Survey Research Objectives & Methods

Survey Reliability & Survey Sampling Error

Demographic Profile of Floral-Buying Respondents; Comparisons Across Study Years, 2010, 2013, & 2018. (Five U.S. Regions, Consumer Age, Household Income, Education Level, Urbanization, and Household Composition: Single Males, Single Females, Presence of Children, Teenagers, and Retiree in the Household)

Household Usage of Social Media

Social Media Usage by Consumer Demographics

Household Floral Spending (Dollars; also cut-flower and indoor potted plant spending)

Household Floral Spending by Consumer Demographics Over Time

Cut-Flower Product Purchasing (Household incidence of purchasing a floral arrangement, bouquet, cut roses, "stems to arrange", or a corsage).

Indoor Potted Plant Product Purchasing 

(Household incidence of purchasing a potted poinsettia, azalea, Easter lily, potted Spring-flowering bulbs, potted mum, green plant, potted orchid, dish garden/ planter, potted hibiscus, and potted hydrangea).

Floral-Product Purchasing by Consumer Demographics Over Time

Household Product Usage: 24 Holidays, Events, and Occasions of Floral Purchase

 ( for Christmas, Thanksgiving, Valentine’s Day, Easter, Mother’s Day, Secretary’s Day, Birthdays, Anniversaries, Parties, Thank-You Gifting, Proms/Dances, Home Decoration, Self-Usage, and 10 other occasions & events )

Floral-Product Usage by Consumer Demographics Over Time

Floral Channel Categories

 Florist Shops, Internet/ National 800-Numbers, Garden Centers, Farmers Markets, Supermarket Florists, Home/ Hardware Centers, Discount & Super Discount Stores, Wholesale Stores, Street Vendors, Mail-Order Catalogs, Convenience Stores

Key National & Regional Businesses Named by Households

Channel Shares of Total Household Floral Spending

Channel Shares of Household Cut-Flower Spending

Channel Shares of Household Cut-Flower Spending by Consumer Demographics Over Time

Channel Shares of Household Potted Plant Spending

Channel Shares of Household Potted Plant Spending by Consumer Demographics Over Time

On-Line Floral Purchases Made with a Mobile Device

On-Line/ Mobile Device Floral Purchases by Consumer Demographics

Floral Channel Performance Factors (Identifying 15 Factors of Channel Performance)

Modeling the Key Drivers to Consumer Floral Purchasing & Consumer Satisfaction

Drivers to Purchasing/ Satisfaction by Consumer Demographics Over Time

Floral Channel Performance (Factor Scores By Channel)

Floral Channel Performance by Consumer Demographics

Historical Channel Attribute Scoring

Historical Channel Scoring on "Poor Quality" Attributes

Historical Channel Scoring on "Value" Attributes

Historical Channel Scoring on "Over-Priced" Attributes

Historical Channel Scoring on "Sales Assistance/ Courtesy" Attributes

Historical Channel Scoring on "Delivery of Custom Orders" Attributes

Historical Channel Scoring on "Plant Quality & Selection" Attributes

Historical Channel Scoring on "Fashionable Colors" Attributes

Historical Channel Scoring on "Lacking Desirable Colors" Attribute

Historical Channel Scoring on "Ease of Buying" Attribute

Historical Channel Scoring on "Unusual Flowers" Attributes

Historical Channel Scoring on "Useful Web Site/ Catalogs" Attributes

Historical Channel Scoring on "Premium Pricing" Attribute

Historical Channel Scoring on "Bouquet Selection" Attribute

Historical Channel Scoring on "Do-It-Yourself Flowers" Attribute

Historical Channel Scoring on "24-Hour Access" Attribute

Consumer Satisfaction and Purchasing Loyalty with Floral Channels

Consumers’ Future Purchasing Intentions from Floral Channels

Consumer Future Purchasing Intentions by Consumer Demographics

Intention to Recommend each Floral Business to Friend

Identifying the Behavioral Drivers to Consumer Floral Purchasing

Defines Key Drivers to Consumer Floral-Purchasing Behavior

 Models Show How the Above 15 Outlet Performance Factors Influence Consumer Floral Purchasing, Satisfaction, and Future Intention to Purchase Floral Products at the Floral Channels.

Purchasing/ Satisfaction Drivers for Consumer Study Group Overall

Purchasing/ Satisfaction Drivers for More than 25 Consumer Demographic Groups

Change in Consumer Behavior (Drivers) Over Recent Study Periods (2018, 2013, 2010)

Conclusion

Question & Answer Session