선물용 화훼류의 구매와 판매 경향 : 서울지역 중심으로 = Tendency of Purchasing and Merchandising Gift-Flowers in Seoul

다국어 초록 (Multilingual Abstract)

This study was conducted to verify consumers' use and preference of purchasing gift-flowers in compared with present status of sale and marketing.
This research was based on a survey of 300 consumers(150 males and 150 females) residing in Seoul and 60 retailers(12 males and 48 females) managing flower shops currently located in Seoul.

In response to the questions about reasons why consumers choose floral goods as gifts, 'The flower is pretty.' was answered 48.0% of females and 'The receiver likes flowers.' was 29.3% of males.
The primary factor of purchasing gift-flowers was sorts of flowers for consumers, while that of making was price for retailers. Generally, the most unsatisfying factors were firstly 'It being dry to die in a minute', and secondly 'High price' by both consumers and customers of retailers.
Although consumers(58.7%) said that they ordinally purchase gift -flowers in free of season, the best sale was in spring from the answers of retailers(56.2%).
The frequency of annual purchase was 'Below 5 times'(81.6%) and the preferred purchase price per item was '10 to 30 thousand won'(46.3%). Customers buying flowers were mainly in the twenties to thirties according to retailers' responses (96.6%).
The preferred flower as gifts by consumers were as follows: rose(44.3%) > freesia(14.9%) > occidental orchids(7.7%). The favourite color of consumers was red, nextly pastel tone, and this result was the same as the best color for sale.
The preferred purchase days for gift-flowers by consumers were graduation ceremony > parents' day > birthday, and the actual sales were parents' day > graduation ceremony > white day. Apart from anniversaries(ex. graduation ceremony, parents' day, etc.) that have the fixed demand annually, gift-flowers were used for birthday, wedding anniversary, opening ceremony, and anniversary with lovers in that order by consumers. The retailers said that those were sold well for birthday, opening ceremony and funeral.
Generally, the consumers in the teenagers to the thirties are more likely to buy gift-flowers for the various purposes such as anniversary with their lovers or for themselves ordinarily than over forties.
The best preferences among the types of gift-flowers were flower clusters and flower baskets by consumers and at the same time those were sold well. These results mean that buyers' propensity is changing from the type of flower baskets in the past to flower clusters. Besides flower clusters and baskets, females preferred foliage plants and males replied individual packings or oriental orchids.
In accordance with various kinds of anniversary, the preferred items comparable to popular things in flower shops were roughly similar.

However, while consumers answered that wreathes were suitable for the 1st/60th/70th birthday, opening ceremony, or exhibition, the best sales items were as follows: flower baskets, foliage plants, occidental orchids, etc. In other words, the items which are less -volumed, handy and functional had good sales in these days.
31.5% of respondents as consumers have experienced buying a packaged item such as a cake, a bottle of wine or a chocolate with some flowers for a gift. The major uses of those were for birthdays, wedding anniversaries, or special days with lovers.
57.3% of consumers have bought more than one of items such as cacti, water culture plants, herbs, goods for body care(flower petals, etc.), traditional oriental materials and plants, edible plants(salad, etc.), potpourries, key rings with a micromini plant, or topiarys. Among them, more commonly purchased items were herbs(31.4%), cacti(22.8%), and the respondents had high interest in goods for body care(flower petals, etc.). Consumers answered that the purpose was air filtration, cooking, electromagnetic wave interception, eye protection, beauty, relaxation, and health, etc. Therefore, it is necessary to develop, advertise, and actively trade items for the mental as well as physical well-being.

Consequently, consumers should have more chances to purchase various floral goods conveniently and inexpensively in their ordinary lives, if suppliers produce and distribute many kinds of gift-flowers satisfying the demand of modern people.

국문 초록 (Abstract)

선물용 화훼류의 구매와 판매 경향을 알아보기 위하여 서울시내에 거주하고 있는 일반 구매자 300명(남 150명, 여 150명)과 서울시내에 위치한 화원을 경영하고 있는 소매업자 60명(남 12명, 여 48명)을 대상으로 실시한 조사 내용은 다음과 같다.

구매자가 많은 선물용 상품에서 화훼류를 선택한 이유로는 여성은 ‘꽃이 예뻐서’ 48.0%, 남성은 ‘상대방이 꽃을 좋아해서’ 29.3%였다. 구매자의 구입 시 가장 중요한 요인은 꽃의 종류, 판매자가 상품을 제작할 때는 가격이었다. 구매자의 선물용 화훼류의 불만 요인에 대해서는 구매자와 판매자 모두 ‘금방 죽거나 시들음’, ‘높은 가격'순으로 인식하고 있었다. 구매자의 58.7%가 계절과 무관하게 선물용 화훼상품을 구입한다고 인식하였으나, 실제 판매량은 봄에 56.2%로 가장 높았다. 연간 구입 빈도는 5회 미만인 자가 구매자의 81.6%였으며, 1회 구입액은 1～3만원 46.3%, 실제 주 소비층은 대부분 20～30대인 것으로 나타났다. 구매자가 선물용으로 선호하는 꽃은 장미(44.3%) > 프리지어(14.9%) > 서양란(7.7%) 순이었으며, 화색에 대한 구매자의 선호도와 판매율 모두 적색계열 > 파스텔 톤 순으로 나타났다.
선물용 화훼류를 가장 많이 구입하는 날로 구매자는 졸업식 > 어버이날 > 생일 > 결혼기념일 순으로, 실제 판매량은 어버이날 > 졸업식 >화이트 데이 순이었다. 화훼 소비 수요가 일정량 이상 확보되는 졸업식, 어버이날 등의 기념일은 제외하고, 일반 구매자들의 선물용 화훼류를 구입하는 순수 목적에서는 생일 > 결혼기념일 > 개업 > 연인과의 기념일 순이었으며, 실제 판매량은 생일 > 개업 > 조문 순이었다. 대체적으로 구매자의 10～30대가 40대 이상보다 연인과의 기념일, 자신에게 선물 한다 등 다양한 목적으로 일상에서 선물하려는 경향이 있었다.
구매자들이 선물용 화훼류로 구매자가 선호하는 품목과 실제 판매율 모두 꽃다발, 꽃바구니 순으로 나타났으며, 이것은 과거 꽃바구니보다 꽃다발을 더 선호하는 추세로 변화되었음을 의미한다. 구매자에서 꽃다발과 꽃바구니 외에 여성은 관엽 식물을, 남성은 1송이나 동양란을 선호하였다.
구매자가 각종 기념일에 따라 선호하는 선물용 화훼류의 품목과 실제 판매량이 가장 높은 상품을 비교 분석한 결과, 전반적으로 일치하였으나, 전시회나 돌/환갑/고희연, 개업 시에는 구매자는 화환이라고 응답한 반면에, 실제로는 꽃바구니나 관엽 식물, 서양란 등 부피가 작아 간편하고, 보다 실용적인 상품이 판매되고 있었다.
화훼류와 케이크, 와인이나 초컬릿 등 패키지화된 상품에 대해 구매자의 31.5%가 구입해 본 적 있었으며, 주로 생일이나 결혼 및 연인과의 기념일 선물용이었다. 선인장, 수경재배 식물, 허브, 목욕 세트(장미 꽃잎 등), 한방 재료 및 식물, 식용화, 포푸리, 초미니 식물이 담긴 열쇠고리, 토피어리 등에 대해서는 구매자의 57.3%가 구입해 본 적 있었으며, 구입해 본 품목은 허브 화분(31.4%)과 선인장(22.8%)이었고, 이외에 앞으로 구입하고 싶은 품목으로 목욕 세트 등에 관심이 높았다. 구입 용도는 관상용뿐만 아니라 공기정화 효과 기대, 요리, 전자파 차단과 눈 보호, 미용, 긴장 완화, 건강 등으로 나타나 웰빙 트렌드에 맞는 상품의 개발과 홍보, 보급이 앞으로 보다 더 필요할 것으로 판단되었다.

본 연구 결과, 앞으로 현대인의 변화되는 수요 패턴을 충족시킬 수 있는 여러 가격대의 다양한 선물용 화훼상품을 제작, 유통시켜 일상에서 편리하고, 부담 없이 구입할 수 있게 하는 것이 생활 속 꽃 문화 확산을 위해 필요하리라 본다.

목차 (Table of Contents)

• 목 차
• ListofTables
• ListofFigures
• AbstractinEnglish
• Ⅰ.서언
• Ⅱ.연구사
• 1.화훼의 정서적 효과
• 2.선물의 정의와 소비자들의 구매 행동
• 3.화훼의 상품적 특성과 선물용 화훼류
• 4.우리나라 화훼산업
• Ⅲ.연구방법 및 범위
• Ⅳ.결과 및 고찰
• 1.화원의 일반적 운영
• 2.선물용 화훼상품에 대한 일반적 구매와 판매 경향
• 3.기념일에 따른 선물용 화훼상품에 대한 구매와 판매 경향
• 4.선물용 화훼 신상품에 대한 구매와 판매 경향
• Ⅴ.적요
• Ⅵ.인용문헌
• Ⅶ.부록
• ListofTables
• Table1.Generalinformationaboutrespondentsasconsumerspurchasinggift-flowers.
• Table2.Generalinformationaboutrespondentsasretailersselinggift-flowers.
• Table3.Generalinformationaboutflowershopsmanagedbyretailers.
• Table4.Districtofflowershopsmanagedbyretailers.
• Table5.Primaryfactorofpurchasinggift-flowersbyagesofconsumers.
• Table6.Primaryfactorofpurchasinggift-flowersbyeducationalbackgroundsofconsumers.
• Table7.Unsatisfyingfactorofgift-flowerspurchasedbygendersofconsumers.
• Table8.Requiringfactorofgift-flowersbyeducationalbackgroundsofconsumers.
• Table9.Preferredpurchasepriceofgift-flowersbyagesofconsumers.
• Table10.Preferredflowersasgiftsbyagesofconsumers.
• Table11.Preferredflowercolorsforgiftsbyagesofconsumers.
• Table12.Preferredpurchasedayforgift-flowersbyconsumersandcustomersofretailers(includingfixedspecialdays).
• Table13.Preferredpurchasedayforgift-flowersbyconsumersandcustomersofretailers(notincludingfixedspecialdays).
• Table14.Preferreditemsasgift-flowersbyagesofconsumersandcustomersofretailers.
• Table15.Floweritemspurchasedbyagesofconsumers.
• Table16.Preferredfloweritemsasgiftsbyagesofconsumers.
• ListofFigures
• Fig.1.Occupationofrespondentsasconsumerspurchasinggift-flowers.
• Fig.2.Averageannualincomeofrespondentsasconsumerspurchasinggift-flowers.
• Fig.3.Specialtyofrespondentsasretailersselinggift-flowers.
• Fig.4.Locationofflowershopsmanagedbyretailers.
• Fig.5.How toselgift-flowersbyretailers.
• Fig.6.Difficultiesofflowershopmanagementbyretailers.
• Fig.7.How topurchasegift-flowersbyconsumers.
• Fig.8.Thereasonwhyconsumerspurchasegift-flowers.
• Fig.9.Thereasonwhyconsumerspurchasegift-flowersbygenders.
• Fig.10.Primaryfactorofpurchasinggift-flowersbyconsumersandselingbyretailers.
• Fig.11.Primaryfactorofpurchasinggift-flowersbygendersofconsumers.
• Fig.12.Unsatisfyingfactorofgift-flowerspurchasedbyconsumersandcustomersofretailers.
• Fig.13.Factorofgift-flowersrequiredbyconsumersandinoperationcurrentlybyretailers.
• Fig.14.Profitablefactorforsaleofgift-flowersbyretailers.
• Fig.15.Feasiblefactorforsaleofgift-flowersbyretailers.
• Fig.16.Requiringfactorofgift-flowersbyconsumersandofferingfactorbyretailers.
• Fig.17.Requiringfactorofgift-flowersbygendersofconsumers.
• Fig.18.Whetherornotonehasbeenintroublewiththenameofflowers.
• Fig.19.Preferredseasonforgift-flowersbyconsumers.
• Fig.20.Seasonalsalesforgift-flowersbyretailers.
• Fig.21.Genderratioofmaincustomerspurchasinggift-flowersbyretailers.
• Fig.22.Ageofmaincustomerspurchasinggift-flowersbyretailers.
• Fig.23.Frequencyofannualpurchaseofgift-flowersbyconsumers.
• Fig.24.Frequencyofannualpurchaseofgift-flowersbygendersofconsumers.
• Fig.25.Preferredpurchasepriceofgift-flowersbyconsumersandbestselingpricebyretailers.
• Fig.26.Preferredpurchasepriceofgift-flowersbygendersofconsumers.
• Fig.27.Annualexpenseofgift-flowersbyconsumers.
• Fig.28.Annualexpenseofgift-flowersbygendersofconsumers.
• Fig.29.Preferredflowersbyconsumersandbestselingflowersasgiftsbyretailers.
• Fig.30.Preferredflowersasgiftsbygendersofconsumers.
• Fig.31.Preferredflowercolorsforgiftsbyconsumersandcustomersofretailers.
• Fig.32.Preferredflowercolorsforgiftsbygendersofconsumers.
• Fig.33.Preferredpurchasedayforgift-flowersbyconsumersandcustomersofretailers(includingfixedspecialdays).
• Fig.34.Preferredpurchasedayforgift-flowersbygendersofconsumers(includingfixedspecialdays).
• Fig.35.Preferredpurchasedayforgift-flowersbyconsumersandcustomersofretailers(notincludingfixedspecialdays).
• Fig.36.Preferredpurchasedayforgift-flowersbygendersofconsumers(notincludingfixedspecialdays).
• Fig.37.Preferreditemsasgift-flowersbyconsumersandcustomersofretailers.
• Fig.38.Preferreditemsasgift-flowersbygendersofconsumers.
• Fig.39.Preferreditemsasgift-flowersbyconsumersandcustomersofretailers.
• Fig.40.Whetherornotconsumershaveexperiencedtopurchasekindsofpackagedfloweritemsasgifts.
• Fig.41.How topurchasekindsofpackagedfloweritemsasgiftsbyconsumers.
• Fig.42.Whetherornotretailershaveexperiencedtoselkindsofpackagedfloweritemsasgifts.
• Fig.43.Kindsofpackagedfloweritemspurchasedbyconsumersandthosesoldbyretailers.
• Fig.44.Preferredpurchasedayforpackagedfloweritemsbyconsumersandcustomersofretailers.
• Fig.45.Whetherornotconsumershaveexperiencedtopurchasefloweritems.
• Fig.46.How topurchasefloweritemsbyconsumers.
• Fig.47.Floweritemspurchasedbyconsumersandthosesoldbyretailers.
• Fig.48.Floweritemspurchasedbygendersofconsumers.
• Fig.49.Preferredfloweritemsbyconsumersanddevelopmentpromotedthingsasgiftsbyretailers.
• Fig.50.Preferredfloweritemsasgiftsbygendersofconsumers.