Market Segmentation of Supermarket Floral Customers

Behe, Bridget K.; Prince, T. A.; Tayama, Harry K.

doi:10.21273/hortsci.27.5.459

Cited by 12 publications

(9 citation statements)

References 6 publications

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“…Behe et al (1992a) developed profi les of consumer groups who purchased fl oral products from supermarkets by using cluster analysis. Principal component analyses of results of fl oral product consumers surveyed in supermarkets identifi ed factors that were useful in market segmentation and were used to defi ne fi ve market segments of supermarket-fl oral customers (Behe et al, 1992b). Berghage and Wolnick (2000) surveyed consumers to gain insight into preferences for fl ower and leaf color in new guinea impatiens (Impatiens hawkeri).…”

Section: Production and Marketing Reportsmentioning

confidence: 99%

Consumer Survey of Selected Garden Chrysanthemum Cultivars in Mississippi

Posadas¹,

Coker²,

Knight³

et al. 2006

horttech

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The objective of this survey was to determine the levels of liking and willingness to pay for selected garden chrysanthemum (Dendranthema ×grandiflorum) cultivars, and to measure relative infl uence of socioeconomic characteristics on consumer preferences and valuations. The survey was conducted during the 2003 Fall Flower and Garden Fest at the Truck Crops Experiment Station in Crystal Springs, Miss. Nine garden chrysanthemum cultivars were presented to 579 survey participants in three pot sizes. Respondents preferred `Mithra Maroon', `Venus Purple', `Amory Yellow White', `Adonis Purple', and `Road Runner Bronze' more than `Night Hawk Lemon', `Freya Salmon', `Amata Purple', and `Starlet Ivory'. Of the five preferred cultivars, however, respondents were willing to pay more for `Mithra Maroon', `Road Runner Bronze', and `Amory Yellow White'. Consumers of White or Caucasian origin liked the cultivars less and were willing to pay less for them as compared to other respondents who reported other racial origins, primarily Native Americans and African Americans. The levels of liking for the cultivars were similar for participants of different gender classification, but female respondents were willing to pay more for the cultivars. Respondents who previously bought chrysanthemums reported higher level of liking for the cultivars but were not willing to pay more for them. Participants who were interviewed on Saturday liked the cultivars more but were willing to pay less than those who were interviewed on Friday. Larger-sized households tended to like the cultivars less and were not willing to pay more for the cultivars. Respondents did not like the cultivars in larger-sized pots and were not willing to pay more for plants in larger-sized pots included in the survey.

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Section: Production and Marketing Reportsmentioning

confidence: 99%

Consumer Survey of Selected Garden Chrysanthemum Cultivars in Mississippi

Posadas¹,

Coker²,

Knight³

et al. 2006

horttech

View full text Add to dashboard Cite

show abstract

“…Behe, Prince, and Tayama () segmented supermarket floral consumers on the basis of two demographic characteristics and floral‐purchase factors including their attitudes toward floral products, types of products purchased, and the uses of floral‐product purchases. Another study (Behe, Prince, & Tayama, ) identified principal factors that affect consumers’ floral purchase decisions in supermarkets, which include product selection, store location, occasion, and individuals’ psychometric characteristics. Palma, Hall, and Collart () investigated plant‐specific and socio‐demographic factors affecting the frequency of purchase for ornamental plants.…”

Section: Introductionmentioning

confidence: 99%

Ornamental Plants in the United States: An Econometric Analysis of a Household‐Level Demand System

Hovhannisyan

Khachatryan

2016

Agribusiness

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This study provides an empirical analysis of demand for a large group of ornamental plants using a theorybased demand model. Specifically, consumer preferences are represented by the Almost Ideal Demand System where allowance is made for demand censoring. Given that revealed-preference data are usually limited to certain ornamental plants and geographical locations, we exploit unique hypothetical purchase data collected via an online survey regarding 16 annual, perennial, and foliage plants from across the United States. The effect of various socio-economic and demographic factors on demand for plants is quantified. Our findings indicate that ornamental plants are predominantly price-elastic with foliage plants being more price-responsive vis-a-vis other plant categories. Further, a majority of plants are expenditureelastic with the estimates of foliage plants manifesting the greatest variability. Finally, plants in the same category appear to be closer substitutes. Results benefit ornamental plant industry stakeholders as they determine the best pricing strategies in their specific markets. C 2016 Wiley Periodicals, Inc.

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“…In a study of consumer purchases of floral products in supermarkets, Behe et al (1992a) determined that care and handling instructions and floral longevity were important product attributes for some demographic groups, such as ''educated mothers.'' These researchers later reported that knowledge of postharvest care for cut flowers added value to a floral arrangement (Behe et al, 1992b).…”

mentioning

confidence: 99%

Increased Knowledge about Floral Preservatives Influences Consumers’ Perception of the Quality and Value of a Floral Arrangement Purchase

Jenkins

Williams

Brannon

2013

hortte

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This research examines whether knowledge about floral preservatives increases consumers’ perception of quality, purchase intention, and price of a floral arrangement. A survey was administered to 222 participants at two locations in Manhattan, KS. Seventy-three percent of respondents fell within Generation Y (18 to 30 years old). The survey instrument presented four levels of presentation of a floral arrangement that were associated with increasing knowledge about the use of floral preservatives on consumers’ perceptions about the quality and price of that arrangement, as follows: Level 1 showed a photo of a floral arrangement without preservatives; Level 2 showed the same photo of a floral arrangement with a small, unlabeled packet of preservatives; Level 3 showed the same photo of a floral arrangement with a large, clearly labeled packet of preservatives; and Level 4 showed the same photos as Level 3 but was presented after a 191-word message describing the three functions of floral preservatives. Participants of the survey rated the quality of a floral arrangement higher from Level 2 (presence of floral preservatives not explicit) to Level 3 (presence of floral preservatives explicit) and from Level 3 to Level 4 (after reading a message about floral preservatives’ function and effectiveness). Their intent to purchase the floral arrangement generally increased with each level of presentation. Females indicated intention to purchase flowers more frequently than males. Participants increased the price that they were willing to pay for the floral arrangement at each level of presentation, starting at $25.46 at Level 1 (no floral preservatives use indicated) to $29.19 at Level 4. Participants were more knowledgeable about the benefits of floral preservatives and believed that floral preservatives increased the value of floral arrangements after reading a message describing their function and effectiveness more so than before reading a message. The younger the respondent, the more willing they were to pay more for floral arrangements with floral preservatives. As consumers become more aware of the use of floral preservatives and more knowledgeable about how and why they are effective, they attribute higher quality to floral arrangements with preservatives, they are willing to pay more for arrangements with preservatives, and their purchase intention frequency increases. Florists should always use preservatives in their processing and construction of fresh floral arrangements, consider providing a message about the function and effectiveness of floral preservatives to their customers, and then market their use of these materials.

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Market Segmentation of Supermarket Floral Customers

Cited by 12 publications

References 6 publications

Consumer Survey of Selected Garden Chrysanthemum Cultivars in Mississippi

Consumer Survey of Selected Garden Chrysanthemum Cultivars in Mississippi

Ornamental Plants in the United States: An Econometric Analysis of a Household‐Level Demand System

Increased Knowledge about Floral Preservatives Influences Consumers’ Perception of the Quality and Value of a Floral Arrangement Purchase

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