Search Results
An online survey was developed to investigate Master Gardener perceptions of and preferences for a novel horticultural product, “Do-It-Yourself (DIY) Living Structures Kits,” which include live willow (Salix sp.) stems, instructions on how to build various forms, ties, and cultural guidelines. The survey consisted of 37 items to assess the interest level in this product, to examine the likelihood of consumers’ interest in purchasing this product, and to evaluate preferred designs and potential price points. A total of 249 Connecticut Master Gardeners completed the survey. The respondents provided valuable insights on product popularity and potential. The majority of them were between the ages of 56 and 65 years, female, Caucasian, married, without children in the household, and own a house with a yard in suburban areas. Most of the respondents represented plant purchasers and experienced gardeners. The two most popular structures were the decorative fence and the arbor, and Master Gardeners indicated specific preferred price ranges for the products. Aesthetic appeal was perceived as the main attractive aspect of the product. Among the major factors affecting their decision to purchase DIY Living Structures Kits, most respondents indicated design/type and price as “very important.” Forty-four percent of people were interested in buying one of these kits as a gift for someone. Results revealed that there is potential for a niche market as this group of consumers was enthusiastic about the new product: 74.1% of Master Gardeners responded positively that DIY Living Structures Kits have potential to become new horticultural products. More in-depth product evaluation studies using trial kits and marketing research targeting additional segments of consumers should be conducted in future.