Measuring Demand Factors Influencing Market Penetration and Buying Frequency for Flowers in the U.S.

摘要

The floriculture industry faces many challenges including increasing energy and input prices, seasonality of its products and international competition. To analyze floriculture demand, we estimate and use simulation analysis to decompose it into market penetration and buying frequency. Understanding what are the factors that influence non-buyers of floral products to become buyers, and the factors that influence current buyers to increase their expenditures on floral products is vital information that the industry can use to design specific programs targetingdifferent demographic groups according to their specific preferences for flowers.