Chinese New Year Festival: Exploring consumer purchase intention at the flower market in Macau

The flower market is a traditional event during the Chinese New Year Festival in Macau. Previous research shows that many unplanned purchases are made in such an environment. This study attempts to investigate what factors influence impulse purchase intention at the flower market. A consumer survey was conducted and 250 respondents were interviewed at various popular flower market venues. The results indicate that distinct packaging has the highest influence on impulse purchase intention, followed by healthy product, special price offer, and free sample tasting, while prime location has the least and adverse effect. The findings provide insight for booth retailers in budget allocation for a festival event held once a year and estimation of impulse purchase in accordance with the effect of each marketing mix strategy.