The floriculture industry is one of the fastest growing sectors of agriculture in the United States. In 1996, floriculture ranked seventh among commodity groups, behind only cattle and calves, dairy products, corn, hogs, and soybeans. Floriculture crops, defined as cut flowers, cut cultivated greens, potted flowering plants, potted foliage, bedding and garden plants, accounted for about one third of grower cash receipts for floriculture and environmental horticulture. In order to continue this growing trend it is of vital importance to gain insight into consumer preferences on floral products. Specifically, there are two key factors that need to be analyzed in order to understand how consumers base their decision to buy or not to buy floral products: market penetration and buyer frequency. Understanding what are the factors that influence non-buyers of floral products to become buyers, and the factors that influence buyers to increase their expenditures on floral products is vital information that the industry can use to design specific programs targeting different demographic groups according to their specific preferences on flowers.
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