FACTORS AFFECTING CONSUMERS’ BEHAVIOR IN BUYING DECISION PROCESS WHEN PURCHASING FLOWER BOARDS

This research aimed at finding out the customers' preference to purchase styrofoam and paper flower boards and to find out factors influencing customers to purchase flower boards. Four main factors could be affecting the customer's behavior. They are cultural, social, personal, and psychological factors. To find which factors affect the most, this study used a qualitative research method which is conducted by doing interviews with ten loyal customers in Tina S. Hadi Florist. All of these factors are affecting the buying decision of flower board customers. The most affecting factor is psychological factor followed by cultural factors, personal factors, and last, social factors. This research concluded that all customers have their own preferences, so there is no certain type of flower board that attracts the majority of buyer