Capturing Consumer Preferences and Interests in Developing a State Plant Promotional Program

Abstract

<jats:p>Two separate studies using intercept survey methodology were conducted to define the components of a state plant promotional program—Pennsylvania Gardener Selects (PGS)—based on consumer preference and appeal. The first study, conducted 6 and 7 Mar. 2003 at the Philadelphia Flower Show in Philadelphia, Pa., involved 243 Pennsylvanians. Objectives were to define current gardening-related shopping habits, sources of gardening information, motives and limitations for pursuing gardening, and history of purchasing other Pennsylvania products. Responses were analyzed using cluster analysis to identify consumer–gardener segments that would potentially purchase PGS plants. Three distinct consumer segments were generated: “Novice Gardeners” (consumers with limited experience in gardening), “Casual Gardeners” (consumers with limited confidence in their gardening knowledge), and “Avid Gardeners” (consumers who express great interest in gardening). “Avid Gardeners” exhibited a greater level of interest in purchasing plants evaluated for Pennsylvania (average response, 6.5; based on a scale of 1 to 7, where 1 is very unlikely and 7 is very likely), with 73% indicating that they had purchased Pennsylvania products; hence, they were a potential market for PGS plants. The second study, conducted 8 to 10 Mar. 2004 at the Philadelphia Flower Show involved 250 Pennsylvanians. Objectives for this study were to define consumer brand and product preferences, including container colors for the PGS program, plant tag style/color, and retail price (based on a scale of 1 to 7, where 1 is very unlikely to purchase and 7 is very likely to purchase), as well as brand attributes these consumers valued. Responses were analyzed using conjoint analysis. Participants awarded the highest utilities to the white container with a black-and-white PGS logo (0.1149), keystone-shaped tag with color image and PGS logo (0.1099), and a retail price of $1.98 (0.4751). Spearman's rho was used to identify relationships among existing and related brand attributes. Correlations between participants’ response to brand attributes, including locally grown, ideal for local conditions, quality assurance, and independent testing program, as well as plant guarantee and publication with gardening tips, suggest that promotional materials should emphasize and include these qualities. Results from these studies indicate that there is interest in a state plant promotional program for Pennsylvania. To use resources wisely, consumers classified as “Avid Gardeners” would be the most appropriate to target first. To attract consumer attention and encourage purchasing at a retail outlet, containers and plant tags should have distinctive colors, and brand attributes and resulting consumer benefits should be emphasized on promotional materials.</jats:p>

Consumer preferences for organic production methods and origin promotions on ornamental plants: evidence from eye-tracking experiments

“…Regarding origin, in‐state and domestic origins improved participants’ PL when compared to imported origins, supporting hypothesis 2. The origin coefficient estimates are consistent with previous research (Anella et al., ; Xie et al., ; Yue et al., ; Wehry et al., ). High VOC removal increased PL when compared to no VOC removal that is consistent with Solano ().…”

“…State promotion programs have been shown to improve plant sales by 81% (Anella et al., ) and increase consumer willingness‐to‐pay (WTP) by 10% (Collart et al., ). State promotion programs have successfully increased ornamental plant sales in Oklahoma (Anella et al., ) and Pennsylvania (Wehry et al., ).…”

Consumer Response to Novel Indoor Foliage Plant Attributes: Evidence from a Conjoint Experiment and Gaze Analysis

“…Due to these perceived benefits, consumers are willing to pay 10% to 170% more to obtain locally produced foods (Adams and Salois, 2010). However, few studies have addressed origin with ornamental plants and those studies have primarily focused on state-specific promotional campaigns, sales, and willingness to pay (Anella et al, 2001;Collart et al, 2010;Curtis and Cowee, 2010;Wehry et al, 2007;Winter et al, 2001;Yue et al, 2011a). Anella et al (2001) found the ''Oklahoma Proven'' plant campaign increased landscape plant sales by 81%.…”

“…Similarly, Curtis and Cowee (2010) determined Nevada homeowners were willing to pay a 14% premium for origin-certified (NevadaGrown) native plants. Local plants are perceived as being acclimated to the local environment and thus are more likely to survive (Curtis and Cowee, 2010;Wehry et al, 2007). State and local promotional programs positively impact consumer preferences for ornamental landscape plants, but do these benefits extend to indoor foliage plants?…”

Garden Consumers' Behavior and Attitudes Toward Woody Plants and Water Conservation in Two Selected Communities

“…The participants were sorted into nine segments in this study and it was determined that, similar to previous studies (Behe et al 2010, this segmentation was valuable in that it uncovered diff erences among the groups in ecopractices and preference for production practices, container types and production origin. Another study where clusters were determined based on information other than output from a conjoint analysis was Wehry et al (2007), in which select Pennsylvania gardeners were administered a survey at the Philadelphia Flower Show. Segments were divided based on participants' answers to four survey questions, uncovering their interest and history in purchasing locally-produced products, their product evaluations, and their perceived horticultural ability and knowledge.…”