As a benefit for the floral industry, Prince & Prince (P&P) reveal select findings from their tracking survey of U.S. floral-buying households, including consumer perceptions (attributes) toward the floral businesses where consumers make their floral purchases. In the consumer floral market, consumer perceptions are often realities, as these perceptions of the floral offering (product, service, and business image) largely form the basis for consumer purchase decisions. In statistical reporting, P&P categorize these consumer perceptions of floral businesses into eight major floral channels (e.g. florist shops, supermarkets, super-discounters, Internet/ 800-numbers, wholesale clubs, home/ hardware centers, garden centers, and farmers markets). Of sixteen factors measured in the P&P consumer research, this report details three perceptual factors: 1)
For the Floral Quality factor, the perception that “Their flowers or plants don’t last” (floral longevity) was registered by 13% of all household business ratings ( n = 2,376 ), but the “don’t last” perception varied widely among the major floral channels, ranging from a low of 2% of households that purchased from a particular floral channel (best performance), to a high of 28% for another channel (worst performance). The consumer perception of “Fresh-appearing flowers or plants” (floral freshness) was scored for 65% of all household business ratings, ranging from a low of 42% at one channel (worst), to a high of 80% at another channel (best). And for the consumer perception “Highest quality arrangements or bouquets”, the average across all household business ratings was 40%, but the lowest-scoring channel registered only 9% of household ratings, and the highest-scoring channel reported a strong 80%. These striking differences in consumer perceptions of floral quality suggest that consumes can readily distinguish floral quality perceptually (perceptions of freshness and longevity) among U.S. floral businesses and the major floral channels where consumers purchase.
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