The Floral Marketing Research Fund (FMRF) recently released a comprehensive study titled “Consumer Preference for Flowers as Gifts.” According to the study, the quality of flowers is more important to consumers than price.
When compared with other attributes when purchasing flowers, consumers ranked quality the highest consideration in the buying process, followed by color, price, design and other factors.
That’s just one finding from the research study that’s now available from the FMRF. The Floral Marketing Research Fund was established in 2008 by volunteers of the American Floral Endowment board of trustees to support consumer research that benefits the floral industry.
Funded in part by Asocolflores and other industry individuals and organizations, this research provides important insight on how consumers perceive floral advertising, price, longevity, fragrance, appropriateness of flowers for specific occasions and other preferences.
The "Consumer Preference for Flowers as Gifts: Age Segments, Substitutes, and Perceived Risks" is the result of a two-year project funded by FMRF, which was conducted under the guidance of Chengyan Yue at the University of Minnesota, with support from Bridget Behe at Michigan State University and Charlie Hall at Texas A&M University.
“Our industry needs to be aggressive in seeking ways to bring our beautiful product to more people and to make sure we understand who our future customers are and what is important to them,” says Paul Bachman, of Bachman’s Inc., in Minneapolis, who’s also the chairman of the FMRF. “The Floral Marketing Research Fund is dedicated to addressing these extremely important marketing questions, and we are excited that Dr. Yue’s research hit the bulls eye in what we hope will be an ongoing program directed at critical marketing topics.”
Reports can be downloaded from the FMRF website at www.floralmarketingresearchfund.org.