FloralMarketResearch.com - - The site for Floral Marketing Research
Details of Floral Metrics Captured in
The Prince & Prince US Consumer Floral Tracking Survey!
( Smithers-Oasis North America was the Key Survey Sponsor for the 2007 Survey Update. )
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 )
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Cut-Flower Spending |
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Potted Plant Spending |
Incidence of Purchasing Specific Floral Products
Cut-Flower Products
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Arrangement |
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Bouquet |
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Corsage |
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Cut Roses |
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Stems to Arrange |
Potted Plant Products
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Azalea |
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Potted Mum |
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Dish Garden/ Planter |
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Poinsettia |
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Easter Lily |
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Potted Spring-Flowering Bulbs |
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Potted Orchid |
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Green Plant |
Incidence of Purchasing Floral for Specific Holidays, Occasions, & Events
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Birthday Gift |
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Valentine's Day |
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Party Decoration |
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Thanksgiving |
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Mother's Day |
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Anniversary |
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Get-Well Gift |
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Home Decoration |
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Funeral Tribute |
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Office Decoration |
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New Baby Gift |
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Thank-You Gift |
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Christmas |
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Secretary's Day |
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For Myself |
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Easter |
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Romantic Gift |
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Cheer-Up Gift |
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Host/Hostess Gift |
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Co-Worker Gift |
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For Church/ Synagogue |
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Halloween |
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Wedding Ceremony |
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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
Other Outlet 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
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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
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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
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Over 100 Consumer Floral Metrics Tracked Across 3 Study Periods (1996, 2000, 2007). |
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Metrics Tracked Over Study Periods for More than 25 Consumer Demographic Groups. |
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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 Prince & Prince US Consumer Floral Tracking Survey!
Prince & Prince, Inc. PO Box 2465, Columbus, OH 43216-2465
phone: 614-299-4050; E-mail: FloralMktResearch@att.net