Articles
DEVELOPING MARKETS FOR “TURF” PRODUCERS IN THE EASTERN UNITED STATES
Article number
536_60
Pages
499 – 506
Language
Abstract
Market research was initiated in 1999 to identify strategies to increase demand for sod in the Eastern U.S. The research involved a two-step process.
First, 20 case studies were conducted in six states through personal interviews.
Results were used as input to formulate the second portion of the research, i.e. telephone surveys.
Over 500 firms representing eight (8) distinct Standard Industrial Classifications (SIC) in 26 states were sampled.
Data were analyzed by geographic region, type of business, and size of business.
Results indicated that sod demand is currently strong in the eastern U.S. The problem confronting producers is not one of demand, but ineffective approaches to marketing.
First, sod is too concentrated at a critical point in the distribution chain, the farm gate.
Second, shipments were too large for many retail businesses, particularly garden centers with limited storage capacity, which eliminated an entire market segment.
Third, the sports turf market was under-utilized.
Compared to all other types of businesses in the region, this group had the highest use of sod (36%) compared to seed.
Fourth, seasonally slow periods such as the beginning and end of winter could represent small “market windows” for some producers.
First, 20 case studies were conducted in six states through personal interviews.
Results were used as input to formulate the second portion of the research, i.e. telephone surveys.
Over 500 firms representing eight (8) distinct Standard Industrial Classifications (SIC) in 26 states were sampled.
Data were analyzed by geographic region, type of business, and size of business.
Results indicated that sod demand is currently strong in the eastern U.S. The problem confronting producers is not one of demand, but ineffective approaches to marketing.
First, sod is too concentrated at a critical point in the distribution chain, the farm gate.
Second, shipments were too large for many retail businesses, particularly garden centers with limited storage capacity, which eliminated an entire market segment.
Third, the sports turf market was under-utilized.
Compared to all other types of businesses in the region, this group had the highest use of sod (36%) compared to seed.
Fourth, seasonally slow periods such as the beginning and end of winter could represent small “market windows” for some producers.
Concerning product characteristics, the most desired feature was sod quality, which was ranked substantially higher than price, that was listed second.
Third and fourth-ranked preferred features were availability of supply and reliable delivery.
Features liked most about sod were rapid establishment, attractive appearance, and erosion and weed control.
Features liked least about sod were its high initial cost, the fact that it is heavy and dirty, and the labour intensive nature of sod installation.
Authors
John J. Haydu, Alan W. Hodges, P.J. van Blokland
Keywords
Turfgrass sectors, standard industrial classification, survey instruments, market strategies, sod buyers
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