Cut flowers whitepaper
Associations related to the sense of happiness that cut flowers evoke in consumers form the most important association cluster for this product group.
This cluster may even be considered the central association to which all other clusters are connected to a greater or lesser degree. This applies to both consumers who buy flowers for themselves and those who buy flowers as a gift. However, France is an exception in this regard. In that country the Love association cluster is the most important when giving flowers.
Consumers who buy flowers more often than average are shown to be a lot more committed to the product than the so-called light buyers. When they talk about flowers, they often say what the product means to them personally. Consumers who buy flowers less often talk about the product in more general terms.