INVESTIGATION OF ATTITUDES OF WHOLESALE FLORICULTURE GREENHOUSE GROWERS TOWARD COMPUTER USAGE FOR MARKETING PURPOSES

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  • 1 The Ohio State University, Department of Horticulture, 2001 Fyffe Court, Columbus, Ohio 43210.

A focus group was conducted to ascertain the attitudes and behaviors of wholesale floriculture greenhouse growers toward the use of computers for marketing purposes. The focus group consisted of nine individuals from nine different wholesale greenhouses in the Greater Cleveland - Lorain area. The greenhouses were selected according to their sizes which ranged from one-half acre of production under cover up to 70 acres. Each individual was either the owner of the greenhouse operation or charged with the marketing function in that company. The study was conducted for the purposes of identifying possible factors related to the speed of adoption of computer technology for marketing purposes and its possible future course within the wholesale greenhouse industry. Variables that were identified from the focus group study were tested using a national survey.

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