Behaviour Patterns of Irish Gardening Consumers

摘要

To stem the increasing flow of nursery stock imports and to increase competitiveness in relation to nursery stock production, Irish growers must put more effort into marketing and product development. Fundamental to this is identifying and understanding the background and behaviour of the "true" customer the end-user or consumer. The Bord Bia (Irish Food Board) research presented in this paper profiles the "typical" Irish gardening consumer, describes the motivation behind their gardening purchases and identifies the main factors influencing the decision process at point of purchase.