effective at affecting final consumer behavior. Accordingly, the literature on organic food consumer behavior constitutes a framework. Even though the literature on behavior and the consumption of organic food is relatively large, clear conclusions about how
Manuela Vega-Zamora, Francisco José Torres-Ruiz, and Manuel Parras-Rosa
Susan D. Day, Paula Diane Relf, and Marc T. Aveni
A multi-faceted extension education program to reduce consumer contributions to nonpoint source pollution by encouraging proper landscape management was initiated in Prince William County, Va., and funded through the USDA-extension service. The program now is being replicated in several counties in Virginia, primarily in the Chesapeake Bay watershed. The program recruits participants through educational field days, advertisement and other means. Educational techniques include one-on-one assistance from Master Gardener volunteers and the use of Extension publications developed for this program. Publications developed include The Virginia Gardener Easy Reference to Sustainable Landscape Management and Water Quality Protection—a concise reference of Virginia Cooperative Extension landscaping recommendations that includes a calendar for recording fertilizer and pesticide applications, IPM, and other maintenance activities. The Virginia Gardener Guide to Water-wise Landscaping, was recently added to supplement the program in the area of water conservation. In Prince William County, over 700 people have participated. Most of those who complete the program report being more satisfied with their lawn appearance and spending less money. Participation also resulted in consumers being more likely to seek soil test information before applying fertilizer. Other effects include greater participation in leaf composting and grass clipping recycling and greater awareness of nonpoint source pollution.
The concept of market segmentation in the floral market has become widely accepted, and a substantial body of research has investigated the characteristics of consumer behavior in several different segments of the market. Robertson and Hahn (1978
Benjamin L. Campbell and William Steele
. Yue, C. 2018 Visual behavior, buying impulsiveness, and consumer behavior Mktg. Lett. 29 23 35 Khachatryan, H. Yue, C. Campbell, B. Behe, B. Hall, C. 2014 The effects of consideration of future and immediate consequences on willingness to pay decisions
Alicia Rihn, Hayk Khachatryan, Benjamin Campbell, Charles Hall, and Bridget Behe
value. Through increasing perceived value of a product a firm has the potential to increase demand ( Salois and Reilly, 2014 ). This manuscript offers meaningful contributions to consumer behavior literature on eye-tracking technology, novel plant
Bridget K. Behe
Firms have limited resources that cannot be allocated efficiently to the market as a whole, but can be targeted to selected customer groups. Market segmentation is the process of dividing a market into distinct customer components. Selected products and services that best meet the needs of a selected customer group are targeted to that particular segment in a marketing strategy. Market segmentation and product-targeting concepts help management efficiently allocate scarce resources as part of a comprehensive strategy to expand revenues and profits.
Bridget Behe, Robert Nelson, Susan Barton, Charles Hall, Charles D. Safley, and Steven Turner
Researchers often investigate consumer preferences by examining variables consecutively, rather than simultaneously. Conjoint analysis facilitates simultaneous investigation of multiple variables. Cluster analysis facilitates development of actionable market segments. Our objective was to identify relative importance and consumer preferences for flower color, leaf variegation, and price of geraniums (Pelargonium ×hortorum L.H. Bail.) and to identify several actionable market segments. We also evaluated the desirability of a hypothetical blue geranium. Photographic images were digitized and manipulated to produce plants similar in flower area, but varying in flower color (red, lavender, pink, white, and blue), leaf variegation (plain green, dark green zone, and white zone), and price ($1.39 to $2.79). Conjoint analysis revealed that flower color was the primary consideration in the purchase decision, followed by leaf variegation and price. A cluster analysis that excluded blue geraniums yielded four actionable consumer segments. When preferences for the blue geranium were included, six consumer segments were identified.
Bridget K. Behe and Dennis J. Wolnick
Market segmentation is an, efficient method of defining consumer groups to develop new markets. The purpose of this research was to determine the viability of market segmentation strategies based on volume and location of purchase. A sample of 401 Pennsylvania floral consumers was divided into groups based on the number and the primary location of floral purchases. Two discriminant analyses were conducted to determine differences between market segments. Heavy floral consumers exhibited a higher level of floral knowledge, purchased more floral products for themselves and from nonflorist retailers, and had higher incomes than light or medium floral users. Florist customers purchased fresh flowers more frequently, bought more floral gifts, and spent a higher amount per purchase than supermarket customers. Segmentation based on volume of purchase and primary retail location are both viable alternatives for market development strategies for floral consumers.
Bridget K. Behe and Dennis J. Wolnick
We determined the influence of demographic characteristics and floral knowledge (measured as product experience) on the type of floral product purchased. A sample of 401 Pennsylvania residents was divided into fresh flower and flowering plant consumer segments. Results of discriminant analyses showed the two segments were moderately distinct. Purchasers of fresh flowers were younger and more likely employed outside the home than those who purchased flowering plants, but the latter had more blooming plants in their homes than did consumers of fresh flowers. Consumers of flowering plants and of fresh flowers did not differ in their level of floral knowledge or demographic characteristics. Minor differences were found between the two segments that were not substantial enough to justify distinct marketing strategies.
Bridget K. Behe, Timothy A. Prince, and Harry K. Tayama
Survey analysis of 510 floral product consumers in Ohio supermarkets identified 34 factors that affect floral purchasing. Responses to 106 survey questions were factor-analyzed using a principal component analysis with varimax rotate that yielded 34 independent factors, accounting for 64% of the total variance. Factors were grouped into five major categories: product, consumer, store, use (gift), and use (location) factors. The analysis condensed the domain of consumer floral purchasing issues into fewer factors that represent the most important influences on floral buying decisions. The factors are useful in market segmentation and were used to define five market segments of supermarket-floral customers.