ISHS Acta Horticulturae 203: IX Symposium on Horticultural Economics, XXII IHC
REGIONAL DIFFERENCES IN RETAIL FLORAL MERCHANDISING STRATEGIES |
| Authors: | B.K. Behe, T.L. Prince, W.T. Rhodus, J.L. Robertson |
| Abstract:
A seven page mail survey was collected from 1520 U.S. floral retailers. Firms were divided into nine USDA regions and questions were factor analyzed. Mean factor scores were calculated for each region on the following factors: degree of advertising, amount of telephone sales, percent perishable sales, consumer information, open-house exhibitions, degree of mass marketing, wire order arrangement price, and price of a dozen roses. The Pacific region was most similar to the Mid-Atlantic, New England, and West South Central regions. Florists in these regions had a more progressive strategy than florists in other regions. Floral retailers in the East and West North Central regions were most different from Pacific retailers and exhibited a more traditional merchandising strategy. Consumer lifestyles, availability of supply, and competition were proposed explanations of the observed variance. | |
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