Product and Service Attributes Related to Marketing Nursery Stock

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  • 1 Associate Professor, Dept. of Agricultural Economics and Rural Sociology, University of Idaho, Moscow, ID 83843.
  • 2 Assistant Professor, Dept. of Agricultural Economics and Rural Sociology, University of Idaho, Moscow, ID 83843.
  • 3 Associate Professor, Dept. of Agricultural Economics and Rural Sociology, University of Idaho, Moscow, ID 83843.
  • 4 Associate Profeesor, Dept. of Plant, Soil, and Entomological Sciences, University of Idaho, Moscow, ID 83843.

Survey data from 3 11 garden centers, landscapers, and combined garden center/landscaping firms in selected western United States trade centers were analyzed. Results identified important product and service attributes used in respondent decisions to purchase nursery stock. In general, product characteristics were ranked higher than supplier services. The highest-ranked product characteristics included plants free of insects and disease, properly dug and handled container or balled and burlapped stock, properly dug and handled bare root stock, and plants available when needed. However, several additional product characteristics received high rankings. The highest-ranked service was supplier knowledgeable about plant materials. A χ2 analysis was conducted to segment this market on the basis of firm size, business type, and geographic location. Results indicated there were limited between-group differences to use in segmenting the market on the basis of size, business type, or location.

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