South African consumers’ selection criteria for ornamental plants: a market perspective

Abstract

The considerations of South African consumers in the ornamental plant sector can be interpreted as selection criteria and be used as a marketing tool to increase the use of indigenous plants for ornamental purposes locally. A countrywide survey was undertaken by sending questionnaires to role players in the formal ornamental plant industry. The data generated was statistically analysed to indicate market trends. The findings showed that modern-day consumers’ usually expect the new plant acquisitions to offer rapid results after planting, require low maintenance and complement their lifestyles. Consumers are often in search of new plant varieties and require more detailed information about the purchased plants. Further key plant attributes include attractive appearance, plant shape and size suitable to the intended surroundings, decent leafing and attractive flowering properties, and plants that attract wildlife. Consumers also value plants’ performance attributes such as longevity, a visual statement of good quality, good garden performance, and robust resistance to pests and diseases.