Abstract
A declining number of knowledgeable sales staff in the garden center has increased the importance of signs and tags. Information that is provided by these mechanisms may influence purchasing decisions. Since performance of a plant product in a consumer's yard affects their satisfaction level, it is necessary to effectively assist their information collection and decision process.Horticultural consumer behavior studies regarding information search patterns have not been done before. An experiment using an information display board technique was used. Consumers were first evaluated on numerous consumer attributes. Then they were presented with 6 perennial plants and asked if this is a plant they would purchase for their own yard. The option to collect information about the plant was provided. Finally, consumer response to 11 plant attribute factors was determined. The degree, direction, and sequence of the consumer's information search was recorded and an overall pattern was discovered.
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