9. Ram Pal, R. P. Mehdi and N. K Meena, 2011, Bottlenecks in Commercializing Cymbidium Orchids in Darjeeling, 2011,
10. Wahida Shahan Tinne,2011,Factors Affecting Impulse Buying Behavior of Consumers at Superstores in Bangladesh
11. Yen-Chun Lai, Li-Chun Huang, 2013, The Effect of Relationship Characteristics on Buying Fresh Flowers as Romantic Valentine’s Day. Gifts Hort Technology. February 2013 vol. 23 no. 1.28-37.
Received on 05.11.2014
Revised on 15.11.2014
Accepted on 20.12.2014
© AandV Publication all right reserved
Research J. Humanities and Social Sciences. 5(4): October-December, 2014, 389-393