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

Abstract

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.