Articles
MARKETING FEATURES OF ORNAMENTALS AS APPRECIATED BY THE MARKET
Article number
536_57
Pages
479 – 484
Language
Abstract
Growers of ornamentals want to know which plant features buyers on the auction and consumers appreciate and how these factors influence the price.
Within the market chain there are different market parties involved with this valuation, with their own preferences.
Buyers at the auction, who differ in their preferences, buy plants for different target groups, so they will have different preferences.
There are also differences between consumers of different countries.
This shows the importance of market segmentation.
However, the opinion of consumers is decisive for the market perspectives of products.
This opinion is not easy to quantify.
Many plant features are involved and there are many different consumers.
That is why principal component analysis in combination with multiple regression is used to elucidate the differences in preferences in plant features among consumers.
This research was done with clients of several shops and garden centres in the Netherlands.
Consumer preferences were established by ordering eight plants with different visual qualities.
The quality of these plants was measured and described in advance on different plant features.
This test has been done with azalea, hortensia and Poinsettia in combination with a similar research done with buyers at the auction (resp. 1995, 1996 and 1996). The results of this research were related to the price – plant features relations.
The main conclusion is that the monitoring of preferences of the consumers is profitable and that the price mechanism works as long as relevant plant features are mentioned on the auction supply paper.
The same consumer test for Poinsettia has also been carried out in the Wiesbaden region in Germany (1997).
Within the market chain there are different market parties involved with this valuation, with their own preferences.
Buyers at the auction, who differ in their preferences, buy plants for different target groups, so they will have different preferences.
There are also differences between consumers of different countries.
This shows the importance of market segmentation.
However, the opinion of consumers is decisive for the market perspectives of products.
This opinion is not easy to quantify.
Many plant features are involved and there are many different consumers.
That is why principal component analysis in combination with multiple regression is used to elucidate the differences in preferences in plant features among consumers.
This research was done with clients of several shops and garden centres in the Netherlands.
Consumer preferences were established by ordering eight plants with different visual qualities.
The quality of these plants was measured and described in advance on different plant features.
This test has been done with azalea, hortensia and Poinsettia in combination with a similar research done with buyers at the auction (resp. 1995, 1996 and 1996). The results of this research were related to the price – plant features relations.
The main conclusion is that the monitoring of preferences of the consumers is profitable and that the price mechanism works as long as relevant plant features are mentioned on the auction supply paper.
The same consumer test for Poinsettia has also been carried out in the Wiesbaden region in Germany (1997).
Authors
J. Benninga, D. Reymann
Keywords
ornamentals, auction, quality, marketing, consumers
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