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Identifying the Drivers of a Foliage Plant Purchasing Decision via Contemporary Psychophysics

Patricia E Dewar, Shea A Keene, Terah N Kalk, David G Clark, Thomas A Colquhoun and Howard R Moskowitz

Using modified conjoint analysis techniques, two separate yet sequential studies were conducted to gain a better understanding of foliage plant consumers and their plant/purchasing preferences. The first study primarily focused on consumers’ perceptions of a foliage plant and various purchasing conditions. The second study focused on accessories featured with a foliage plant in a retail setting. These studies revealed elements that appealed to each study's population as a whole, to specific demographic groups, and to different segments of the overall populations.  Through both studies, the concept of "buy one, get one free" was of strong interest to the majority of participants. Elements related to consumer benefits, such as “this plant has been proven to improve the indoor air quality of your home,” received the highest overall interest in study one, while elements related to plant containers, sleeves, and value garnered high overall interest in study two. Sorting the data by various demographic groups revealed a multitude of differences in consumer preference for foliage plants and plant purchasing experiences, which allow for targeted marketing by foliage plant retailers. K-clustering revealed separate and unique segments in each study. Study one resulted in a larger segment of the sample population (61%) primarily interested in consumer benefits, while the smaller segment (39%) was chiefly interested in plant care. Study two produced a segment (57%) interested in monetary value, as well as a segment (43%) drawn to plants bred by renowned breeders and promoted by sources such as Better Homes and Gardens. These observations will allow nurseries and retailers to customize the plant purchasing experience according to specific consumer preferences, thereby increasing consumer engagement and reinforcing purchasing decisions.