ISHS Acta Horticulturae 203: IX Symposium on Horticultural Economics, XXII IHC
SEGMENTING THE FLOWERING PLANT INDUSTRY BY PRODUCT MIX, MARKETING SEASON, AND CHANNEL OF DISTRIBUTION |
| Authors: | T.L. Prince, D.A. Schilling, W.T. Rhodus, S.L. Born, J.G. Seeley |
| Abstract:
Survey research of 740 flowering plant producers throughout the U.S. provided crop production and crop marketing information on the industry. The types of flowering plant crops produced and the months each crop was marketed were identified for each firm. Factor and cluster analysis of the survey data yielded six industry segments representing distinct crop production/marketing behavior. Each industry segment was described by years in operation, size of production facility, primary channel of product distribution, product mix, and seasonal crop marketing pattern. An analysis of the six industry segments forwards a model regarding the evolutionary nature of the flowering plant industry in the U.S. As firms mature and/or increase in size of production, they diversify their channels of product distribution and exhibit specific crop production and marketing behaviors. | |
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