Abstract
Using modified conjoint analysis techniques, two separate yet sequential studies were conducted to gain a better understanding of foliage plant consumers and their plant/purchasing preferences. The first study primarily focused on consumers’ perceptions of a foliage plant and various purchasing conditions. The second study focused on accessories featured with a foliage plant in a retail setting. These studies revealed elements that appealed to each study's population as a whole, to specific demographic groups, and to different segments of the overall populations. Through both studies, the concept of buy one, get one free was of strong interest to the majority of participants. Elements related to consumer benefits, such as “this plant has been proven to improve the indoor air quality of your home,” received the highest overall interest in study one, while elements related to plant containers, sleeves, and value garnered high overall interest in study two. Sorting the data by various demographic groups revealed a multitude of differences in consumer preference for foliage plants and plant purchasing experiences, which allow for targeted marketing by foliage plant retailers. K-clustering revealed separate and unique segments in each study. Study one resulted in a larger segment of the sample population (61%) primarily interested in consumer benefits, while the smaller segment (39%) was chiefly interested in plant care. Study two produced a segment (57%) interested in monetary value, as well as a segment (43%) drawn to plants bred by renowned breeders and promoted by sources such as Better Homes and Gardens. These observations will allow nurseries and retailers to customize the plant purchasing experience according to specific consumer preferences, thereby increasing consumer engagement and reinforcing purchasing decisions.
Highlights
In the United States, the foliage component of the floriculture industry continues to be of economic importance
Elements were sorted from highest to lowest interest values (InVs) for the group as a whole (Table 2)
The elements with the highest InVs pertained to benefits of the plant to the consumer, simplicity of plant care, aesthetics, and value
Summary
In the United States, the foliage component of the floriculture industry continues to be of economic importance. In 2014 and 2015, the USDA National Agricultural Statistics Service (NASS) released reports detailing the economic impact of the floriculture industry [1,2]. The total wholesale value of floriculture crops in 15 U.S state programs from 2004 to 2014 averaged over four billion U.S dollars (USD) per year. The wholesale value of foliage plant sales in 2013 totaled $631 million, with 779 producers in 15 states running operations with over $100,000 in sales. In 2014, foliage plant sales were valued at $599 million, with 754 producers from 15 states running operations with over $100,000 in sales. A report on the economic outlook for floriculture crops expects the demand for these crops to increase over the few years based on consumer data and a recovering U.S housing market, which could result in an even greater economic impact [3]
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