Consumer Preferences for Geranium Flower Color, Leaf Variegation, and Price

Abstract

<jats:p>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 (<jats:italic>Pelargonium</jats:italic> ×<jats:italic>hortorum</jats:italic> 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.</jats:p>

Plant traits link people's plant preferences to the composition of their gardens

“…There is a body of research across disciplines identifying a range of factors influencing the occurrence of plants in residential gardens, including attributes of people such as household income (Martin, Warren, & Kinzig, 2004) and cultural background (Fraser & Kenney, 2000), attributes of plants such as flowering (Marco, Barthelemy, Dutoit, & Bertaudière-Montes, 2010) and fruiting (Acar, Acar, & Eroglu, 2007) and physical attributes such as rainfall (Daniels & Kirkpatrick, 2006a). Preference (Behe & Nelson, 1995;Berghage & Wolnick, 2000;TownsleyBrascamp & Marr, 1994) and the related concept of aesthetics (Head & Muir, 2006;Marco et al, 2010) influence people's plant choices. However, there has been little research into the ways that people's preferences for plants actually shape the composition of the plants occurring in their gardens.…”

Consumer Color Preferences for Single-stem Cut Flowers on Calendar Holidays and Noncalendar Occasions

“…Flower color is a primary product attribute for combination planters (Mason et al, 2008), edible flowers (Kelley et al, 2001(Kelley et al, , 2002, geraniums (Behe et al, 1999), and poinsettias (Redman et al, 1997). Robertson and Chatfield (1982) published some of the early consumer research that provided evidence that red flower color was preferred by men and pastel colors by women.…”

“…This was especially true for roses (Hutchison and Robertson, 1979). Both men and women preferred red geraniums (Behe et al, 1999) and poinsettias (Redman et al, 1997), but there was a significant market for a hypothetical blue geranium (Behe et al, 1999).…”

Effect of Variegation on Stem Exudates of Coleus and Life History Characteristics of Citrus Mealybug (Hemiptera: Pseudococcidae)

“…From a horticultural perspective, any negative impacts of variegation on plant growth can be greatly offset by the value of variegated leaves as an important ornamental attribute (Behe et al 1999). As such, variegated plants are widely propagated for ornamental purposes and are reported in 135 plant families (Yokoi and Hioose 1978).…”