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Generation X and Generation Y. An approach of consumption values toward roses in the South of the State of Mexico

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  • Rodriguez, J.
  • Hernandez, J.
  • Quevedo, D.

Abstract

This paper analyzes the consumer behavior of rose in the State of México, by evaluating perceptions. The objective of this study is to find out the role of each specific factor in the behavioral process that determine consumer perception toward roses. The difference in the rose consumption value is also compared in this study for consumer groups of people of different ages (Generation X and Generation Y). A total of 299 valid questionnaires from a consumer were used for the statistical analysis. The statistical results of the factor analysis revealed that perception, knowledge, service, perception, quality and daily life were the main consumption attributes in relation to roses. The results showed that perception of roses and knowledge are important attributes for Generation X. Also, the results indicate that Generation Y consumers view the price as the most important attribute at the moment to purchase roses, followed by the service.

Suggested Citation

  • Rodriguez, J. & Hernandez, J. & Quevedo, D., 2015. "Generation X and Generation Y. An approach of consumption values toward roses in the South of the State of Mexico," 2015 Conference, August 9-14, 2015, Milan, Italy 210968, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae15:210968
    DOI: 10.22004/ag.econ.210968
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    References listed on IDEAS

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    1. Palma, Marco A. & Ward, Ronald W., 2010. "Measuring Demand Factors Influencing Market Penetration and Buying Frequency for Flowers in the U.S," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 13(1), pages 1-18, February.
    2. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
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