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Berg and van den Berg, 2015 ). Additional research explores crop breeding, traditional food production, and economics, as well as public health and consumer perspectives ( Bliss, 1999 ; Goldman, 2014 ; Hansson et al., 2018 ; Patil et al., 2014

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consumers ( Meyer et al., 2016 ). Despite benefitting large segments of society, few federal and state grants fund horticultural research that is intentionally helpful to consumers and end-users ( Bauske et al., 2015 ). To remedy this inequity, the CH and

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dedicated to consumer horticulture research, education, and extension. Most consumer horticulture specialists have extension appointments with little or no responsibility for research or support from research teams. In addition, the U.S. Department of

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and software, now is an ideal time to investigate what captures attention in displays. These devices enable researchers to get closer to the consumer in ways not possible before the advent of this technology. Anthropological studies would permit a

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Worldwide floral sales exceed $25 billion annually and the U.S. ranked 12th of 15 countries in per capita floral consumption. The objective of this paper is to summarize published consumer research in the floral industry. Floral purchases are often correlated to demographic characteristics. Age and income are positively correlated to floral expenditures. Research has investigated differences in purchasing behavior by gender and nationality. Studies have documented consumer preferences for flower and color preferences. Consumer purchase frequency and retailer patronage have also been investigated. Multivariate analyses have enabled researchers to relate many variables simultaneously to floral purchases yielding market segments and perceived product value. Consumer research in the floral industry began in 1956, yet less than 100 studies have been published to date.

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Tour. Mgt. 27 235 246 Bauske, E.M. Bachman, G.R. Bewick, T. Bradley, L. Close, D. Durham, R. Meyer, M.H. 2015 The case for a national strategic plan for consumer horticulture research, education, and extension HortTechnology 25 477 479 Bauske, E. Waltz

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Abstract

Those responsible for publicly sponsored agricultural research are frequently accused of serving only the interests of large-scale commercial agriculture and the agri-business and agri-chemical industries. Instead of denying this charge, spokesmen for federal and state research institutions often express the opinion that we must concentrate our limited research resources on the primary source of our impressive food and fiber production, which is large-scale agriculture. This kind of rhetoric has nurtured the impression that very little agricultural research is applicable to small farm or garden enterprises, because administrators of agricultural research do not consider these enterprises important. It seemed to us, therefore, that the first requirement in assessing the research and research needs of consumer horticulture was to ascertain the numerical importance of the likely beneficiaries of small farm research and the potential contribution to human welfare of such research. We chose to consider research for all small agricultural enterprises, because the same technology should apply to small, intensively cultivated plots whether they are home gardens, small commercial farms with high value crops, or subsistence farms.

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1 Graduate Student, Depts. of Horticulture and Marketing. 2 Assistant Professor, Depts. of Horticulture and Agricultural Economics and Rural Sociology. Salaries and research support provided by State and Federal Funds appropriated to the

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consumer by their eating habits as has been effective in past research ( Pliner and Hobden, 1992 ). Ballots. Adult consumers rated their degree of liking on the 9-point hedonic scale ( Peryam and Pilgrim, 1957 ) for appearance, internal color, OL, flavor

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