CONSUMER PREFERENCE FOR LEAF VARIEGATION, FLOWER COLOR, PRICE AND USE OF NEW GUINEA IMFATIENS

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  • 1 Dept. of Horticulture, Iowa State University, Ames, IA 50011
  • | 2 Dept. of Horticulture, Auburn University, Auburn, AL 36849

Determining consumer preferences for specific plant attributes and plant use can assist in the development of breeding program objectives and marketing strategies. Consumers in Ames, Iowa participated in an intercept-survey to determine their knowledge of, use of, and preference for several varieties of New Guinea Impatiens (Impatiens × hawkeri). Of the population surveyed, 44% had never seen New Guinea Impatiens. Of those that had previously purchased New Guineas, 40% purchased their plants from a retail greenhouse. Outdoor container plantings were the preferred use of New Guinea Impatiens. Mother's Day was chosen by 88% of the respondents as the most appropriate holiday for a gift purchase. Considering plant characteristics, consumers rated condition of the plant as the most important attribute, followed by flower color, flower number, and price. Consumers were asked to rate plants on display comprised of three factors: flower color, leaf variegation, and price. MANOVA was used to determine the most important factor and the trade-off consumers made when expressing a preference for one plant over another.

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