An Exploratory Study of Garden Center Selection For Landscape Plants

Abstract

Abstract An exploratory study employing qualitative research methods was conducted to identify the criteria customers use in selecting retail outlets for landscape plants. A small convenience sample of subjects residing in Atlanta, Athens, and outlying areas of Georgia were asked where they purchased landscape plants and why they chose particular retail outlets. Findings suggested that choice of retail outlet typically depended on the type of purchase. Many of the participants purchased bedding plants primarily at mass merchandisers, while purchasing larger shrubs, trees, and more unusual plants at garden centers. Customer informational needs appeared to be a major reason for the different retail choices. Based on information obtained through focus group and individual interviews, perceived quality of plants appeared to be of paramount importance for every type of plant purchase, while the importance of price, breadth of assortment, expertise of sales assistants, location, and other factors depended more on particular purchase intentions.