Abstract
Some consumer preference studies show that red is the most popular flower color. Most data analyses were univariate. Conjoint analysis allows simultaneous determination of attribute preferences without all alternatives being shown. Our purpose was to determine consumer preferences for geranium flower color, leaf variegation, and price simultaneously using conjoint analysis. Two-hundred and four consumers shopping at two Montgomery, Ala., garden centers in Apr. 1993 rated 25 composite geranium photographs. A lavender geranium, `Danielle', with green and white leaf variegation priced at $1.39 was most preferred. Flower color was most important in the purchase decision, followed by price. Leaf variegation was a minor consideration in the purchase decision.
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