FACTORS INFLUENCING CONSUMER BUYING PATTERN TOWARDS ORNAMENTAL PLANTS IN THE LIGHT OF COVID-19 IN GENERAL SANTOS CITY

The study was conducted in General Santos City from October to December 2021 to determine the factors influencing the buying patterns of ornamental plants customers. With the use of Lwanga method, 190 respondents were determined. The data acquired were analyzed using descriptive statistics. The researcher also used regression analysis to determine the different factors affecting consumer buying pattern.
Results shows that majority of the consumers were female who belong to the middle income class CD and lower income class E. The products that gardeners offer to consumer are primarily pots, garden soil and coco poll. Moreover, most consumer prefer alocasia, caladium, monstera and anthurium. Results reveal that consumers are multiple selector since they purchase different type of ornamental plants two or more. As to the frequency of purchase, the consumer purchase ornamental plants four or five times per month and the reason for this repeat buying is for decorations and self-use. On the other hand, the problem that most of the consumers encountered are pests and disease and maintenance.
The factors influencing consumer buying pattern are: age, income, gender, educational attainment and occupation. However with the use of multiple regression analysis, income is the only factor that significantly affect the buying pattern of the consumer.
Based on the result of the study, the researcher recommend that sellers and producers will market those ornamental plants that are high in demand such as alocasia, caladium, monstera and anthurium. Also, the government should provide assistance to the sellers, retailers and producers such as proper training and seminars on how to combat pest and diseases since most of the consumers encountered it as a problem.