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Chengyan Yue, Jingjing Wang, Eric Watkins, Stacy A. Bonos, Kristen C. Nelson, James A. Murphy, William A. Meyer, and Brian P. Horgan

of the turfgrasses that are bred/distributed. The survey included questions about the importance level of interested parties (consumers, producers/growers, wholesalers, marketing companies, university colleagues, sales staff, professional peers

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Lauri M. Baker, Cheryl R. Boyer, Hikaru H. Peterson, and Audrey E.H. King

) reported that horticultural businesses are facing heightened competition and may be using relatively inefficient marketing channels (e.g., one-way communication through printed material such as phone books, catalogs, newspaper, or mail) to reach today

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Bridget K. Behe, Kristin L. Getter, and Chengyan Yue

. 59 1066 1076 Radas, S. Shugan, S.M. 1998 Seasonal marketing and timing new product introductions J. Mark. Res. 35 296 315 Sivillo, J.K. Reilly, D.P. 2004 Forecasting consumer product demand with weather information: A case study J. Bus. Forecasting

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Justine E. Vanden Heuvel and Kimberly Lewers

, cultivars, and production practices for repeat-fruiting cultivars, research and extension professionals from many disciplines must communicate and collaborate. The objective of our workshop was to explore approaches for marketing and breeding repeat

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Chengyan Yue and Cindy Tong

, wholesalers, and shippers in making their production and marketing decisions. Materials and methods Choice experiment. The two attributes in the choice experiments were apple varieties and prices. The varieties included in our study were ‘Connell Red

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Chengyan Yue and Bridget K. Behe

has a diverse palette, marketers should use multiple colors in marketing and merchandising to keep the diversity of alternatives salient for potential consumers. Our findings are consistent with some earlier studies on gender and color preferences

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Chengyan Yue and Charles Hall

that the three traditional cut flowers are still dominating the U.S. cut flower market is a challenge for U.S. cut flower growers. To survive, U.S. growers need to develop creative marketing strategies to enlarge the market for domestic specialty cut

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J.J. Ferguson, C.L. Taylor, and G.D. Israel

Six comprehensive surveys of the Florida citrus industry (345,645 ha), published from 1989 to 1993 as extension bulletins, provide information essential for long-range research and extension program planning and evaluation. These surveys documented changes in production practices, regional priorities for extension programming, marketing trends, and grower ranking of information sources. While formal, comprehensive surveys may be a valuable tool in long-range extension programming for large horticultural industries, more rapid, creative survey methods and educational programs may be needed for more timely programs and for specialized industry groups.

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William Klingeman, Beth Babbit, and Charles Hall

Although genetically modified (GM) ornamental cut flowers are now available commercially, we have no knowledge of consumer perception about GM ornamental plants for landscape use and must make inferences from models drawn for GM foods. If we misjudge the customer, and consumers object to GM ornamental plant products for moral reasons, governmental or scientific mistrust, or limited understanding about GM technology, the market for GM ornamental plant commodities will fail. A survey of Master Gardener volunteers was conducted in 2004 to address this gap. Although Master Gardener perceptions likely differ from those of general U.S. consumers, responses are expected provide insight about beliefs applicable to the gardening public. Results from 607 Tennessee respondents revealed that concerns about GM ornamental plants parallel those expressed in the United States about GM foods. On average, Master Gardeners anticipate slight benefits to both the environment and human health should GM ornamental plants be introduced into the landscape. Male respondents chose perennials to provide the most environmental benefits, whereas females indicated grasses and turf. Genetically modified ornamental plants are also expected to be about the same or less invasive in the landscape than non-GM plants. Of respondents who anticipated more potential for GM ornamental plant invasiveness, women were more likely than men to predict plant escape. Men and women differed in relative acceptance of genes added from different organisms as a method of achieving genetic transformations in plants. This result suggests that outreach and marketing to promote new GM plant products should emphasize attributes of benefit rather than processes used to accomplish the goal. Regardless, although ≈73% of TN Master Gardener respondents reported interest in buying GM ornamental plants if sold commercially, participants advocated a requirement that GM plant products be clearly labeled at point-of-sale.

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Rebecca H. Wehry*, Kathleen M. Kelley, Robert D. Berghage, and James C. Sellmer

Gardeners can provide the best insight to their gardening experiences and interests. In order to identify potential buyers of the state plant promotional program, Pennsylvania Gardener Selects (PGS), an intercept survey with 243 participants was conducted at the Philadelphia Flower Show on 6-7 Mar. 2003. Objectives were to better understand Pennsylvania consumer's: current gardening related shopping habits; where they obtain gardening information; and their motives and limitations for pursing gardening. Responses were analyzed to identify potential consumer segments who might purchase PGS plants. Participants with an income >$50,000 (55%) are more likely to gather their gardening information from a university website than those with an income <$50,000 (39%). Respondents with a college education (59%) reported that time was the limiting factor when gardening as compared to those with only a high school diploma (44%). Survey responses were also analyzed using Cluster Analysis, which generated three distinct consumer segments: “Novice Gardener” (consumers with limited experience in gardening), “Non-Gardener” (consumers who prefer not to garden), and “Avid Gardener” (consumers who spend the majority of their leisure time gardening). “Avid Gardeners” are likely to purchase plants evaluated for Pennsylvania (average response of 6.5; scale 1 to 7) and 73% have purchased Pennsylvania products. They also are more likely to purchase their landscape plant material at local nurseries/garden centers (82%) than the other segments (68%). Based on the results it can be assumed that “Avid Gardener” could be a potential market for PGS plants. A marketing strategy for reaching this audience may consist of promotions at local nurseries/garden centers along side other Pennsylvania-grown products.