Analysis of Domestic and Overseas Marketability for Revitalization of Exports of Cut Flowers and Chrysanthemums Produced in Korea

This study was conducted to establish marketing strategies for promoting domestic distribution and exportation of cut flowers and Chrysanthemum flowers by identifying the state of flower consumption of different countries. The survey was done to people in their 20s–60s who have purchased flowers over the past three years. The countries surveyed were South Korea, Australia, Japan, and Vietnam, with 100 people surveyed in each country. In most countries surveyed, most people purchased flowers in their 30s, while the people in Japan purchased it in their 50s and 60s. In Vietnam, 76 percent of the cases were purchased more than six times annually, while the other surveyed countries had less than five times a year. The most important things to consider when purchasing flowers were freshness, color, and price. The most preferred Chrysanthemum flower size was 4.5–8 cm in all countries. As for Chrysanthemum types, Vietnam had almost similar preferences for standard, spray, and mixed types, while the other countries preferred mixed types. For spray type, the flower shape of Double was the most preferred in all countries. For standard type, the shapes of Semi-Double, Pompon, and Double were generally highly preferred. The most preferred colors were white, yellow, and pink, with generally low preferences for green. The results of this study could be the basis for developing customized varieties and establishing marketing strategies for each country.