ISHS Acta Horticulturae 135: VII Symposium on Horticultural Economics, XXI IHC
CONSUMER ATTITUDES AND MARKET SEGMENTATION - THE CASE OF THE GERMAN FLOWER MARKET |
| Author: | M. Altmann |
| Abstract:
After a phase of very high growth, some saturation tendencies can be observed on the ornamental plant market. At the same time differentiation of structure of consumer needs is taking place. This new situation requires new methods of demand analysis if a better marketing strategy is to be achieved. One possibility is a psychological market segmentation with consumer typology. In this survey the ornamental plant market has been divided into six consumer categories which have been established on the basis of individual structural attitudes towards the ornamental plants. | |
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