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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.

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Bridget K. Behe

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Benjamin L. Campbell and Charles R. Hall

important indicator of how to price this year may fail to incorporate key information regarding the present market conditions, thereby potentially lowering sales. Recent research has addressed changes associated with marketing practices within the Green

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Shuoli Zhao, Chengyan Yue, James Luby, Karina Gallardo, Vicki McCracken, James McFerson, and Desmond R. Layne

marketing channels. Cultivars that were originally bred in California are highly susceptible to bacterial spot disease ( Xanthomonas arboricola pv. pruni ), a very serious disease in the wet and humid climate of the eastern United States ( Ritchie et al

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Bridget K. Behe, R. Thomas Fernandez, Patricia T. Huddleston, Stella Minahan, Kristin L. Getter, Lynnell Sage, and Allison M. Jones

” ( Davenport and Beck, 2001 ). From a marketing standpoint, the gap in correlating purchases to viewed stimuli ( Pieters and Warlop, 1999 ; Russo and Leclerc, 1994 ) is closing faster than when Treistman and Gregg (1979) first documented it. Current eye

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Morgan M. Jenkins, Kimberly A. Williams, and Laura A. Brannon

floral preservatives. Because 73% of the respondents were in Gen Y, we can extrapolate that this generation would respond favorably to marketing efforts that emphasized use of floral preservatives. Educating Gen Y about floral preservatives could

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Gwendolyn Hawkins, Stephanie E. Burnett, and Lois B. Stack

marketing plants as locally grown, could be a valuable niche market. Organic growers are motivated because they consider growing organic “the right thing to do” rather than because of perceived price premiums for organic products ( Burnett and Stack, 2009

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

consumers. Successful programs, like the highly regarded Texas Superstar, have a dynamic marketing strategy. As a result of Texas Superstar marketing efforts, 90,374 Tagetes erecta L. ‘Antigua’ were sold in 1990, and 96,460 plants were sold in 1991

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Donald V. Schlimme

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Carolyn A. Collins, Barbara Fails, and Oliver Schabenberger

Comprehensive industry statistics are valuable tools for small business owners and managers. The traditional full-service retail florist competes with supermarkets, limited-service flower shops, corner vendors, and telemarketing, catalog, and Internet firms. Although some retail florist business information does exist on a national basis, none specifically addresses Michigan florists. In Mar. 1996, a comprehensive mail survey of Michigan full-service retail florists was conducted with the cooperation of the Michigan Floral Association. The survey focused on 1995 general business operations, delivery services, advertising and marketing practices, staffing and wages, and financial status. Statistical analyses showed total wage expenses and occupancy costs to be major factors controlling net profits. The cost of delivery service and wire service membership also affected profitability. Full-service retail florists must examine and modify the cost structure of their businesses to generate the highest possible net profits.