Articles
AGE INFLUENCES GARDENING PURCHASES, PARTICIPATION, AND CUSTOMER SATISFACTION AND REGRET
Article number
831_20
Pages
179 – 184
Language
English
Abstract
In September 2004, an Internet study was conducted to evaluate and determine differences in gardening participation, purchases, and levels of customer satisfaction and regret by age.
A representative sample of U.S. consumers was asked to identify their participation in seven gardening activities and purchases of 12 gardening products.
The 1591 responses were stratified by income with analyses conducted using SPSS. The number of differences in garden-related participation and purchases decreased as income level increased across age groups.
Where differences were observed, generally younger consumers purchased garden-related products and participated in gardening-related activities to a lesser extent than older consumers.
At every income level, older consumers had a higher mean satisfaction and factor scores, and higher regret mean and factor scores.
This indicated that older consumers experienced greater satisfaction and less regret than younger persons, regardless of income.
For marketers, this shows a heterogeneous market at lower-income levels and a more homogeneous market at upper-income levels.
Age could be used as a basis for market segmentation, especially at lower income levels.
Results further suggest longitudinal research could show if this is a static or dynamic trend.
A representative sample of U.S. consumers was asked to identify their participation in seven gardening activities and purchases of 12 gardening products.
The 1591 responses were stratified by income with analyses conducted using SPSS. The number of differences in garden-related participation and purchases decreased as income level increased across age groups.
Where differences were observed, generally younger consumers purchased garden-related products and participated in gardening-related activities to a lesser extent than older consumers.
At every income level, older consumers had a higher mean satisfaction and factor scores, and higher regret mean and factor scores.
This indicated that older consumers experienced greater satisfaction and less regret than younger persons, regardless of income.
For marketers, this shows a heterogeneous market at lower-income levels and a more homogeneous market at upper-income levels.
Age could be used as a basis for market segmentation, especially at lower income levels.
Results further suggest longitudinal research could show if this is a static or dynamic trend.
Authors
B.K. Behe, J.H. Dennis
Keywords
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