A small prefatory qualitative subject field was complete to define the stage for the plant valuation enquiry undertaking and inform upcoming quantitative studies .   Intercept audience ( n=44 ) were conducted at three garden heart and soul location in Southern Ontario as well as one location in British Columbia and one in Saskatchewan in September 2020 .

shopper were intercepted on their way to the cash register and interview regarding their leverage decision - make appendage and the role of pricing in their decision . It was found that the majority of shopper principally concentre on plant attributes when nominate a alternative and only look at price as an afterthought . Although most stated they noticed the price and made a qualitative judgment that it was “ fair ” , only around 30 percent made a calculated assessment of the terms by compare with other plants at the store or at other retailers .

Although all shoppers had some form of plan for what they want to purchase when they walked in , two - thirds did not have a plant metal money or category pre - take .   Ultimately their decision to bribe was ground on works dimensions , vitality , and color .   Few mentioned price or hardiness and other feature film colligate to develop conditions as a determinant .

Impulse purchases were relatively infrequent , likely due to the highly purposeful and planned nature of the shopping trip for garden snapper shopper . Most were targeting a works for a specific area of their garden and for nearly one - tail of them , this was the 2d sojourn to the same garden snapper on the same way to purchase .

Shoppers indicated their main reasons for shit at garden shopping center had to do with the value - added experience citing intellect such as plant variety , knowledgeable stave , and quality .   This experience - driven shopping combined with a lack of price sensitiveness offers opportunities for the next steps in our research to examine plant feature on which consumers would grade a premium .

These results can help oneself better inform multiple segment of the floral industry not just garden gist but also retailer

“ The other results from the Consumer Valuation of Plants study shed some interesting insights that could prove utile for retail florists regarding plants and other products . Initial finding show that when shopping at a destination - oriented retailer , consumer generally focus on the property of the product such as sizing , figure , and colour . toll becomes junior-grade in the buying decision as consumers come along to elevate the shopping experience at a ‘ value - added ’ retail merchant such as garden center and flower store because of the cognition and service supply at these formation , ” noted Ken Young , Phoenix Flower Shops .

“ It was encouraging to me to distinguish from the result preview is that consumers were base their decision on Dimensions , Vitality , and Color versus price . Also , they were wanting the shopping experience of a garden center multiple clip and I feel the same works for consumers patronize for custom flowered aim from a professional retail florist , ” add together David Boulton , Flowers By George . A full study on the intercept interview sketch will be available in the come hebdomad .

" give thanks you to Van Dongen ’s , Sheridan Nurseries , Grobe Nursery , GardenWorks , and Cornell Design and Landscaping for letting us into their stores . The research is supported by the Floral Marketing Research Fund , the Canadian Nursery Landscape Association , and Landscape Ontario . "