Investigation On Home Gardening Consumers Purchasing Behavior Based On 'hongyue-garden Maker' Chain Garden Center

This paper illustrates comprehensive, objective and accurate information on characteristic, demandand present situation of purchasing, and consumption psychology effected by different influencingfactors of consumers in 'Hongyue·Garden Maker' Chain Garden Center, through large and standardizedmarket research. The results of the investigation can be used as a valuable reference to the promotion ofChinese garden center and the home gardening industry.First of all, purchasing behavior and its influence factors, status of development and consumptionmarket situation in home gardening industry are reviewed. Meanwhile, the general situation, operationand management philosophy and development target in 'Hongyue·Garden Maker' Chain Garden Centerare summarized.Secondly, questionnaire investigation and analysis were conducted among consumers in'Hongyue·Garden Maker' Chain Garden Center with about basic condition, question selection, purchaseinformation, influencing factors and purchase evaluation. Meanwhile, the differences of purchasingbehavior and psychology are analyzed based on gender, age, educational background and family size, aswell as product familiarity, price familiarity, information acquisition and satisfaction evaluation. Basedon this analysis, the behavior and psychology of consumption patterns and influencing factors arecharacterized.Finally, countermeasures and suggestions of promoting development of garden center and fosteringof consumption market to government, associations and garden center are discussed.In government and associations: the government and associations should be committed to thedevelopment of the garden center by taking some measures, and the visibility of garden center iselevated and the consumptive demand is advocated by propagandizing related information of gardencenter widely, and also, the product quality certification and inspection must be strengthened in order toimproving the market supervision system better.In garden center: the training of professional quality should first be given attention by themanaging service staff in garden center. Then, supervision of product quality must be strictly observedin order to promote garden center brand successfully, as well as the construction of the modern logisticsand service system can help to develop chain marketing mode. Meanwhile, pricing mechanism and salespromotion should be strengthened to foster consumption market. At last, to promote marketing strategyof garden center is importance by consumption market research and analysis.