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

HortScience ◽  
1999 ◽  
Vol 34 (4) ◽  
pp. 740-742 ◽  
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.

scholarly journals CONSUMER PREFERENCES FOR GERANIUM FLOWER COLOR AND LEAF VARIEGATION

HortScience ◽  
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.

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

HortScience ◽  
1997 ◽  
Vol 32 (3) ◽  
pp. 510C-510
Author(s):  
Bridget Behe ◽  
Robert Nelson ◽  
Susan Barton ◽  
Charles Hall ◽  
Steve Turner ◽  
...  
Keyword(s):  
Factorial Design ◽  
Orthogonal Array ◽  
Consumer Preferences ◽  
Flower Color ◽  
Demographic Characteristics ◽  
Marketing Strategies ◽  
Purchase Behavior ◽  
Photographic Images ◽  
Leaf Variegation ◽  
Purchase Likelihood

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.

scholarly journals Consumer Preferences for Peanut Butter (Mamba) Products in Haiti: A Conjoint Analysis

2003 ◽  
Vol 30 (2) ◽  
pp. 99-103 ◽  
Author(s):  
R. G. Nelson ◽  
C. M. Jolly ◽  
M. J. Hinds ◽  
Y. Donis ◽  
E. Prophete
Keyword(s):  
Cluster Analysis ◽  
Conjoint Analysis ◽  
Logit Model ◽  
Consumer Preferences ◽  
Peanut Butter ◽  
Multinomial Logit Model ◽  
Demographic Variables ◽  
The Other ◽  
Relative Importance ◽  
Market Segments

Abstract Haitian consumers were surveyed to determine their preferences for three attributes of peanut butter: form (spicy, sweet, plain), origin (Haiti, U.S.), and price (lowest, most common, highest). Conjoint analysis was used to calculate relative importance and strengths of preferences for these attributes, which showed that price had more than twice the importance in the buying decision as either of the other attributes. Cluster analysis was used to identify market segments of like preferences, such as those strongly favoring Haitian products, or strongly disliking the plain form, or strongly sensitive to price. A multinomial logit model was used to evaluate the effect of various demographic variables on the probability of membership in a segment. A market share simulation determined that a new, sweet peanut butter product would increase domestic revenues most if priced at the highest level because a segment of the population would purchase the product and increase total peanut consumption.

Coping with a Cluttered Marketplace: Athlete Choice of Products to Support Training*

2013 ◽  
Vol 27 (1) ◽  
pp. 59-72 ◽  
Author(s):  
Brianna L. Newland ◽  
Laurence Chalip ◽  
John L. Ivy
Keyword(s):  
Cluster Analysis ◽  
Logistic Regression ◽  
Conjoint Analysis ◽  
Multinomial Logistic Regression ◽  
Scientific Evidence ◽  
Optimal Choice ◽  
Market Segment ◽  
Market Segments ◽  
Fat Taste ◽  
Postexercise Recovery

To determine whether athletes are confused about supplementation, this study examines the relative levels of adult runners’ and triathletes’ preferences for postexercise recovery drink attributes (price, fat, taste, scientific evidence, and endorsement by a celebrity athlete), and the ways those preferences segment. It then examines the effect of athlete characteristics on segment and drink choice. Only a plurality of athletes (40.6%) chose a carbohydrate-protein postexercise recovery drink (the optimal choice), despite the fact that they valued scientific evidence highly. Athletes disliked or were indifferent to endorsement by a celebrity athlete, moderately disliked fat, and slightly preferred better tasting products. Cluster analysis of part-worths from conjoint analysis identified six market segments, showing that athletes anchored on one or two product attributes when choosing among alternatives. Multinomial logistic regression revealed that media influence, hours trained, market segment, gender, and the athlete’s sport significantly predicted drink choice, and that segment partially mediated the effect of sport on drink choice. Findings demonstrate confusion among athletes when there are competing products that each claim to support their training.

scholarly journals Consumer Preferences for Low-input Turfgrasses: A Conjoint Analysis

HortScience ◽  
2012 ◽  
Vol 47 (8) ◽  
pp. 1096-1101 ◽  
Author(s):  
Kari Hugie ◽  
Chengyan Yue ◽  
Eric Watkins
Keyword(s):  
Conjoint Analysis ◽  
Consumer Preferences ◽  
Relative Importance ◽  
Purchasing Behavior ◽  
Irrigation Requirement ◽  
Market Segments ◽  
Potential Market ◽  
Survey Responses ◽  
Adequate Resource ◽  
Public Concerns

Traditional turfgrasses found in residential lawns provide a functional and aesthetically pleasing landscape if provided adequate resource inputs, yet, as available natural resources become more limited and public concerns grow stronger about the ecological effects of urban turfgrass management, it becomes increasingly important to pursue alternative landscape options. There are non-traditional turfgrasses that require fewer resource inputs that could be made available to homeowners. The objective of this study was to estimate consumer preferences and the relative importance of aesthetic and maintenance attributes of turfgrasses as well as identify potential market segments of the residential turfgrass market. Conjoint analysis was conducted on survey responses of 116 Minnesota homeowners. The results indicated that maintenance attributes of turfgrasses, specifically irrigation requirement, significantly affected consumer purchasing behavior. The analysis also identified four potential market segments, the Price Conscious segment, the Shade Adaptation segment, the Mowing Conscious segment, and the Water Conscious segment.

scholarly journals Investigating Italian Consumer Preferences for Different Characteristics of Provolone Valpadana Using the Conjoint Analysis Approach

Foods ◽  
2020 ◽  
Vol 9 (12) ◽  
pp. 1730
Author(s):  
Niculina Iudita Sampalean ◽  
Tiziana de-Magistris ◽  
Daniele Rama
Keyword(s):  
Cluster Analysis ◽  
Conjoint Analysis ◽  
Consumer Preferences ◽  
Consumer Preference ◽  
Analysis Method ◽  
Market Simulation ◽  
Quality Certification ◽  
Different Characteristics ◽  
The Eu ◽  
Labelling Scheme

The objective of this paper was twofold. First, we estimated consumer preferences for an Italian cheese (Provolone Valpadana) with respect to several attributes and levels, such as price, origin certification, production system, ‘free from’ labelling, and brand. Second, we identified consumer clusters with similar preferences for various cheese characteristics. Preferences were estimated using the conjoint analysis method. Then, a cluster analysis was used to classify consumers into different (three) clusters followed by a market simulation. In all three clusters, the attribute most preferred by Italian consumers was the brand of the cheese: consumers preferred to purchase Provolone cheese having the lowest price, produced by Auricchio, bearing a European Union (EU) quality certification, produced organically, and non-lactose-free. The results of our study provide helpful information to food companies for better segmenting their market and targeting their consumers, as well as effectively promoting their products using brands, certifications as organic and lactose-free. This study contributes to the literature on consumer preference for the EU labelling scheme (voluntary and mandatory). To our knowledge, this is the first study to investigate this combination of multiple labels displayed on the front of Italian cheese packaging.

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

HortScience ◽  
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.

scholarly journals Mapping the Market Segments for the Consumers of Greek Cooperative Food Products

2021 ◽  
Vol 13 (7) ◽  
pp. 3825
Author(s):  
Ourania Tremma ◽  
Achilleas Kontogeorgos ◽  
Philippos Karipidis ◽  
Fotios Chatzitheodoridis
Keyword(s):  
Cluster Analysis ◽  
Economic Development ◽  
Food Products ◽  
Agricultural Cooperatives ◽  
Value For Money ◽  
Market Segments ◽  
Local Society ◽  
Economic Development And Growth ◽  
Different Characteristics ◽  
Western Greece

The purpose of this study was to illustrate and understand how consumers of cooperative food products could be segmented in the region of Western Greece. For this purpose, a questionnaire survey was undertaken involving almost 500 consumers in the selected region. Consumers were segmented on the basis of their consumption of cooperative products and in association with their attributes and beliefs regarding cooperatives’ products. Τhe performed cluster analysis grouped participants into four distinct groups with different characteristics and perceptions regarding cooperatives’ products. The consumer groups were called “skeptics”, “cooperative”, “passively sensitive”, and “indifferent”. According to the results, in general, participants considered cooperative food products as a safe choice with excellent value for money and contributing to the local society, economy, and sustainability. Segmentation could allow agricultural cooperatives to focus only on those segments of consumers that are willing to pay for cooperative products by allocating all available resources in serving them. The results of this research, even with its limitations, can help directors and marketing executives of agricultural cooperatives to better understand that operating in a specific market could be more effective when targeted at specific segments to help not only the viability of agricultural cooperatives but also their economic development and growth.

scholarly journals An Analysis of Consumer Preferences for Value-Added Seafood Products Derived from Crawfish

2002 ◽  
Vol 31 (2) ◽  
pp. 157-170 ◽  
Author(s):  
R. Wes Harrison ◽  
Timothy Stringer ◽  
Witoon Prinyawiwatkul
Keyword(s):  
Conjoint Analysis ◽  
Consumer Preferences ◽  
Value Added ◽  
Utility Functions ◽  
Ordered Probit ◽  
Probit Models ◽  
Seafood Products ◽  
Ordered Probit Models ◽  
Old Men

Conjoint analysis is used to evaluate consumer preferences for three consumer-ready products derived from crawfish. Utility functions are estimated using two-limit tobit and ordered probit models. The results show women prefer a baked nugget or popper type product, whereas 35- to 44-year-old men prefer a microwavable nugget or patty type product. The results also show little difference between part-worth estimates or predicted rankings for the tobit and ordered probit models, implying the results are not sensitive to assumptions regarding the ordinal and cardinal nature of respondent preferences.

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