COLUMBUS, Ohio – For members of the floral industry and allied trade, Prince & Prince, a leader in floral market research, makes available the updated P&P U.S. Consumer Floral Tracking Survey with three seminar presentation options: 1) a one-day, on-site seminar presentation, 2) a half-day, “Highlights Only” on-site seminar presentation, and 3) the complete presentation on CD, the “Seminar on CD” only option (800+ slides, but no on-site presentation). Both on-site seminar options include the complete presentation on CD for future reference.
The P&P consumer floral seminar reveals where the US floral industry has been, where it is now, and where it is likely headed. Based on the recently updated P&P U.S. Consumer Floral Tracking Survey (conducted in the Summer/ Fall of 2010), and prior P&P tracking surveys, the seminar reveals trends in over 100 metrics related to consumer cut-flower and indoor potted plant purchasing across the past decade, for the survey years of 2000 (boom period), 2007 (prior to the US recession), and 2010 (after the US recession). For each survey period, P&P has obtained completed surveys from over 1,000 floral-buying households throughout the U.S. The P&P survey sample is a probability-based random sample (the “gold standard” in market research) of U.S. floral buyers, not a panel of “professional survey-takers”, nor a ”convenience web poll”, thus the P&P survey provides reliable estimates of the US floral market for decision-making.
The P&P survey profiles numerous demographics of the US floral buyer, revealing how the composition of the floral market has changed over time. The survey also tracks consumer floral spending levels, specific floral products purchased (tracks over 12 product categories), and identifies the major holidays, events and occasions (HEO’s) of floral purchase (24 HEO’s tracked), thus revealing the structural change in floral demand across the decade. Additionally, the P&P survey tracks over time a comprehensive evaluation of the top 10 floral channels used by consumers (over 30 attributes tracked for each channel), revealing the floral channels that are gaining strength and market share (and the reasons why), and the channels that are showing weaknesses and declining share. P&P also develops response models from the consumer floral database to identify the key consumer priorities driving floral purchasing and satisfaction with the floral offerings at the various outlets, currently, and consumer priority trends across the past decade, and since the 2008 recession. These model findings reveal trends in consumers’ behavioral motivations toward floral purchasing, and shows where members of the floral industry must now focus to increase floral sales and consumer satisfaction. More details about the P&P U.S. Consumer Floral Tracking Survey are at the P&P web site: http://www.floralmarketresearch.com/details.htm
The P&P consumer floral research is useful for companies involved in strategic planning, retail competitive analysis, distribution-channel strategy, consumer-market segmentation, and floral demand forecasting. The P&P consumer research is also useful for companies concerned about how best to "weather" the current economic climate in the US, and how best to identify and exploit the market opportunities that are currently unfolding in the US floral industry.
The P&P Consumer Floral "Seminar on CD” contains all the survey information contained in the P&P on-site seminar (over 800 slides of market information in 10 pdf files), but little of P&P commentary and discussion about the research. The CD is priced at $795, including Priority Mail for CD shipment (over-night shipping is additional). A “Seminar on CD” order form is available at the P&P web site: http://www.floralmarketresearch.com/order_form.htm
P&P’s on-site seminar fees vary depending upon the size of the seminar audience and the length of the seminar (full day, or half day presentation), or if the seminar is provided to multiple groups at one location. Please contact P&P for information about on-site seminar fees.
Smithers-Oasis, North America, was the key sponsor for the 2010 P&P U.S. Consumer Floral Tracking Survey, and received exclusivity of the P&P survey information through June, 2012. Since 1996, P&P and its research sponsors have invested over $250,000 collectively in developing the P&P consumer floral tracking database, the core of P&P’s consumer seminar and CD offerings.
About Prince & Prince (P&P)
Drs. Tom and Tim Prince, formerly of The Ohio State University, are brothers and co-founders of Prince & Prince, Inc., a leading marketing research specialist in the floral and green plant industries. P&P has completed more than 50 major marketing research projects for the floral and floral-related industries in the US, and has also conducted floral marketing research in Canada, the United Kingdom, Holland, Germany, and Spain. P&P conceptualize, design, and implement market research projects and product tests for floral and green-plant suppliers, hardgood suppliers, floral importers, wholesale florists, retail florists, floral-industry associations, and the allied trade. For more information about P&P marketing research and services, and their informative on-site seminars, visit the P&P web site at http://www.floralmarketresearch.com/, or contact Prince & Prince, Inc., PO Box 2465, Columbus, OH 43216-2465, E-Mail: FloralMktResearch@att.net Telephone: 614-299-4050.
Source: Prince & Prince
