Consumer Research

( The "data embargo" with our sole survey sponsor, Smithers-Oasis, has ended. )

Here's just a sample of what the Floral Industry is saying about the P&P Consumer Research:

"This is very useful ( CD ) and I am glad I made the investment." . . .
Patrick Busch, CEO, Len Busch Roses. Plymouth, MN

"Tom & Tim . . . Thank you for your time ( on-site presentation ). . . Staff really enjoyed and got a lot from the presentation."
Andy Higgins, President, Ecke Ranch, Encinitas, CA

"We want to order the P&P Consumer Research CD . . . as we need to better understand the floral consumer".
Floral Representative, Safeway, Pleasanton, CA

_{And
the folks at Gardens America (Miami, FL) are so pleased .
.   . they're promoting the Prince & Prince Consumer
Floral Seminar on the Gardens America
web site .   .   .} http://www.gardensamerica.com/PhotoGallerydetail.asp?GalleryID=25

Surveying over 1,200 randomly-selected floral-buying households throughout the US in 2007 and comparison with prior P&P national consumer surveys conducted in 2000, and 1996. The surveys reveal the floral-purchasing behavior of US consumer households as we came out of the last recession (1996 season), during the "boom period" of 2000, and as we headed into the current economic recession (Fall of 2007). The P&P US Consumer Floral Tracking Survey assesses the following:

1) Floral Purchasing Metrics - - who buys, what do they buy, where do they buy, and how much do they spend? . . . and how has that changed over the past decade?

2) Floral Outlet Market Shares - - Of the total "pie" for cut-flower and potted plant spending, what share does each floral outlet now claim? . . . and how has that changed over the past decade? . . . Identifies floral shares for Florist Shops, Supermarket Florists, Discount & Super-Discount Stores, On-line (Internet), Garden Centers, Home/Hardware Centers, National 800 Numbers, Farmer's Markets, Wholesale Stores, Street Vendors, Mail-Order Catalogs, and Convenience Stores.

3) Floral Outlet Performance - - how do consumers perceive the floral-product offerings, services, selection, value and image of the various outlets that market floral products (over 30 product/service/image attributes measured across 10 floral-outlet classes) . . . and how has that performance perception changed for each type of floral outlet? . . . which outlets have improved their performance? . . . and which outlets show performance declines?

4) Consumers' Satisfaction and Future Buying Intentions at each Outlet - - Which floral outlets most satisfy consumers today? . . . and which outlets largely generate dissatisfaction among consumers? . . . which floral outlets are likely retaining customers with repeat purchasing? . . . which floral outlets are gaining and losing customers at the same rate (Churning)? . . . and which floral outlets are predicted to lose customers?

5) Consumers' Value Propositions and "Drivers" to Purchasing Behavior - - What floral-product offerings services, and perceptions of the floral offering drive customer satisfaction & floral purchasing at the outlet? . . . Just what are the key "Value Propositions" of consumers today? . . . and how does that compare to a decade ago? . . . In what areas should the floral-outlets focus to gain floral sales? . . . and to gain repeat purchasing?

6) Demographic Profile of Floral-Buying Consumers - - What are the key floral-buying consumer groups today? . . . and how has that changed over the past decade? . . . How do the above metrics (Floral Purchasing, Outlet Performances, Outlet Market Shares, Consumer Satisfaction & Future Buying Intentions, and Consumers' Value Propositions) vary across 25+ consumer demographic groups (age, income, education, US regions, urbanization, and household-composition groups)?

Collectively, the P&P consumer research answers the following: Who are the floral consumers of today? . . . What are they buying? . . . How much are they spending? . . . Where are they buying? . . . Why are they buying? . . . How are the specific floral outlets performing? - - their strengths and their weaknesses? . . . In what areas should the floral outlets focus to gain more floral sales? . . . and . . . How has ALL of this changed over the past decade?

This research is useful for all floral-related companies involved in market planning & strategy, retail competitive analysis, distribution-channel strategy, consumer-market segmentation, floral-product trend analysis & demand forecasting, and all companies considering entering the US floral industry (e.g. new florists, wholesalers, importers, and suppliers).

The Prince & Prince US Consumer Floral Tracking Survey is now available as an on-site seminar presented at your business location, or as a "Seminar on CD" only. Contact Prince & Prince for on-site seminar pricing and scheduling. The "Seminar on CD" is priced at $595 (over 800 slides of consumer market information), and is provided as a Power-Point "Slide Show" presentation on a password protected CD.