Researchers often investigate consumer preferences by examining variables consecutively, rather than simultaneously. Conjoint analysis facilitates simultaneous investigation of multiple variables. Cluster analysis facilitates development of actionable market segments. Our objective was to identify relative importance and consumer preferences for flower color, leaf variegation, and price of geraniums (Pelargonium ×hortorum L.H. Bail.) and to identify several actionable market segments. We also evaluated the desirability of a hypothetical blue geranium. Photographic images were digitized and manipulated to produce plants similar in flower area, but varying in flower color (red, lavender, pink, white, and blue), leaf variegation (plain green, dark green zone, and white zone), and price ($1.39 to $2.79). Conjoint analysis revealed that flower color was the primary consideration in the purchase decision, followed by leaf variegation and price. A cluster analysis that excluded blue geraniums yielded four actionable consumer segments. When preferences for the blue geranium were included, six consumer segments were identified.

The costs associated with growing, harvesting and marketing strawberries (Fragaria × ananassa) using the plasticulture production system were estimated to be $13,540/acre ($33,457/ha). Net revenue analysis showed that growers would have to charge at least $0.85 and $1.40/lb ($1.87 to $3.09/kg) for pick-your-own (PYO) and prepicked fruit, respectively, and sell 12,000 lb of berries per acre (13,449.9 kg·ha-1) to cover this expense. Break-even analysis indicated that growers would have to charge a PYO price of $0.65/lb ($1.43/kg) and $1.20/lb ($2.64/kg) for prepick berries and sell a minimum of 15,041 lb/acre (16,858.4 kg·ha-1) to cover the projected expenses. However, if a grower received $0.95 and $1.50/lb ($2.09 and $3.31/kg) for the PYO and prepicked fruit, respectively, he/she would only have to sell 10,622 lb of berries per acre (11,905.4 kg·ha-1) to break even. It was assumed that an average of 11.6 lb (5.26 kg) of fruit would be sold to PYO customers and an average of 7.1 lb (3.22 kg) would be sold to customers who visited the fruit stand. Under these assumptions, the breakeven yield of 14,724 lb/acre translates into a requirement to sell fruit to at least 1,539 customers per acre (3,802.8 customers/ha) at the lowest combination of prices while a yield of 10,398 lb/acre converts to a minimum of 1,087 customers per acre (2,685.9 customers/ha) at the higher prices. Customers were also surveyed at direct market operations in Spring 1999 to gain insight into consumer demographic characteristics, why customers select a specific PYO or prepick direct market strawberry outlet, average expenditures per customer, typical driving distances to direct market strawberry operations, and the effectiveness of advertising. Middle age, middle-income customers living within 10 miles (16.1 km) of the farm comprised the largest percentage of customers surveyed at the PYO operations, while middle age, high-income individuals who also live within 10 miles of the fruit stand were the largest group of respondents at the fruit stands. PYO customers spent an average of $10.30, and prepick consumers spent an average of $9.40 per visit. Less than 23% of all the respondents said that advertising influenced their shopping decision while >77% indicated that any type of advertisement did not influence their decision. Overall, convenient location was easily the major reason that customers decided to patronize a specific direct market outlet while personal referrals were second.

Partial budget analysis was used to evaluate soil treatment alternatives to methyl bromide (MeBr) based on their cost-effectiveness in the production of strawberries (Fragaria ×ananassa). The analysis was conducted for two geographical areas: the piedmont and coastal plain area (including North Carolina and Georgia) and the mountain area of western North Carolina, based on 7 years of field test data. The fumigation alternatives evaluated were Telone-C35 (1,3-dichloropropene 61.1% + chloropicrin 34.7%), Telone II (1,3-dichloropropene 94%), chloropicrin (Chlor-o-pic 99% and TriClor EC), InLine (1,3-dichloropropene 60.8% + chloropicrin 33.3%), and metam sodium (Vapam or Sectagon 42, 42% sodium methyldithiocarbamate). The MeBr formulation was 67% MeBr and 33% chloropicrin (Terr-O-Gas) with the exception of the earlier trials where a 98:2 ratio was used. In the piedmont and coastal plain area, the soil treated with chloropicrin showed the best results with an additional return of $1670/acre relative to MeBr, followed by Telone-C35 with an additional return of $277/acre. The projected return associated with shank-applied metam sodium was approximately equal to the estimated return a grower would receive when applying MeBr. Fumigating with drip-applied metam sodium, InLine, and Telone II as well as the nonfumigated soil treatment resulted in projected losses of $2182, $2233, $4179, and $6450 per acre, respectively, relative to MeBr. In the mountain area, all of the alternatives resulted in a projected increase in net returns relative to MeBr. The largest projected increase was $1320/acre for the InLine treatment, while the added returns for the TriClor and Telone-C35 applications were estimated to be $509 and $339 per acre, respectively. The drip-applied metam sodium application resulted in an additional return of $40/acre, and the added revenue for the nonfumigated soil treatment was $24/acre more than MeBr treatment. Although technical issues currently associated with some of the alternatives may persist, results indicate that there are economically feasible fumigation alternatives to MeBr in the production of strawberries in the southeastern U.S.

Partial budget analysis was used to evaluate soil treatment alternatives to methyl bromide (MeBr) based on their efficacy and cost-effectiveness in the production of tomato (Solanum lycopersicum). The analysis was conducted for the mountain tomato production region based on 6 years of field test data collected in Fletcher, NC. Fumigation alternatives evaluated included 61.1% 1,3-dichloropropene + 34.7% chloropicrin (Telone-C35™), 60.8% 1,3-dichloropropene + 33.3% chloropicrin (InLine), 99% chloropicrin (Chlor-o-pic), 94% chloropicrin (TriClor EC), 42% metam sodium (4.26 lb/gal a.i., Vapam), and 50% iodomethane + 50% chloropicrin (Midas). The MeBr formulation was 67% methyl bromide and 33% chloropicrin (Terr-O-Gas). Chloropicrin applied at 15 gal/acre provided the greatest returns with an additional return of $907/acre relative to MeBr. Telone-C35 provided an additional return of $848/acre and drip-applied metam sodium provided an additional return of $137/acre. The return associated with broadcast applied metam sodium was about equal to the estimated return a grower would receive when applying MeBr. Fumigating with a combination of chloropicrin and metam sodium; shank-applied chloropicrin at 8 gal/acre; drip-applied chloropicrin, Midas, or InLine; and the nonfumigated soil treatment all resulted in projected losses of $156/acre, $233/acre, $422/acre, $425/acre, $604/acre, and $2133/acre, respectively, relative to MeBr. Although technical issues currently associated with some of the MeBr alternatives may exist, results indicate that there are economically feasible fumigation alternatives to MeBr for production of tomatoes in North Carolina.

Little consumer research is available to help landscape design and installation businesses develop service marketing strategies. We investigated the effect of three components of a landscape design on the perceived value of a home. This information would be useful in marketing lawn and landscape services to prospective clients. Our objective was to provide a consumer perspective on the value of the components in a ‘good’ landscape and determine which attributes of a landscape consumers valued most. Using conjoint design, 1323 volunteer participants in seven states viewed 16 photographs that depicted the front of a landscaped residence. Landscapes were constructed using various levels of three attributes: plant material type, design sophistication, and plant size. Results showed that the relative importance increased from plant material type to plant size to design sophistication. Across all seven markets, study participants perceived that home value increased from 5% to 11% for homes with a good landscape.