FloralMarketResearch.com - - The site for Floral Marketing Research
The US Consumer Floral Tracking Survey
Perspectives on the Past! . . . and Insight to the Future!
The Prince & Prince US Consumer Floral Tracking Survey is 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.
Details of Floral Market Metrics Captured in
The US Consumer Floral Tracking Survey
Survey sample comprises a probability-based, random selection of over 1,200 floral-buying households throughout the United States in 2007, and comparison with similar P&P Floral Tracking Surveys conducted in 2000 (over 1,000 randomly-selected households), and in 1996 (over 1,000 randomly-selected households). All survey findings grouped by consumer demographics to identify trends for specific floral-buying groups.
Level of Floral Spending Over the Past Year ( Household Dollar Spending )
Cut-Flower Spending and Potted Plant Spending
Incidence of Purchasing Specific Floral Products
Cut-Flower Products
Arrangements, Bouquets, Corsages, Cut Roses, Stems to Arrange
Potted Plant Products
Azalea, Potted Mum, Dish Garden/ Planter, Poinsettia, Easter Lily,
Potted Spring-Flowering Bulbs, Potted Orchid, and Green Plant
Incidence of Purchasing Floral for Specific Holidays, Occasions, & Events
Birthday Gift, Valentine's Day, Party Decoration, Thanksgiving, Mother's Day, Anniversary,
Get-Well Gift, Home Decoration, Funeral Tribute, Office Decoration, New Baby Gift, Thank-You Gift,
Christmas, Secretary's Day, For Myself, Easter, Romantic Gift, Cheer-Up Gift, Host/Hostess Gift,
Co-Worker Gift, For Church/ Synagogue, Halloween, Wedding Ceremony, Proms/ Dances
Outlets of Floral Purchasing
( Level of Cut Flower & Potted Plant Spending at the Outlets )
Each Household Names the Business of Floral Purchasing, and Classifies the Business into 10 Floral Outlet Classes
(e.g. Florist Shop, Supermarket Florist, Super-Discounter, Garden Center, etc.) - - Prince & Prince Corrects Any Outlet Mis-Classification.
Florist Shop, Supermarket Florist, Super-Discount Store, Discount Store, On-Line (Internet),
Garden Center, Home/ Hardware Center, Mail-Order Catalog, National 800-Number, Street Vendor,
Farmer's Market, Convenience Store, Wholesale Store, and Other Outlets Specified
Consumer Evaluation of Floral Outlets
( Measures 15 Performance Factors that Describe the Floral Outlets )
Each Household Evaluates Up to 3 Floral Outlets Where they Purchase.
Performance Factors
Delivery of Custom Orders, Ease of Buying, 24-Hour Access, Sales Assistance/ Courtesy,
Useful Web Site/ Catalogs, Value, Over-Priced, Premium Pricing, Plant Quality & Selection,
Bouquet Selection, Do-It-Yourself Flowers, Unusual Flowers, Fashionable Colors,
Lacking Desirable Colors, Poor Quality
Outcome Measures
Overall Level of Satisfaction with each Floral Outlet
Level of Purchasing at each Floral Outlet
Intention to Increase Buying at each Floral Outlet
Intention to Decrease Buying at each Floral Outlet
Intention to Recommend each Floral Outlet to Friend
Computed Model Parameter Estimates ( Defines Key Drivers to Consumer Behavior - - Models How the Above 15 Outlet Performance Factors Influence Consumer Floral Purchasing & Satisfaction with the Outlets ).
Purchasing/Satisfaction Drivers for Overall Consumer Study Group
Purchasing/Satisfaction Drivers for More than 25 Consumer Demographic Groups
Change in Consumer Behavior (Drivers) Over Recent Study Periods (2000 vs. 2007)
US Consumer Household Demographics Measured
US Region
Northeast ( CT, MA, ME, NH, RI, VT, NJ, NY, PA )
North Central ( IL, IN, MI, OH, WI, IA, KS, MN, MO, NE, ND, SD )
South Atlantic ( DC, DE, MD, NC, VA, WV, FL, GA, SC )
South Central ( AL, KY, MS, TN, AR, LA, OK, TX )
West ( AZ, CO, ID, MT, NM, NV, UT, WY, AK, CA, HI, OR, WA )
Urbanization Level of Household Location
Rural or Country
City or Town (population of 50,000 or less)
Central City of Metro Area
Suburb of Metro Area
Age of Householder
Under 35, 35 to 44, 45 to 54, 55 to 64, 65 & Older
Household Income
$25,000 or Less, $25,001 to $50,000, $50,001 to $75,000
$75,001 to $100,000, Over $100,000
Highest Level of Education in Household
High School or Less
College/Technical Degree
Graduate/ Professional Degree
Singles
Single Male Household
Single Female Household
More than One Adult Household
Household Composition
Presence of Children in Household
Presence of Teenagers in Household
Presence of Retirees in Household
Tracking Analysis of All Survey Metrics Over Time
Over 100 Consumer Floral Metrics Tracked Across 3 Study Periods (1996, 2000, 2007).
Metrics Tracked Over Study Periods for More than 25 Consumer Demographic Groups.
Model Analyses Captures the Motivational Behaviors and Values Underlying Consumer Floral Buying.
Studies Based on Mailed Surveys of US Consumer Households - - Utilizing a Random Selection of Households
( P&P does NOT use Panels or On-Line Polls! )
Now, the most definitive, reliable, and valid study of the US Floral Industry:
The US Consumer Floral Tracking Survey
Perspectives on the Past! . . . and Insight to the Future!
( Call P&P to Schedule the Seminar this Fall/Winter! )
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Call or e-mail Prince & Prince to schedule "The US Consumer Floral Tracking Survey" seminar at your business location. |
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The complete seminar is about 6 hours in length, but the seminar can range from 2 to 6 hours, depending on the number of topics covered (Click HERE to see Seminar Topics). (Click HERE to see some highlights of our recent seminar presented to Gardens America in Miami, FL). |
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The seminar can be presented to your management team, and wholesalers may invite several of their core florist customers to the presentation for added insight ( at no additional charge ), and to build loyalty with those florist customers. |
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Prince & Prince provides all the presentation equipment; all that is required is a large screen or a flat, light-colored wall. |
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Seminar fees vary depending upon the size of the seminar audience, or if the presentation is made to multiple groups. Contact Prince & Prince for information on seminar fees. |
Prince & Prince, Inc. PO Box 2465, Columbus, OH 43216-2465
phone: 614-299-4050; E-mail: FloralMktResearch@att.net