Determining Consumer Interests and Preferences in the Consumer Horticultural Industry: Results of a Consumer Interest and Market Survey of Garden Show Attendees

in HortScience
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  • 1 Dept. of Horticulture, Forestry and Recreation Resources, Kansas State Univ., Manhattan, KS 66502

Consumer interest and market surveys play an important role in determining what consumer wants and needs are from an industry. These surveys can also serve the role of preparing students for their future jobs in the industry. The horticulture industry is no different. Companies need to know what consumer interests and needs are so they can serve them better. Likewise, students need to know what areas of horticulture are receiving the highest demand by consumers so they can prepare themselves better. A consumer preference study was conducted at the Topeka, Kan., “Lawn, Garden, and Flower Show” by members of the Kansas State Univ. Horticulture Club. The objectives of the survey were to determine: 1) the specific gardening interests of the respondents, 2) the demand for educational materials on specific gardening areas by the respondents, 3) what the respondents' garden buying habits were, and 4) what the respondents' plant selection preferences were. Survey respondents indicated that, when selecting plant material, plant quality was the most important criterion used, while plant packaging was of least importance. Plant size and price were only given some importance in the plant selection decision. Other results of the survey will be presented.

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