Consumers in five U.S. markets evaluated photographs of geranium plants with regard to purchase likelihood. Photographic images were colored electronically to produce uniform geranium plants with five flower colors (pink, white, red, lavender, and blue) and three leaf variegation patterns (dark zone, white zone, and no zonal pattern). Photographs were mounted on cards with five selected price points ranging from ($1.39 to $2.79). We randomly generated an orthogonal array, partial-factorial design for consumers to rate a reduced number of choices. Consumers shopping in cooperating garden centers located in Dallas, Texas; Montgomery, Ala.; Athens, Ga.; Charlotte, N.C.; and Wilmington, Dela., rated 25 photographs on the basis of their likelihood to purchase the plants shown. Conjoint analysis revealed that customers in the Georgia garden center placed the highest proportion of their decision to buy on leaf variegation (29%), while customers in the Alabama outlet placed the most emphasis on price (46% of the decision). Shoppers in Texas valued flower color most highly (58% of their decision to buy). Demographic characteristics and past purchase behavior also varied widely, suggesting diverse marketing strategies for geraniums.
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