Color Determines What Annual Summer Plants People Buy

Color is the primary criterion on which buyers of annual summer-flowering plants base their purchasing decisions. That is the outcome of a new study by the Dutch Product Board for Horticulture, which looked into the issue in detail.

How does the consumer decide what to buy on the shop floor when it comes to annual summer plants? And which factors stimulate his decision and which turn him off instead? Those key sales questions inspired the new study of the Product Board for Horticulture. To come up with an answer, the Dutch organization undertook market research among garden center customers in France.

It turns out that color is the primary factor influencing the selection process of buyers. The particular variety of plant is off less concern, the study shows. Consumers have little knowledge of the names of the plants they see and do not really care to learn about them either.

Organizing store sections by the color of the plants therefore helps buyers with their selection process. The study also found that while pricing always plays a role, consumers consider it less important when deciding what to actually buy. They do remain receptive to special offers, however.

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