A STUDY ON CONSUMER BUYING BEHAVIOUR IN THE FLOWER MARKET OF MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

This study examines consumer buying behaviour in the flower market of Madurai, a city renowned for its vibrant floral trade and deep cultural association with flowers. The research aims to identify the key factors influencing consumer preferences, purchasing patterns, and satisfaction levels within the local flower market. Primary data were collected through structured questionnaires administered to consumers across major flower-selling areas, while secondary data were gathered from journals, reports, and market records. The study analyses demographic variables such as age, gender, income, and occupation to understand their impact on buying decisions. It further explores factors such as price sensitivity, freshness, fragrance, quality, seasonal availability, religious and cultural significance, and vendor relationships. Findings indicate that flowers are primarily purchased for religious rituals, weddings, festivals, and daily personal use. Freshness and price emerge as the most influential determinants of purchase decisions, while traditional preferences and emotional attachment significantly shape brand and vendor loyalty. The research highlights the importance of maintaining quality standards, competitive pricing, and strong customer relationships to sustain market growth. The study provides insights for vendors and policymakers to enhance marketing strategies and improve overall consumer satisfaction in Madurai’s flower market.

References

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Keywords

Consumer Buying Behaviour, Flower Market, Madurai City, Purchase Decision Factors, Customer Satisfaction.