ISHS Acta Horticulturae 817: I International Symposium on Horticulture in Europe
YOUNG FAMILIES AS BUYERS OF HORTICULTURAL PRODUCTS |
| Authors: | J. Schöps, A. Gabriel, K. Menrad |
| Keywords: | purchase behaviour, customer satisfaction, preferred places of purchase, family-specific purchase criteria, shopping with children, factor analysis |
| Abstract:
Young families were an observed target group for buying horticultural products such as flowers and ornamental plants. They earn high household net incomes, are often underrepresented among the buyers of gardening products and offer high potential for future sales not least since these families often influence their children´s prospective consumption behaviour. A survey conducted in Bavaria during summer 2006 could be used to reveal the buying behaviour as well as preferred types of stores of this group. Young families have a keen interest in using their garden, balcony or terrace, thus there is and will be a high demand for plants and gardening products. In order to survey the attitude and expectations of the young families for their preferred place of purchase – traditional retail shops, garden centres or DIY (Do It Yourself)-stores – a valuation of the satisfaction with and importance of crucial criteria of purchasing plants was requested. A comparison of these two evaluations and a factor analysis with reduced superior buying criteria will help to observe the interests of the target group and gives hints for the operator of the places of purchase to reduce and optimize the broad field of marketing in horticultural retail and focus on particular products. | |
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