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P&P's CONSUMER FLORAL SEMINAR

The Updated P&P Consumer Floral Seminar:

"The U.S. Consumer Floral Tracking Survey, 2014 Edition"

Dedicated to helping the U.S. floral industry re-build the floral market .  .  .  holiday by holiday .  .  .   occasion by occasion .  .  .  and through no occasion at all!  (self-usage of floral, and for home decoration)

      

The Prince & Prince (P&P) U.S. Consumer Floral Tracking Survey, 2014 Edition is now available as an on-site seminar presented at your business location.   Contact P&P for seminar pricing and scheduling.

Consumer Seminar Topics

Details of Floral Market Metrics Captured in

The Prince & Prince U.S. Consumer Floral Tracking Survey, 2014 Edition

Survey sample comprises a probability-based, random selection of over 900 floral-buying households throughout the United States in 2013, and comparison with similar P&P Floral Tracking Surveys conducted in 2010 (over 1,000 randomly-selected households),  and in 2007 (over 1,000 randomly-selected households).   The tracking survey captures specific changes in consumer floral-purchasing and the priorities of consumers before and after the U.S. recession.   All survey findings grouped by consumer demographics to identify trends for specific floral-buying groups.

Survey Research Objectives & Methods

Survey Reliability & Survey Sampling Error

Demographic Profile of Floral-Buying Respondents; Comparisons Across Study Years, 2007, 2010, & 2013. (Five U.S. Regions, Consumer Age, Household Income, Education Level, Urbanization, and Household Composition: Single Males, Single Females, Presence of Children, Teenagers, and Retiree in the Household)

Household Usage of Social Media

Social Media Usage by Consumer Demographics

Household Floral Spending (Dollars; also cut-flower and indoor potted plant spending)

Household Floral Spending by Consumer Demographics Over Time

Cut-Flower Product Purchasing (Household incidence of purchasing a floral arrangement, bouquet, cut roses, "stems to arrange", or a corsage).

Potted Plant Product Purchasing 

(Household incidence of purchasing a potted poinsettia, azalea, Easter lily, potted Spring-flowering bulbs, potted mum, green plant, potted orchid, dish garden/ planter, potted hibiscus, and potted hydrangea).

Floral-Product Purchasing by Consumer Demographics Over Time

Household Product Usage: 24 Holidays, Events, and Occasions of Floral Purchase

 ( for Christmas, Thanksgiving, Valentine’s Day, Easter, Mother’s Day, Secretary’s Day, Birthdays, Anniversaries, Parties, Thank-You Gifting, Proms/Dances, Home Decoration, Self-Usage, and 10 other occasions & events )

Floral-Product Usage by Consumer Demographics Over Time

Floral Channel Categories

 Florist Shops, Internet/ National 800-Numbers, Garden Centers, Farmers Markets, Supermarket Florists, Home/ Hardware Centers, Discount & Super Discount Stores, Wholesale Stores, Street Vendors, Mail-Order Catalogs, Convenience Stores

Key National & Regional Businesses Named by Households

Channel Shares of Total Household Floral Spending

Channel Shares of Household Cut-Flower Spending

Channel Shares of Household Cut-Flower Spending by Consumer Demographics Over Time

Channel Shares of Household Potted Plant Spending

Channel Shares of Household Potted Plant Spending by Consumer Demographics Over Time

On-Line Floral Purchases Made with a Mobile Device

On-Line/ Mobile Device Floral Purchases by Consumer Demographics

Floral Channel Performance Factors (Identifying 15 Factors of Channel Performance)

Modeling the Key Drivers to Consumer Floral Purchasing & Consumer Satisfaction

Drivers to Purchasing/ Satisfaction by Consumer Demographics Over Time

Floral Channel Performance (Factor Scores By Channel)

Floral Channel Performance by Consumer Demographics

Historical Channel Attribute Scoring

Historical Channel Scoring on "Poor Quality" Attributes

Historical Channel Scoring on "Value" Attributes

Historical Channel Scoring on "Over-Priced" Attributes

Historical Channel Scoring on "Sales Assistance/ Courtesy" Attributes

Historical Channel Scoring on "Delivery of Custom Orders" Attributes

Historical Channel Scoring on "Plant Quality & Selection" Attributes

Historical Channel Scoring on "Fashionable Colors" Attributes

Historical Channel Scoring on "Lacking Desirable Colors" Attribute

Historical Channel Scoring on "Ease of Buying" Attribute

Historical Channel Scoring on "Unusual Flowers" Attributes

Historical Channel Scoring on "Useful Web Site/ Catalogs" Attributes

Historical Channel Scoring on "Premium Pricing" Attribute

Historical Channel Scoring on "Bouquet Selection" Attribute

Historical Channel Scoring on "Do-It-Yourself Flowers" Attribute

Historical Channel Scoring on "24-Hour Access" Attribute

Consumer Satisfaction and Purchasing Loyalty with Floral Channels

Consumers’ Future Purchasing Intentions from Floral Channels

Consumer Future Purchasing Intentions by Consumer Demographics

Intention to Recommend each Floral Business to Friend

Identifying the Behavioral Drivers to Consumer Floral Purchasing

Defines Key Drivers to Consumer Floral-Purchasing Behavior

 Models How the Above 15 Outlet Performance Factors Influence Consumer Floral Purchasing, Satisfaction, and Future Intention to Purchase Floral Products at the Floral Channels.

Purchasing/ Satisfaction Drivers for Consumer Study Group Overall

Purchasing/ Satisfaction Drivers for More than 25 Consumer Demographic Groups

Change in Consumer Behavior (Drivers) Over Recent Study Periods (2013, 2010, 2007)

Conclusion

Question & Answer Session

 

U.S. Consumer Household Demographics Measured in Survey

U.S. Regions

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 (2013, 2010, 2007).

Metrics Tracked Over Study Periods for More than 25 Consumer Demographic Groups.

Models Captures the Motivational Behaviors and Values Underlying Consumer Floral Buying.

Studies Based on Mailed Surveys of U.S. Households with On-Line Web-Survey Option

Sampling Utilizes a Large, Random Selection of U.S. Households

P&P does NOT use Agency Panels or On-Line Polls!

Now, the most definitive, reliable, and valid study of the U.S. Floral Industry:

The P&P U.S. Consumer Floral Tracking Survey, 2014 Edition

Perspectives on the Past!  .   .   .   and Insight to the Future!

 

Contact P&P for Seminar Pricing Options, and to Schedule the P&P Consumer Floral Seminar at Your Business this Year! 

 

 

Prince & Prince, Inc.  PO Box 2465,  Columbus, OH  43216-2465

phone: 614-299-4050;   E-mail: FloralMktResearch@att.net

 

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