ISHS Acta Horticulturae 831: XVI International Symposium on Horticultural Economics and Management
REGRET AND THE CHANGING AMERICAN GARDENER |
| Authors: | J.H. Dennis, B.K. Behe |
| Keywords: | consumers, ethnicity, regret, survey |
| DOI: | 10.17660/ActaHortic.2009.831.36 |
| Abstract:
Research and statistics have shown that gardening purchases have been stagnant. Understanding customer segments and examining overall consumption experiences may be one way to increase consumer purchases. An awareness of homogenous customer groups such as African-Americans, Asian-Americans, and Hispanic-Americans is important yet very little information exists. A study was conducted to examine differences in levels of regret for gardening purchases by ethnic background. This information provides insight into the overall consumption experience of the ethnic gardening consumer. | |
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