USAGE OF AND ATTITUDES TOWARD COMPUTERS FOR CUSTOMER-INTERACTIVE MARKETING IN GARDEN CENTERS

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  • 1 Department of Horticulture, Purdue University, West Lafayette, IN 47907

A mail survey was conducted to determine attitudes held by garden center owners/managers about computers as customer-interactive marketing tools. The survey was sent to 220 garden centers in the 7-state North Central Region (IA, IL, IN, MI, MN, OH, WI), who were members of the Garden Centers of America. A response of 46% was received. Ownership of one or more computers was reported by 64% of respondents. Over 50% said they believe there is a place in garden centers for customer-interactive computer usage. Of those who did not agree that there is a place for point-of-sale computer usage in the garden center, the two most common objections were the impersonal nature of computers, and the cost. Survey results will contribute to development of perennial flower garden design software for use in point-of-sale marketing.

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