Consumer Preferences for Geranium Flower Color, Leaf Variegation, and Price in Five U.S. Markets

Consumers in five U.S. markets evaluated photographs of geranium plants with regard to purchase likelihood. Photographic images were colored electronically to produce uniform geranium plants with five flower colors (pink, white, red, lavender, and blue) and three leaf variegation patterns (dark zone, white zone, and no zonal pattern). Photographs were mounted on cards with five selected price points ranging from ($1.39 to $2.79). We randomly generated an orthogonal array, partial-factorial design for consumers to rate a reduced number of choices. Consumers shopping in cooperating garden centers located in Dallas, Texas; Montgomery, Ala.; Athens, Ga.; Charlotte, N.C.; and Wilmington, Dela., rated 25 photographs on the basis of their likelihood to purchase the plants shown. Conjoint analysis revealed that customers in the Georgia garden center placed the highest proportion of their decision to buy on leaf variegation (29%), while customers in the Alabama outlet placed the most emphasis on price (46% of the decision). Shoppers in Texas valued flower color most highly (58% of their decision to buy). Demographic characteristics and past purchase behavior also varied widely, suggesting diverse marketing strategies for geraniums.

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Consumer Preferences for Geranium Flower Color, Leaf Variegation, and Price

HortScience ◽

10.21273/hortsci.34.4.740 ◽

1999 ◽

Vol 34 (4) ◽

pp. 740-742 ◽

Cited By ~ 19

Author(s):

Bridget Behe ◽

Robert Nelson ◽

Susan Barton ◽

Charles Hall ◽

Charles D. Safley ◽

...

Keyword(s):

Cluster Analysis ◽

Conjoint Analysis ◽

Consumer Preferences ◽

Flower Color ◽

Market Segments ◽

Photographic Images ◽

Leaf Variegation ◽

Green Zone ◽

Multiple Variables ◽

Dark Green

Researchers often investigate consumer preferences by examining variables consecutively, rather than simultaneously. Conjoint analysis facilitates simultaneous investigation of multiple variables. Cluster analysis facilitates development of actionable market segments. Our objective was to identify relative importance and consumer preferences for flower color, leaf variegation, and price of geraniums (Pelargonium ×hortorum L.H. Bail.) and to identify several actionable market segments. We also evaluated the desirability of a hypothetical blue geranium. Photographic images were digitized and manipulated to produce plants similar in flower area, but varying in flower color (red, lavender, pink, white, and blue), leaf variegation (plain green, dark green zone, and white zone), and price ($1.39 to $2.79). Conjoint analysis revealed that flower color was the primary consideration in the purchase decision, followed by leaf variegation and price. A cluster analysis that excluded blue geraniums yielded four actionable consumer segments. When preferences for the blue geranium were included, six consumer segments were identified.

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CONSUMER PREFERENCE FOR LEAF VARIEGATION, FLOWER COLOR, PRICE AND USE OF NEW GUINEA IMFATIENS

HortScience ◽

10.21273/hortsci.27.6.606c ◽

1992 ◽

Vol 27 (6) ◽

pp. 606c-606

Author(s):

Harvey J. Lang ◽

Nancy Howard Agnew ◽

Bridget K. Behe

Keyword(s):

Consumer Preferences ◽

Consumer Preference ◽

Flower Color ◽

New Guinea ◽

Marketing Strategies ◽

Leaf Variegation ◽

Intercept Survey ◽

Plant Characteristics ◽

Mother’S Day ◽

New Guinea Impatiens

Determining consumer preferences for specific plant attributes and plant use can assist in the development of breeding program objectives and marketing strategies. Consumers in Ames, Iowa participated in an intercept-survey to determine their knowledge of, use of, and preference for several varieties of New Guinea Impatiens (Impatiens × hawkeri). Of the population surveyed, 44% had never seen New Guinea Impatiens. Of those that had previously purchased New Guineas, 40% purchased their plants from a retail greenhouse. Outdoor container plantings were the preferred use of New Guinea Impatiens. Mother's Day was chosen by 88% of the respondents as the most appropriate holiday for a gift purchase. Considering plant characteristics, consumers rated condition of the plant as the most important attribute, followed by flower color, flower number, and price. Consumers were asked to rate plants on display comprised of three factors: flower color, leaf variegation, and price. MANOVA was used to determine the most important factor and the trade-off consumers made when expressing a preference for one plant over another.

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CONSUMER PREFERENCES FOR GERANIUM FLOWER COLOR AND LEAF VARIEGATION

HortScience ◽

10.21273/hortsci.30.3.440a ◽

1995 ◽

Vol 30 (3) ◽

pp. 440a-440

Author(s):

J.J. Hudson ◽

R.G. Nelson ◽

B.K. Behe

Keyword(s):

Conjoint Analysis ◽

Consumer Preferences ◽

Consumer Preference ◽

Flower Color ◽

Purchase Decision ◽

Data Analyses ◽

Leaf Variegation ◽

White Leaf ◽

A Minor

Some consumer preference studies show that red is the most popular flower color. Most data analyses were univariate. Conjoint analysis allows simultaneous determination of attribute preferences without all alternatives being shown. Our purpose was to determine consumer preferences for geranium flower color, leaf variegation, and price simultaneously using conjoint analysis. Two-hundred and four consumers shopping at two Montgomery, Ala., garden centers in Apr. 1993 rated 25 composite geranium photographs. A lavender geranium, `Danielle', with green and white leaf variegation priced at $1.39 was most preferred. Flower color was most important in the purchase decision, followed by price. Leaf variegation was a minor consideration in the purchase decision.

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Modelling and Analyzing Consumer Behaviour Employing Observational Data

International Journal of Food and Beverage Manufacturing and Business Models ◽

10.4018/ijfbmbm.2018010103 ◽

2018 ◽

Vol 3 (1) ◽

pp. 42-57

Author(s):

Yuliia Kyrdoda ◽

A.Malek Hammami ◽

Drakos Periklis ◽

Panagiotis Kaldis

Keyword(s):

Decision Making ◽

Logistic Regression ◽

Regression Model ◽

Logistic Regression Model ◽

Consumer Behaviour ◽

Explanatory Power ◽

Demographic Characteristics ◽

Marketing Strategies ◽

Purchase Behavior ◽

Factors Affecting

The purpose of this article is to investigate and model retail consumer purchase behavior and determine factors affecting the purchasing decision. The following hypotheses were verified: H1 tests the influence of “Decision-making Time” over “Final Purchase”. H2 tests “Promotion” over “Final Purchase”. H3, H4 and H5 were established to test the influence of demographic characteristics (respectively: Age, Nationality, Gender) over “Final Purchase”. SPSS 23 was used to analyze the collected data from the observations completed in the supermarket. In order to identify the explanatory power of the variables, a Logistic Regression model was developed. Empirical findings indicated that demographic characteristics (Age, Nationality, Gender), as well as “Time” and “Promotion,” have a significant effect on “Purchase” and that “Time” has a greater impact on “Purchase.” These results could be used to design marketing strategies in order to increase sales. However, a few limitations occurred during the study such as observation timing, the unicity of location and observers' subjectivity.

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Color and Marbling as Predictors of Meat Quality Perception of Argentinian Consumers

Foods ◽

10.3390/foods10071465 ◽

2021 ◽

Vol 10 (7) ◽

pp. 1465

Author(s):

María Laura Testa ◽

Gabriela Grigioni ◽

Begoña Panea ◽

Enrique Pavan

Keyword(s):

Choice Behavior ◽

Online Survey ◽

Consumer Preferences ◽

Demographic Characteristics ◽

Marketing Strategies ◽

Meat Color ◽

Beef Quality ◽

Chaid Analysis ◽

Healthy Nutrition ◽

Beef Color

In Argentina, color and intramuscular fat are the main attributes of raw beef quality; however, it is necessary to clarify how consumers use them, in order to establish different marketing strategies. Consumer preferences are affected by multiple factors. Thus, the objective of the present study was to identify the Argentinian consumer’s choice behavior regarding beef color and fat content. An online survey was carried out in Argentina. It inquired about socio-demographic characteristics, purchase and consumption habits and beliefs, showing pictures related to color, marbling and the amount of fat. Choice behavior was evaluated by asking why consumers chose a particular picture out of the ones shown. Several Kruskal–Wallis tests evaluated the different hypotheses. Three different decision trees using the CHAID analysis method were created. Multifactorial analysis was carried out for clustering consumers. Regarding consumer beliefs, 90% of the respondents agreed with the sentence, “The two main characteristics defining beef quality at purchase time are meat color and marbling”. Socio-demographic characteristics affected purchase habits and beliefs; they also affected perceptions about meat color and marbling. It was possible to build three consumer groups for future marketing strategies: “hedonic” focused on a pleasing sensory experience, “appearance” prioritized the visual aspects, and the “health-conscious” consumers were interested in their healthy nutrition.

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Intramural Sport Marketing: An Examination of Effectiveness, Participant Motives, and Demographic Differences

Recreational Sports Journal ◽

10.1123/rsj.2014-0039 ◽

2014 ◽

Vol 38 (2) ◽

pp. 175-187 ◽

Cited By ~ 1

Author(s):

Joseph Ciuffo ◽

James E. Johnson ◽

Daniel R. Tracy

Keyword(s):

Professional Sports ◽

Sport Marketing ◽

Demographic Characteristics ◽

Marketing Strategies ◽

Demographic Differences ◽

Intramural Sports ◽

Marketing Resources ◽

Intramural Sport ◽

Targeted Marketing ◽

Participation Motives

Intramural sports exist as a relevant entity in the recruitment and retention of college students (Byl, 2002). The popularity of intramural sport has caused university recreational departments to increase intramural opportunities, thus increasing the need for more targeted marketing efforts. However, marketing strategies for intramural sport are not as refined, funded, or as thoroughly researched as strategies found within intercollegiate and professional sports (Schneider, Stier, Kampf, Wilding, & Haines, 2007). Therefore, in the current study, we examined the effectiveness of 10 intramural marketing techniques in relation to four participation motives and demographic characteristics for 208 intramural participants. Results revealed promotional items as the most effective marketing technique, whereas social media was the least effective. Regarding gender, men were more motivated by discounts, and women participated more for fitness. Our results could aid intramural sports coordinators to better use their marketing resources in relation to participant motives and avoid erroneous spending on ineffective methods.

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USA Mid-Atlantic Consumer Preferences for Front Label Attributes for Local Wine

Beverages ◽

10.3390/beverages7020022 ◽

2021 ◽

Vol 7 (2) ◽

pp. 22

Author(s):

Marielle J. Todd ◽

Kathleen M. Kelley ◽

Helene Hopfer

Keyword(s):

Consumer Preferences ◽

White Wine ◽

Marketing Strategies ◽

Variety Seeking ◽

Atlantic Region ◽

Consumer Awareness ◽

Specific Location ◽

Seeking Behavior ◽

The Usa ◽

Conjoint Experiment

The purpose of this research was to investigate Mid-Atlantic USA wine consumers’ preferences for front wine label attributes for a lesser-known/unknown local wine variety. The wine consumer base in this part of the USA exceeds that of California. Although the mid-Atlantic is experiencing an increase in the number of wineries, there is a lack of region-specific consumer research that could be the basis for marketing strategies that may differ from those in more established wine regions, such as CA. We recruited 1011 mid-Atlantic consumers who drank wine (at least 1×/month) to view variations of a wine label, differing in wine tag, location description, font types, and images in a choice-based conjoint experiment. A greater percentage of consumers selected the “White Wine” tag and scripted fonts than the other options, with a generalized county text (“Proudly produced in Lehigh County, PA”) being selected by more participants than the American Viticultural Area (AVA) (“Lehigh Valley AVA”) or state (“Pennsylvania”) texts; however, the location text had a lower importance than the wine tag variable. This study implies that a generalized county text that describes a more specific location where the grapes were grown may be more favorable to mid-Atlantic consumers in comparison to AVA or state texts, and that traditional images and generic wine labels are more preferable than wine labels they have not seen before and more contemporary label styles. Wineries in the mid-Atlantic region may want to add generalized county texts to their labels to appeal to the regional audience. As AVAs are used to promote specific wine regions in the USA, and only some consumers choose wines based on these designations, governments and marketing organizations may want to increase education on local AVAs to increase consumer awareness and interest. In addition, consumer differences in variety-seeking behavior and subjective as well as objective wine knowledge, but not attitudes toward locally produced foods, affected wine label choice: Consumers scoring higher in variety-seeking and wine knowledge preferred the specific wine varietal over the generic wine tag; similarly, consumers that indicated familiarity with the wine varietal also preferred the specific wine tag over the generic label. Differences in consumer psychographics appear to modulate front wine label preferences.

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Consumer Attitudes toward the Use of Gene Technology in Breakfast Products: Comparison between College Students from the U.S. and China

Journal of Food Research ◽

10.5539/jfr.v4n6p143 ◽

2015 ◽

Vol 4 (6) ◽

pp. 143 ◽

Cited By ~ 2

Author(s):

Nanying Wang ◽

Jack E. Houston ◽

Gregory Colson ◽

Zimin Liu

Keyword(s):

College Students ◽

Consumer Preferences ◽

Genetically Modified ◽

Marketing Strategies ◽

Chinese Market ◽

Developed Country ◽

Information Campaigns ◽

Gm Foods ◽

Survey Results ◽

The U.S

Second-generation Genetically Modified (GM) crops are associated with consumer-oriented benefits such as improvement of nutritional quality. Given such an evolving market environment, this paper presents differences in consumer preferences and valuations for genetically modified breakfast grain products. The perception of consumers from a developing country, China, is discussed and compared to attitudes in a developed country, the U.S. The survey results reveal that there are notable differences in the attitude and perception of college students across these two countries. Purchase intent for GM foods was low, unless a benefit was promised, and some modifications are viewed more positively than others. Overall, it appears that GM foods may be acceptable in the U.S. and Chinese market. The findings in this study have potential implications for establishing various GM marketing strategies and information campaigns.

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What's Steering Consumer Preferences For Autonomous Vehicles In The Greater Toronto And Hamilton Area?

10.32920/ryerson.14664711 ◽

2021 ◽

Author(s):

Kailey Laidlaw

Keyword(s):

Willingness To Pay ◽

Household Income ◽

Autonomous Vehicles ◽

Consumer Preferences ◽

Demographic Characteristics ◽

Social Goals ◽

Automated Vehicles ◽

Car Accidents ◽

Frequency Of Use ◽

Environment Variables

Automated vehicles (AVs) have the potential to change the way we travel within our cities. However, the conditions under which consumers will adopt AVs are poorly understood. An internet-based survey was conducted in the Greater Toronto and Hamilton Area to understand how consumers will respond to automated vehicles. This study estimates the effect of demographic characteristics, travel characteristics, and built-environment variables on respondent’s willingness to pay for private autonomous vehicles and frequency of use for shared autonomous vehicles under different pricing levels. The results indicate that having a higher household income and owning a more expensive vehicle are good predictors of interest in PAVs, whereas individuals who experienced more car accidents as a passenger and individuals who commute using public transit or walk/cycle are more interested in SAVs. Regional rail users, Uber users, and younger respondents were interested in both ownership models. This provides insight to help policymakers advance transportation policies and collective social goals.

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Latent class analysis and individuals' preferences mapping: the new consumption orientations and perspectives for craft beer in North-West Italy

British Food Journal ◽

10.1108/bfj-03-2021-0278 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Stefano Massaglia ◽

Valentina Maria Merlino ◽

Simone Blanc ◽

Aurora Bargetto ◽

Danielle Borra

Keyword(s):

Latent Class Analysis ◽

Large Scale ◽

Latent Class ◽

Consumer Preferences ◽

Demographic Characteristics ◽

Class Analysis ◽

Content Type ◽

North West ◽

Craft Beer ◽

Definition Of

PurposeIn Italy, the craft beer (CB) market has undergone a trend of exponential growth in recent years, showing, at the same time, differences among different geographical areas. This research aimed to define the consumer preferences towards different CB attributes by involving a sample of individuals from Piedmont (from North-West Italy). Furthermore, the experimentation was designed to distinguish heterogeneous individuals' consumption profiles each characterised by different CB preferences, drinking habits and socio-demographic characteristics.Design/methodology/approachThe exploration of individuals' preferences towards 12 CB quality attributes was made throughout a choice experiment based on the Best-Worst Scaling (BWS) methodology approach. In addition, the BWS results were employed in the latent class analysis to identify the best sample segmentation in relation to attributes preferences.FindingsThe “Brand knowledge”, “I have already tried it” were the most important attributes for CB choice. On the contrary, the “Type of packaging” and “Price” were the least important for CB choice. The “Loyal”, “Attentive to quality composition” and “Territorial brand” clusters were defined in function of CB consumers preferences and described in terms of individuals consumption habits and socio-demographic characteristics.Originality/valueThe BWS methodology allowed the definition of a preference index for each selected CB attributes. These indications could have concrete importance on production and marketing choices in an increasingly extended and globalised market, also at large-scale distribution level. Furthermore, the definition of different consumption profiles allowed to highlight the heterogeneity of consumption (preferences and habits) towards CB.

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