Assessing Pennsylvania Consumer's Gardening Experiences and Interests to Develop Marketing Strategies for a State Plant Promotional Program

Abstract

Gardeners can provide the best insight to their gardening experiences and interests. In order to identify potential buyers of the state plant promotional program, Pennsylvania Gardener Selects (PGS), an intercept survey with 243 participants was conducted at the Philadelphia Flower Show on 6-7 Mar. 2003. Objectives were to better understand Pennsylvania consumer's: current gardening related shopping habits; where they obtain gardening information; and their motives and limitations for pursing gardening. Responses were analyzed to identify potential consumer segments who might purchase PGS plants. Participants with an income >$50,000 (55%) are more likely to gather their gardening information from a university website than those with an income <$50,000 (39%). Respondents with a college education (59%) reported that time was the limiting factor when gardening as compared to those with only a high school diploma (44%). Survey responses were also analyzed using Cluster Analysis, which generated three distinct consumer segments: “Novice Gardener” (consumers with limited experience in gardening), “Non-Gardener” (consumers who prefer not to garden), and “Avid Gardener” (consumers who spend the majority of their leisure time gardening). “Avid Gardeners” are likely to purchase plants evaluated for Pennsylvania (average response of 6.5; scale 1 to 7) and 73% have purchased Pennsylvania products. They also are more likely to purchase their landscape plant material at local nurseries/garden centers (82%) than the other segments (68%). Based on the results it can be assumed that “Avid Gardener” could be a potential market for PGS plants. A marketing strategy for reaching this audience may consist of promotions at local nurseries/garden centers along side other Pennsylvania-grown products.