The Floral Marketing Fund ( FMF ) , in partnership with the Vineland Research and Innovation Centre and the University of Guelph , are give the last results from a new study on consumers ’ perceived economic value of nursery plants – focusing specifically on garden center consumers in both the US and Canada . The findings are being presented through anupcoming webinar on January 27thand the terminal report . The report takes an in - depth look at what industrial plant features such as length of service , plenty size , and care public convenience increase the value of plant for the consumer . The resultant provide counseling not only for garden centers but for retailer and wholesaler through value - free-base pricing , informing armory selection , and apportion strategy on how to commercialize other calibre features to consumer .
The study was funded through the FMF and conduct by researchers Dr. Alexandra Grygorczyk and Dr. Amy Bowen of the Vineland Research and Innovation Centre and Dr. Juan Wang of the University of Guelph with industry support and direction from the Canadian Nursery and Landscape Association and Landscape Ontario . The projection had three phase angle of data assemblage : 1 ) Path to purchase interview at garden centers in 2020 . 2 ) Online survey of both Canadian and US consumers . 3 ) In - mortal vs. online shopping experience interviews in 2021 .
“ This comprehensive and in - depth report provides a short ton of worthful information on what influences consumer ’ purchasing behaviors both in - store and online . In particular , the results show several marketing opportunity to increase sales and encouraging responses from consumer with regards to willingness to pay allowing for pricing flexibility , ” remark the FMF ’s Communications Manager , Karin Krause .
Some key finding of thereportinclude :
vast chance with pricingPrice was often an rethink , with 34 % of people not noticing the price at all and another 34 % noticing the price but take not to make any price comparing with other plant in the memory . This affords the industry flexibility in pricing . Willingness to pay is broadly speaking eminent for more utilitarian industrial plant features with Canadian consumer , in particular , looking for hardiness margin and specific bloom clip . Both in - memory board and online , consumers are also willing to pay more for ware warranty and easy returns .
For more information : University of Guelphwww.uoguelph.ca
Floral Marketing Fundwww.floralmarketingfund.org
Frontpage pic : © Stephen Denness | Dreamstime
