Valentine’s Day is a popular day to give — and receive — a bouquet of flowers. But a recent consumer study from University of Georgia researchers finds that not all gift givers want the same things when it comes to botanical purchases.
Agricultural economist Benjamin Campbell, horticultural research scientist Julie Campbell, and agricultural communication professor Jessica Holt looked at purchasing, preferences and targeted messaging around cut flowers, publishing the results of the study with the Floral Marketing Fund in October. The College of Agricultural and Environmental Sciences researchers examined where people buy flowers, where they planned to buy flowers in the future, the types of flowers they bought or received, as well as what marketing efforts were most effective.
The goal of the study was to help connect the flower industry with consumers to give marketers a better idea of what shoppers are looking for when buying bouquets.
To read the rest of the story, please go to: UGA’s College of Agricultural and Environmental Sciences
