无锡市民家庭园艺消费现状研究

Investigation on current situation of consumption on home gardening in Wuxi residents

在无锡市主要行政区域进行市民家庭园艺消费的基本情况、消费心理、花园中心消费意愿等现状的随机问卷调查。结果表明:有94.8%的市民有购买过植物及花园用品的经历;1～2个月逛1次花市的人占35.2%;而每年花销在植物、园艺资材、养护上主要在100～500元的占47.6%;市民购买家庭园艺产品主要是家庭和个人用;有40.9%的市民更注重家庭园艺产品的外观;绝大多数市民对于城市现有花市的条件不太满意、不太满足;有74.5%的市民愿意尝试去花园中心购物;植物类在花园中心成为消费者的首选;希望通过广告媒体得知花园中心相关园艺产品信息的比例占29.4%。消费水平偏低、消费趋于大众化、现有花市条件的不满意、消费需求多样化、高效宣传渠道的注重、期待如花园中心全新消费环境,已成为无锡市民家庭园艺消费的基本特征。

The random questionnaires to residents about the basic situation of home gardening consumption, consumer psychology, consumption willingness to garden center and other status among seven administrative regions in Wuxi were conducted. The results show that 94.8% of residents have had to buy plants and garden supplies experience; One to two months visiting a flower market accounted for 35.2%; The annual mainly in the 100～500 yuan of spending on plants, gardening materials, maintenance costs accounted for 47.6%; the purpose of residents to buy home gardening products are mainly family and personal use; 40.9% of the people pay more attention to the appearance of home gardening products; most residents are not satisfied from the currently existing conditions of flower market; 74.5% of residents are willing to try to go to shopping at garden center; plants is preferred in garden center for consumers; hoping to know the home gardening products information of garden center by advertising media accounted for 29.4%. Low level of consumption, popular consumption, displeasure with the currently existing conditions of flower market, diversification of consumer demand, efficient communication channels to pay attention, look forward to the new consumer environment such as the garden center has become the basic characteristics of Wuxi residents consumption of home gardening.