Market channel selections by US nursery plant producers: a multivariate nonparametric fractional regression analysis

Abstract

ABSTRACTAvailability of market channel alternatives has helped the growth of ornamental plant sales in the United States. To identify the factors affecting the choice and allocation of outputs to different market channels by nursery producers, we first use a mixture of experts model to select clusters of homogenous subpopulations of US nursery producers based on a 2009 National Nursery Survey. The impact of growers’ business characteristics on shares of sales to these channels was estimated using multivariate parametric and nonparametric fractional regression models. Specification tests indicated a nonparametric model was superior to a parametric model in some clusters. Important explanatory variables affecting the sales volume to different channels were sales of plant groups, kinds of contract sales, promotional expenses, and farm size. Results indicated the existence of clear market segmentation of nursery producers in the United States.