Hedonic Perception and the Development of Competitive Market Structures in Floral Markets

In this paper the role of hedonic preferences and perceptions are explored and their contribution towards understanding the nature of the competitive forces operating between floral products within an assortment is assessed. Following a review of the competitive market structure literature, the methodology adopted in this study is outlined and the relationship between choice, the hedonic perceptions that consumers associate with floral products and various patterns of competitiveness is examined. The paper concludes by discussing the theoretical and managerial implications of this research.



Citation:

Peter Oppenheim (2007) ,"Hedonic Perception and the Development of Competitive Market Structures in Floral Markets", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 371-378.

Authors

Peter Oppenheim, Deakin University, Australia



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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