consumers by helping them identify specific brands within a retail environment and may provide retailers with a way to differentiate their product offering and ultimately obtain higher profits ( Naab, 2003 ). Two separate consumer-oriented surveys were
Rebecca H. Wehry, Kathleen M. Kelley, Robert D. Berghage, and James C. Sellmer
Benedict C. Posadas, Christine H. Coker, Patricia R. Knight, and Glenn Fain
The objective of this survey was to determine the levels of liking and willingness to pay for selected garden chrysanthemum (Dendranthema ×grandiflorum) cultivars, and to measure relative infl uence of socioeconomic characteristics on consumer preferences and valuations. The survey was conducted during the 2003 Fall Flower and Garden Fest at the Truck Crops Experiment Station in Crystal Springs, Miss. Nine garden chrysanthemum cultivars were presented to 579 survey participants in three pot sizes. Respondents preferred `Mithra Maroon', `Venus Purple', `Amory Yellow White', `Adonis Purple', and `Road Runner Bronze' more than `Night Hawk Lemon', `Freya Salmon', `Amata Purple', and `Starlet Ivory'. Of the five preferred cultivars, however, respondents were willing to pay more for `Mithra Maroon', `Road Runner Bronze', and `Amory Yellow White'. Consumers of White or Caucasian origin liked the cultivars less and were willing to pay less for them as compared to other respondents who reported other racial origins, primarily Native Americans and African Americans. The levels of liking for the cultivars were similar for participants of different gender classification, but female respondents were willing to pay more for the cultivars. Respondents who previously bought chrysanthemums reported higher level of liking for the cultivars but were not willing to pay more for them. Participants who were interviewed on Saturday liked the cultivars more but were willing to pay less than those who were interviewed on Friday. Larger-sized households tended to like the cultivars less and were not willing to pay more for the cultivars. Respondents did not like the cultivars in larger-sized pots and were not willing to pay more for plants in larger-sized pots included in the survey.
Claims of disproportionate numbers of spiders in certain homes and public demand for non-pesticide means of pest control fostered a closer look at whether landscaping and the manipulation of yards can have an influence on spider migration into homes. Typically, spiders are unwanted houseguests, and homeowner concern over potential contacts with spiders poses challenges to acceptance of these beneficial animals. A 2-year survey was conducted to determine if the complexity of landscaping surrounding a home influences the diversity and abundance of spiders entering houses. The survey consisted of simple and complex landscapes in a regional area. Complexly planted yards had significantly higher numbers of spiders and greater diversity of spider taxa in houses, suggesting a correlation between landscape density and spider invaders. Species data include those that are synanthropic throughout the United States as well as species that are seasonal home invaders. In all, 804 spiders were collected, with 26 species and 31 genera. Results of this 2-year survey will be presented.
At least 90% or more of the Oregon nursery industry workforce is composed of Hispanic employees who understand little English, with Spanish their primary language. Currently, most of the technical information available to the nursery industry is in English. A Spanish translation of the OSU/ODA Nursery Newsletter to Hispanic workers began in Aug. 1999. The first newsletter contained a questionnaire to determine the foremost technical topic interests. Surveys were also conducted at the Spanish sessions at the Ornamentals Northwest Seminars and of 40 Hispanic employees during visits to five Oregon nurseries. In total, 340 surveys were conducted with 158 respondents. At the Ornamental Northwest seminars, 57% of those attending the Spanish sessions answered the survey. Eighty-seven percent replied that insect control information was their leading technical information interest, 81% disease and 80% weeds. Other interests were nutrition at 73% and propagation and plant identification, both at 67%. Twenty-one percent of newsletter readers responded to the questionnaire. Like the seminar respondents, newsletter readers indicated pest control information was very important to them; however, 91% found all the information presented of value and 97% wanted to continue to receive future issues. This finding was consistent with responses from nursery visits where respondents indicated their delight to receive technical information in Spanish.
Jennifer Campbell Bradley, Dennis McConnell, Michael Kane, and Grady Miller
Attracting new students into traditional agriculture programs has become increasingly difficult. Offering a survey course as a means for introducing students to agriculture is a concept with popular appeal. As a recruiting effort, and as a method of introducing students to horticulture, the Environmental Horticulture Department at the University of Florida, Gainesville, designed a one-credit course for nonmajors. The course was structured to provide a broad overview of horticulture, emphasizing plant use to enhance interior and exterior environments. The intent was to develop a course somewhat similar to an entry-level course for majors, but with each lecture devoted to a single, self-contained topic. When feasible, hands-on activities were incorporated within the classroom presentation. The course ORH 1030-Plants, Gardens, and You was offered for the first time in Summer 1997. It is now offered every semester. The course has one faculty assigned each semester and various other faculty members, including teaching, research, and extension specialists, participate as guest lecturers. Methods to improve the course are discussed by the faculty presenters and the course coordinator each term. Student response to ORH 1030 has been favorable, ratings are high and enrollment in the course has continued to rise from 30 to our current cap of 100. As a means of ensuring that we are meeting the needs of our students and to aid in targeting potential students, a survey was administered in Spring 2000. Students enrolled in the course were surveyed at the beginning and the end of the semester to gain insight into student demographics, horticulture background and experience, reasons for enrollment in the class, and overall interest in the course.
Debra Schwarze and John E. Erwin
A phone survey was conducted to assess the total impact of the floriculture industry on the Minnesota economy. Data were collected from wholesale growers, garden center retailers, chain stores, and florists. Information was gathered on `hard good' sales associated with greenhouse produced plants as well as plant sales. In addition, data on labor and salaries associated with the production, distribution, and retailing of plants and goods associated with the floriculture industry was collected. This data will be provided to local flower growers organizations to enable these groups to actively lobby for their concerns within the state.
Kimberly K. Moore, George E. Fitzpatrick, and Jane E. Slane
The University of Florida College of Agriculture and Life Sciences offers the Bachelor of Science degree program in Environmental Horticulture at the Fort Lauderdale Research and Education Center (FLREC). Instructors at the FLREC deliver course work and course work is also presented using a variety of distance education (DE) technologies. These DE technologies include interactive video conferencing, videotape, and web-based courses. The question often arises as to how many courses should be delivered using DE versus live onsite instruction. This survey was conducted to ascertain how students perceive the quality of education they are receiving using a mixture of delivery methods.
Emily K. Smith and S. L. Hamilton
Children's gardening programs are growing in popularity. Among public gardens, Brooklyn Botanic Garden (BBG) hosts the oldest children's gardening program in the United States. Founded in 1914, the Brooklyn Botanic Garden Children's Gardening Program (BBG CGP) has succeeded in involving a steady flow of children year after year, creating an environment where children have the opportunity to interact with nature. Over 35,000 children have participated in the BBG CGP since its inception in 1914. A mail survey was conducted of alumni of the BBG CGP to identify how the program has affected their adult lives. A random sample of 700 participants was selected from the BBG CGP alumni records. The survey consisted of five major sections: 1) current gardening interest; 2) involvement with public gardens; 3) current involvement with children's gardening programs; 4) childhood experiences in the BBG CGP; and 5) demographic variables. Preliminary results suggest that the participants' childhood development and learning skills gained from this program have played an important role in their adult lives and that they regard the BBG CGP as having great value in their lives. Additional results and impacts of the program will be presented.
M.P. Garber, J. M. Ruter, J.T. Midcap, and K. Bondari
A 2001 survey of 102 nurseries that were members of the Georgia Green Industry Association was conducted to assess irrigation practices of container ornamental nurseries. Mean nursery size was 64 acres (26 ha) and mean annual revenue was about $3 million. About 50% of the irrigation water was from wells and the other 50% came from surface sources, such as collection basins. Irrigation in smaller containers, including #1, #3, and #5, was applied primarily by overhead methods, while larger containers (#7, #15, #25) made extensive use of direct application methods, such as drip or spray stakes. Frequency of irrigation in the summer growing months was about three times that of the winter season. Georgia nurseries use irrigation practices suggested in Southern Nursery Association best management practices, including collection of runoff water (48%), cyclic irrigation (44%), watering in the morning (92%), and grass strips between the production beds and drainage areas (60%).
C. Catanzaro and S. Bhatti
Twenty-one cultivars of poinsettia [Euphorbia pulcherrima Willd. Ex Klotzsch] were evaluated by respondents who voluntarily completed a paper survey (n=293) at TSU. Rooted cuttings from five major U.S. suppliers were potted and grown during the preceding 4 months according to standard industry practices. Cultivars were displayed without their names for the survey, and respondents were asked to rate each cultivar on a Likert-type scale, where 1=strongly dislike and 5=strongly like. The top eight rated cultivars (mean > 3.9) were all traditional red forms, which included the new cultivar `Red Dragon', followed in descending preference by `Christmas Spirit', `Freedom Red', `Cortez Electric Fire', `Prestige Red', `Premium Red', `Novia Red', and `Candlelight'. For each cultivar, the price respondents indicated they would be willing to pay was highly correlated with the Likert-type scale score. When asked about purchases in the prior year, 89% of respondents bought at least one red poinsettia. Retail outlets and prices paid varied among respondents. Color was by far the most popular criterion respondents used to determine whether they like or dislike a cultivar, followed by foliage and price. Consistent with recent trends for value-added products, consumers indicated that they would be willing to pay significantly more for a purple-painted plant with glitter than for a white-flowered plant that was otherwise of comparable quality. These results suggest that, while red poinsettias continue to dominate the poinsettia market, niche markets exist for unique flower and foliage traits created through breeding and through enhancements such as paint and glitter.