ISHS Acta Horticulturae 536: XIVth International Symposium on Horticultural Economics
SEGMENTATION AND TARGET MARKETING IN A FLORAL MARKET |
| Author: | Peter P. Oppenheim |
| Keywords: | Market Segmentation, CHAID, Target Marketing, Floral Marketing |
| Abstract:
In this paper the concept and the importance of market segmentation and target marketing in floral markets is discussed. The effectiveness of market segmentation is briefly reviewed before the author outlines the CHAID approach to market segmentation, which is based on consumer response to various behavioural variables and floral purchase incidence. The CHAID approach reveals a segmentation profile as well as the nature of floral purchase for each segment. The procedure thereby permits an analysis of the demographic, attitudinal, behavioural and floral preference characteristics for each segment. The CHAID approach to segmentation is then applied to a study of floral buying behaviour in which floral products were chosen for own home decoration. As the segmentation procedure requires the sample population to be divided on the basis of purchase incidence, the most significant factors influencing the propensity for consumers to purchase floral products were also identified. The technique, which is described in this paper, is easy to implement and provides a practical alternative to traditional statistical models. Given the objective of identifying and targeting buyers that are most likely to purchase floral products, the results may be used to assist in the design of marketing programs either for individual floral organisations or industry based marketing strategies. | |
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