Journal of Horticulture
Open Access
ISSN: 2376-0354
+44-20-4587-4809
ISSN: 2376-0354
+44-20-4587-4809
Thomas A Colquhoun
1525 Fifield Hall, Gainesville, FL 32611
Tanzania
Research Article
Identifying the Drivers of a Foliage Plant Purchasing Decision via Contemporary Psychophysics
Author(s): Patricia E Dewar, Shea A Keene, Terah N Kalk, David G Clark, Thomas A Colquhoun and Howard R MoskowitzPatricia E Dewar, Shea A Keene, Terah N Kalk, David G Clark, Thomas A Colquhoun and Howard R Moskowitz
Using modified conjoint analysis techniques, two separate yet sequential studies were conducted to gain a better understanding of foliage plant consumers and their plant/purchasing preferences. The first study primarily focused on consumers’ perceptions of a foliage plant and various purchasing conditions. The second study focused on accessories featured with a foliage plant in a retail setting. These studies revealed elements that appealed to each study's population as a whole, to specific demographic groups, and to different segments of the overall populations. Through both studies, the concept of "buy one, get one free" was of strong interest to the majority of participants. Elements related to consumer benefits, such as “this plant has been proven to improve the indoor air quality of your home,” received the highest overall interest in study o.. View More»
DOI:
10.4172/2376-0354.1000177