gulf states hort expo 2012: today's consumer
DESCRIPTION
Recent consumer research about today's gardening consumer. Presented by Bill Calkins at Gulf States Hort Expo 2012 in Mobile, AL - 1/18/2012TRANSCRIPT
Gulf States Horticultural Expo 2012:
Marketing to Today’s Consumer
The Top 10
• Our top ten findings from Ball’s 2008-2010 research….– Focus Groups– Internet Survey– Store observations
• Mixed in with a few extra ingredients…
10.
• Once a gardener, always a gardener!– Decline isn’t from existing gardeners
leaving or doing less…..
Gardening groups, by age
64%
12%
11%
13%
17%
14%
12%
12%45%
64%
56%
60%
8%
10%
13%
11% 20%
14%
15%
32%
0% 20% 40% 60% 80% 100%
Total (n=906)
<35 yrs (n=168)
35-44 yrs (n=213)
45-54 yrs (n=195)
55+ yrs (n=330)
Percent of Respondents
Acitve Gardeners Declining Gardeners Lapsed Gardeners Non-gardeners
Gardener Type – By Age
Q9. Which of the following best describes your gardening activities?
4%
42%
72%
5%
7%
7%
5%
4%
3%
3%
3%
2%
32%
30%
34%
18%
52%
58%
61%
60%
0% 20% 40% 60% 80% 100%
Total (n=606)
<35 yrs (n=121)
35-44 yrs (n=155)
45-54 yrs (n=143)
55+ yrs (n=187)
Percent of Respondents
Master Gardener Gardening Enthusiast Casual Gardener Unethusiastic Gardener
Q11. Over the last few years, would you say that your time invested in gardening has…?
Q12. Why has the time you have invested in gardening [increased/decreased]?
Increased Somewhat
36%
Increased significantly
10%Decreased
16%
Remained the same38%
Time Invested in Gardening
Why has the time invested in gardening increased? (n=277)
• Garden expanding (36%)
• More time (24%)
• More space (22%)
• Enjoy gardening / More interest (11%)
• Plants need more maintenance (7%)
• Improves value of home (4%)
Why has the time invested in gardening decreased? (n=99)
• Less time (37%)
• Physical limitations (30%)
• Less space (11%)
• Fewer plants (10%)
• Move to condo (5%)
• Weather/Climate (5%)
• Cost of gardening (4%)
Ageless Society
• Disintegrating hierarchy
• “How old would you be if you didn’t know how old you were?” (Satchel Paige)
• Technology is the catalyst that blends generations
• What baby boomer?
9.
• Consumers’ views on gardening and the environment are, well, buried.– Gardening perceived as ‘good’– Not like planting a tree…– …and not like turf….
Eco? The endorser, but not the driver.
Q7a.Below are some statements related to the reasons you garden and your gardening habits. Please rate your agreement with the statements using a scale of 1 to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’.
Eco-lution
• Carrying the burden of responsibility
• Marriage of environmentally friendly with economically viable
• Branded green
• Personal Sustainability Program
• Ecolution is a revolution!
Localize!
• Self sufficiency is my independence
• Knowledge-driven choices
• Distance-driven choices
• Quality trumps quantity
8.
• It’s still not about the price!– ‘A standard impatien in a 4” pot costs
about $2.00….what would you pay for a ….?’
Least Important Characteristic in Purchasing Decision
Q32b. Which characteristic is least important in your decision to purchase?
7.
• In today’s society, convenience is king– But ‘healthy plants’ is table stakes to
get in the game
Stores Purchased Flowers
Q17. What stores did you purchase flowers from in the past year?
Q18. Which of these stores would you consider your primary store for flower purchases?
Other / Local hardware (4%)
Other discount (3%)
55%
50%
45%
43%
17%
15%
37%
21%
18%
16%
1%
6%
0% 20% 40% 60% 80%
Local Nursery
Home Depot
Lowe's
Wal-Mart
Grocery Store
Other
Percent of Gardeners
Primary store
Shopped for flowers
Propensity to ‘shop around’…other stores visited
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%
Home Depot
Lowes
Wal-Mart
IGC
Numbers exceed 100% if more than one secondary outlet chosen.
Reasons For Store SelectionBy Primary Store
Q19/20. Reasons you shop at your primary store?
50%
58%
34%
46%
55%
16%
11%
5%
5%
63%
45%
74%
19%
28%
60%
43%
2%
12%
40%
55%
26%
79%
33%
4%
4%
23%
2%
0% 20% 40% 60% 80% 100%
Broad Selection
Close Proximity
Healthy Flowers
Time efficiency - Other items available at store
Well organized gardening department
Knowledgeable and helpful staff
Unique flowers
Price
Unique arrangements
Percent of Gardeners
Home Center (n=181)IGC (n=258)Discount (n=92)
Reasons Would Leave/Shop Somewhere Else for Plants
Q21. What reason would most likely make you leave a store and shop somewhere else for flowering
plants.
Q21/22. Reasons you might leave a store and shop somewhere else for flowering plants.
Younger gardeners (<45 yrs)
are more likely to say this
82%
63%
62%
44%
34%
34%
21%
17%
6%
46%
15%
20%
5%
5%
5%
2%
1%
0% 20% 40% 60% 80% 100%
Flowers that seem unhealthy
Narrow selection
Flowers are too expensive
Disorganized gardeningdepartment
Store is too busy
Uneducated sales associate
No unique flowers
Not enough sales associates
No unique arrangements
Percent of Gardeners (n=606)
Main Reason
All Reasons
Q14. In the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden, your patio, etc.?
How Much Spent on Flowers in Past Year - By Primary store
0 20 40 60 80 100 120
Average
Home Depot
Lowes
Wal-Mart
IGC
The most amount is also spent by the more experienced gardener,but not the ‘master gardener’.
6.
• Gardening for ‘function’ ultimately becomes gardening for ‘fun’– It’s a process.
THENGardening main hobbyPride in ‘show’KnowledgeableShared with familyAll agesGarden for funGarden to ‘look at’
NOWLow-priority hobbyPride in ‘curb appeal’Unfamiliar; insecureSolo event – stress reliefPre- and post- kid HH’sGarden for functionGarden to ‘live in’
Primary Reason Garden
Q7b. Which statement best reflects your primary reason for gardening?
12.5%
17.9%
28.2%
24.2%
18.8%
23.1%
23.5%
18.2%
25.0%
28.2%
15.5%
6.1%
0.0%
4.6%
10.2%
39.4%
0% 20% 40% 60% 80% 100%
Master Gardener
Gardening Enthusiast
Casual Gardener
Unenthused Gardener
Feel responsible Add beauty and richness
Relaxing/stress reducing Improves home value
“Zero” for home value!
5.
• There are ‘basics’ and then there is everything else.– Basics = easy, risk-free, familiar– But not pride.
4.
• Plants could be easier if they didn’t suffer from my neglect.– I don’t mind the work, it’s the
commitment that scares me!
Flower Purchases
Q16. What types of flowers have you purchased within the last year?
Change in Gardening Habits/Trends
Q26. Below are statements regarding gardening habits and how they have changed over time. Mark whether you agree or
disagree.
65%
47%
36%
35%
17%
4%
35%
53%
64%
65%
83%
96%
0% 20% 40% 60% 80% 100%
I'm using more perennials than Iused to
I am purchasing flowers thatrequire less watering
I'm using more annuals than Iused to
I am planting more flowers in potsor baskets rather than in the
ground
I am purchasing more large potsor baskets with multiple varietals
already put together for me
I am doing less gardening myselfand paying someone to plant or
maintain flowers
Percent of Gardeners (n=606)
Agree Disagree
3.
• New home owners feel an obligation– Permission marketing!
My first home…
Q13. Which of the following is the primary reason you began flower gardening as an adult?
Emotional Connectivity
• Technically connected yet personally isolated
• “Tech me you love me”
• The need for emotional connectivity
• A culture of emotions
• A need for expression – a craving for personal touch
Primary Reason Garden
Q7b. Which statement best reflects your primary reason for gardening?
2.
• A key point of entry – vegetables!– The stars are aligned!
1.
• Decisions are informed and the information comes at Point of Sale.– Just the facts, please.
Where Look for Gardening Ideas/Inspiration
Q25. Where do you look for gardening ideas or inspiration?
Significantly more important for the less experienced
gardener
I won’t buy it if….
• It looks unhealthy
• No price
• No name
• No sun/shade indicator
No price, no sales. Rain or shine.
When in doubt….
Sun vs. shade above all else
Q24a. Which information is most important to provide on a flowering plant’s label?
What’s wrong with this picture?
Great Expectations
• Convenience oriented to the extreme…– We want what we want when we want
it!
• Get it and forget it
• Savvitivity – more educated and trend savvy
• A product just for me!
Summary….
10. Once a gardener, always a gardener 9. It’s still not about the price 8. The feel-good of gardening 7. Convenience is king. 6. Help your customer go from function to fun 5. There are basics, but then there is pride. 4. It’s not the work, it’s the commitment. 3. New home owners are asking for it! 2. Vegetable-rush 1. It has to come together at Point of Sale!
Methodology
• Two step study. Qualitative focus groups followed by quantitative internet research.
• Qualitative: 6 focus groups were conducted, geographically spread – Southeast, Midwest and Northwest. Groups were 2 hours, and were conducted April 5, 6 and 19, 2010.
• Quantitative: Online facilitated through national consumer panel. 250 total responses.
• In both studies, consumers met the following recruiting requirements:– Purchased minimum of $40 in perennial plants in past year– Not a ‘master’ gardener– Mix of male and female gardeners– Traditional demographic distribution– Traditional marketing research screens
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10. First is function.
Perennials are viewed as the building blocks or enduring structure of the garden, providing lasting definition. The role of annuals is to provide a burst of instant color.
PERENNIALS ANNUALS
Q19_1. Approximately what percent of your flowers in your yard are annuals and what percent are perennials? Please do not include flowering shrubs in your estimate. Base: Have purchased perennial plants within the last year
Flowers in Yard: Perennials vs. Annuals• Perennials account for nearly two-thirds of the flowers in these respondents’ yards.
First is function…
• While color is the ultimate driver of any flower purchase, perennials offer a wide assortment of shape and texture – which provides unique elements in the garden.
• FUNCTION DRIVERS (out of 10 on an agreement scale)
– PROVIDE SPOTS OF COLOR 7.8– PROVIDE TEXTURE, SHAPE and SIZES 7.4– MORE VARIETY IN MY GARDEN 7.2– FILL SPACE 6.6
Q25. (Top2Box (9-10) Summary) Below are some statements related to perennials. Please select your level of agreement with each statement using the scale below. Base: Have purchased perennial plants within the last year
Agreements with Statement: Top Two Box• Female gardeners are more likely to say they plant perennials for variety (color, shape).
Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.
Q25. (Top2Box (9-10) Summary) Below are some statements related to perennials. Please select your level of agreement with each statement using the scale below. Base: Have purchased perennial plants within the last year
Agreements with Statement: Top Two Box• Female gardeners are more likely to say they plant perennials for variety (color, shape).
Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.
Know your audience. If you are selling to the
woman – talk about color, shape and texture. If you are selling to the man – talk about ease of use!
9. With more perceived ‘ease of use’
• Interestingly, perennials are viewed as requiring less labor and maintenance than annuals because of one-time installation, less watering, less weeding if they are mulched, and less dead-heading to keep them blooming.
– Perennials are more forgiving. They seem to thrive on the care that you provide. However, they can go ‘carefree’ – with the amount of time invested in maintaining them directly correlated to years of experience in the garden.
First season Next season
First season Next season
Annuals – amount of work
Perennials – amount of work
Strengths and Weaknesses of Perennials
Positives (+) Negatives (-)Easier to maintain. One-time planting, less watering, less deadheading, less weeding. Short bloom time.
Cost effective/good value in the long-run. More education/knowledge required than annuals.
Hardy, lasting, enduring. Higher initial investment.
Variety in color, shape, textures. Multiplies and invades or crowds other plants.
Share with friends and neighbors – “We have bamboo that must be like the starter culture for great sourdough rolls. Everyone in the neighborhood has benefited.” [Portland]
Grows too large.
Fragrance. Correct pruning necessary to facilitate blooming.
Dead stems etc. require clean-up.
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8. It’s an investment
• Perennials are perceived as more cost effective and a better long-term investment because they are planted once and re-emerge every Spring.
“I buy few annuals anymore because I got tired of having to keep replanting them.” [Portland]
• With that being said, there are varying levels of ‘investment’ that consumers are willing to make.
CAUTION: The younger generation will have their own balance of investment on this –
with ‘instant gratification’ worth
more….
7. Investments are ‘long term’
• Perennials are for people who plan to “STAY PUT”. It is an indicator that you are planning to stay where you are and ‘take up roots’. It is another form of ‘commitment’.
• A woman in her 40’s or 50’s with grown kids.
• Established or settled.
• A sense of purpose.
• Strong sense of pride in home and yard.
• Works smart.
• Committed to improving her environment and neighborhood.
• Fastidious, attention to detail.
• Experience in life and in gardening.
• Very committed to gardening as a hobby.
7. Investments are ‘long term’
• Perennials are for people who plan to “STAY PUT”. It is an indicator that you are planning to stay where you are and ‘take up roots’. It is another form of ‘commitment’.
Like bottles of wine – indicate those that are ‘ready to enjoy now’,
drinkable in 2-3 years, or those that need to be
cellared…
6. Hardy!
• Perennials are a far more forgiving plant. Consumers are drawn to this attractive component of them. LESS RISK! However, the trade off is severe – less bloom time!
– “The one thing that would make these perennials better is if they bloomed all season!”
Hardy! Color!
5. Multiply and Divide….and conquer!
• Because many varieties multiply and have to be divided or thinned, they offer two unique opportunities:
– They can be broken up and moved around to cover more garden space. This speaks to the ‘value’ to the consumer.
– They can be broken up and given to others. This speaks to PRIDE, as the act of sharing is a direct reflection on their success.
• Curiously, this also requires more ‘work’ on the part of the gardener, but does not seem to contribute to an overall sense of commitment required to maintain perennials.
Know your audience! Younger gardeners will appreciate the
ability to divide and spread – it adds value. More mature
gardeners will love the pride that comes from sharing.
4. The ‘whaddayacallit???’
• Blooming bushes such as azaleas, butterfly bushes, lilac bushes, etc. are often defined by consumers as perennial plants. The line between perennial plants and blooming bushes is not well defined.
• Perennials suffer from a lack of common ‘vernacular’. Most varieties are unknown and most perennial growers are hard pressed to name more than a few varieties.
– 50% of the respondents indicated they would buy more perennials if they were more familiar with them. Further – this was a significantly larger barrier for the younger gardener.
• In an age of social networking, a lack of common names inhibits the spread of the word.
What would get gardeners to buy perennials they are not familiar
with…
Q26. When it comes to a perennial you are not familiar with, which of the following would get you to buy it?
Base: Have purchased perennial plants within the last year (Total n=253)
4. The ‘whaddayacallit???’
3. More and more retail outlets.• There appears to be more shopping for perennials within the mass market – ‘table
stakes’ on plant health
Reasons for Store Preference
Q24a. What is the main reason that [INSERT Q23b STORE] is your primary store for perennial plant purchases? Q24b. What are the other reasons [INSERT Q23b STORE] is your primary store for perennial plant purchases?
Base: Have purchased perennial plants within the last year
Home Depot(n=42)
Lowe’s(n=48)
Walmart(n=17)
Local/ Independent
Garden Center(n=112)
It is within close proximity to my home 71% 44% 47% 41%
Gardening department is neat and well organized 50% 56% 35% 25%
Healthy/well cared for plants 45% 54% 12% 71%
Plants that are well labeled with gardening instructions 43% 42% 29% 45%
Broad selection - 'I know I will find what I am looking for' 36% 52% 29% 56%
Knowledgeable and helpful sales associates 33% 31% 6% 56%
The products sold here come with a money back guarantee if I'm not satisfied 33% 35% 24% 25%
It's time efficient - I can purchase other needed items outside of the gardening category 31% 35% 41% 11%
They have the best prices 31% 33% 41% 21%
It is the place I have always shopped for plants 21% 19% 24% 38%
Unique plants I may not find other places 17% 13% 18% 43%
Reasons For Leaving A Store
Q24c. Which of the following would be most likely to make you leave a store and shop somewhere else for perennial plants?Base: Have purchased perennial plants within the last year (Total n=253)
• Unhealthy plants is the most often mentioned reason for why a person would leave a store.
2. Delight vs. confusion
• There is a fine line between providing TOO MUCH product vs. TOO LITTLE product.
– Locations with ‘too much’ become a time-sinking destination.
– Locations with ‘too little’ are quickly dismissed as not offering anything ‘unique’
– ORGANIZATION seems to be key.
“Sometimes I have to drive right by my favorite nursery. They simply have too much! I go there and I can’t leave for hours!”
• Although accepting of purchasing when not in bloom, the decision is easier if there is color/bloom at point-of-sale.
– That said, one experienced gardener expressed concern about the nursery forcing the bloom and how that might affect the plant’s health.
• Store associates or POP that can quickly outline a few perennial combinations that work make the decision process easier.
1. Information seals the deal
• The #1 source for information on perennials is the plant tag – ahead of friends and neighbors. This is different than annuals – where your neighbor is your #1 source of information.
1. Information seals the deal
• The #1 source for information on perennials is the plant tag – ahead of friends and neighbors. This is different than annuals – where your neighbor is your #1 source of information.
• The information that is considered critical is as follows:
• RECOGNIZABLE NAME!• Sun/shade/light needs.
• Color of bloom (to match or contrast with other plants)
• Height and width at maturity (including spacing).
• Time of season it blooms and length of blooming.
• Watering needs.
• Soil conditions
• Temperature tolerance.
A name I knowA name I know
Your perennial guide to success…..
10. First is function
9. With more perceived ‘ease of use’
8. It’s an investment
7. Investments are long term
6. Hardy!
5. Multiply and divide (and conquer!)
4. The “whaddayacallit”
3. More and more retail
2. Delight vs. confusion
1. Information seals the deal!
Why all of the craze???
Concern for the Environment….
Growing your ownVeggies is good!
Economic Pressure…Growing your own
Veggies saves money!
Concern for yourhealth….
Home-grown is the Ultimate ‘chain
of custody’
Methodology
• Two step study. Qualitative focus groups followed by quantitative internet research.
• Qualitative: 6 focus groups were conducted, 2 in each of the following locations – Chicago, IL, Charlotte, NC, and Portland, OR. Groups were 2 hours, and were conducted April 5, 6 and 19, 2010.
• Quantitative: Online facilitated through national consumer panel. 340 vegetable gardener total responses.
• Definition of a ‘new’ vegetable gardener was two years or less of veggie gardening experience.
• In both studies, consumers met the following recruiting requirements:– Purchased minimum of $25 in vegetable plants in past year– Not a ‘master’ gardener– Mix of male and female gardeners– Traditional demographic distribution– Traditional marketing research screens
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Home. Garden.The overwhelming driver of beginning to garden is still purchasing a home. However, contrary to [our] popular believe, vegetable gardening is not necessarily the gateway drug. It is started in tandem with flowers.
My first gardening efforts included
BOTH vegetables and flowers!
Home. Garden.
Young children also inspire vegetable garden planting; it is viewed as a major teaching opportunity.
“My daughter was very excited to plant a vegetable garden and actually talked me into doing it. She doesn’t help me that much, but I’m glad she inspired me to do it!”
A majority of vegetable gardeners had parents who cultivated vegetable gardens. It is a way to reconnect with childhood and family roots.
“We always had a vegetable garden growing up. My mother is deceased and I thought it’s a good way to remember her.” [Charlotte]
Sending vegetable gardening items
home with school kids is a great way
to get parents involved!
Out of sight, but in my mind.
• The drivers of location:– 1. Sun– 2. Convenient access– 3. “out of sight”
• The idea of ‘beautifying’ the vegetable garden was not appealing – as most gardeners viewed this space as purely functional, and therefore an investment in time or dollars to make it more attractive is not a value.– The idea of ‘more attractive’ edibles may not appeal to a gardener for their
‘veggie gardening’. However – the idea of incorporating good-looking edibles into FLOWER beds was not considered and may be highly valuable.
Out of sight, but in my mind.
• It was surprising how many container vegetable gardens there were, even in some households that had yards. The advantages of a patio container garden:
– Closer and more convenient for watering and harvesting.– Protected from deer, rabbits, snakes, etc.– May be the only location that ‘fits the bill’!
Spark interest by merchandising
veggie plants that are great in containers!
Vegetable gardening? Priceless.
• ‘Expense savings’ was never mentioned as a primary motivator of vegetable gardening. In fact, some aren’t sure how much they even save by having a vegetable garden.
• When asked, only 4% of respondents had agreement with the statement that ‘vegetable gardening is an expensive project’.
• It’s more about having fresh, healthy, nutritious, and great tasting vegetables for the family.
“There’s nothing like picking stuff right out of your garden, bringing it inside, and making a big salad with it. You get so much extra pleasure out of the freshness, the fact that you put energy into it, and how great it tastes. [Portland]
• Finally, there is a connection with the outdoors and a sense of environmental sustainability in vegetable gardening [especially in Portland].
• The strengths and weaknesses of vegetable gardening are summarized on the following page
Strengths and Weaknesses of Vegetable Gardening
Positives (+) Negatives (-)
Much better taste Weeding hard work
Healthier eating Watering work and time consuming
Feeling of pride and accomplishment Dealing with critters very frustrating
Self sufficiency Risk of failure
Share with others Failure especially frustrating and disappointing
Enjoy the outdoors
Learning opportunity for children
Encourages kids to eat their vegetables
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10. Which statement best reflects your primary reason for vegetable gardening?
Primary Reason for Vegetable Gardening
Base: Have purchased vegetable plants within the last year (Total n=342)
• Nearly half of vegetable/herb gardeners name better taste as the primary reason they vegetable garden.
Younger gardeners are significantly more likely to be
gardening to save money
S8. Over the last year, about how much did you spend on vegetable/herb plants?
Actual dollars….
Base: Have purchased vegetable plants within the last year (Total n=342)
• On average, our sample spent $73 on their veggie/herb plants. While their total investment was probably higher, they still view this as an inexpensive project.
$73
$70
$85
$92
$66
Mean
Packed full of hardy flavor!
7a. How important is each of these when deciding which tomato variety to plant?
The largest driver of the decision-making process for a variety comes from flavor. Things such as hardiness and disease resistance are also important – more so to the experienced gardener.
Vegetable Plant Shopping
• Consumers still have at the top of their list ‘healthy product’ as the chief barrier to purchase. Not healthy = no purchase.
• Characteristics influencing the purchase decision at point of sale:– Firm, sturdy, straight stalks.– Large size.– Moist, watered and well cared for.– Leaves deep green, not wilted, not brown or yellowing, no bugs.– Good root ball but not root bound.– Some seek out organic, perceived as healthier [especially in Portland].– Flowers or buds [discussed on peppers].– Price considered. Importance varied depending on the gardener.
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5a. 0f the different vegetables/herbs you planted what percent are grown from seed and what percent are purchased as plants?
And seed sales being up???
Base: Have purchased vegetable plants within the last year (Total n=342)
• Respondents report the majority of the vegetables/herbs in their garden were purchased as plants. This is significantly higher in the US, as compared to Canada.
Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.
Canadian gardeners are more
likely than Americans to start
with seeds – but for how long?
Seed vs. plant
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Vs.
• Cost effective
• Poses greater risk
• Experienced gardeners more likely to employ
• Especially associated with cucumbers, squash, carrots
• More patient gardeners
• Convenient
• Greater likelihood of success
• Especially associated with tomatoes and peppers
• Experienced gardeners resort to plants when seeds don’t germinate well
• Some gardeners only use plants; not willing to risk labor and investment
• Instant gratification gardener
Convenience and breadth
Q8a. What stores did you purchase vegetable/herb plants from [this season/last season]?Q8b. Which of these stores would you consider your primary store for vegetable/herb plants?
Independent Garden centers are still favored over individual chains, but the mass market, combined, has the majority of this category.
Vegetable Plant Shopping
• Consumers seem more apt to blame the ‘store’ when something goes wrong with their veggie purchases. Perhaps this is because they see these as easier to grow – and therefore not as subject to their own inadequacies.
• Multiple stores are often shopped over the course of a season. Gardeners leave a store and seek out alternative retail locations when:
– Plants do not look large, hardy, or moist and well cared for.– There is not enough depth in variety within a vegetable [especially important
in tomatoes].– A specific vegetable the gardener wants is not available.– They are seeking a specific variety because it did well last year and it is not
offered.– They want to check prices out elsewhere.
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Home Depot(n=60)
Lowe’s(n=48)
Walmart(n=29)
Local/ Independent
Garden Center(n=145)
It is within close proximity to my home 62% 69% 45% 44%
Healthy/well cared for plants 55% 60% 35% 77%
Broad selection - 'I know I will find what I am looking for' 48% 56% 55% 56%
Gardening department is neat and well organized 43% 58% 28% 23%
Plants that are well labeled with gardening instructions 32% 38% 31% 34%
Knowledgeable and helpful sales associates 28% 33% 10% 56%
It's time efficient - I can purchase other needed items outside of the gardening category 28% 40% 45% 10%
It is the place I have always shopped for plants 23% 27% 7% 32%
The products sold here come with a money back guarantee if I'm not satisfied 22% 42% 14% 13%
They have the best prices 18% 44% 55% 19%
9a. What is the main reason that [Q8b STORE] is your primary store for vegetable/herb plant purchases?9b. What are the other reasons [INSERT Q8b STORE] is your primary store for vegetable/herb plant purchases?
Vegetables/Herbs: Reasons for Store Preference
Base: Have purchased vegetable plants within the last year (Total n=342)
• Gardeners that primarily shop at independent garden centers like the broad selection, well-cared for plants, and helpful staff.
• Those shopping at home centers do so for the close proximity to their homes.
Gardeners were aware of both the Bonnie and Burpee brands. Bonnie stood for the biodegradable pot. Burpee was associated as a heritage brand of higher quality.
The first name in gardening.
15a. What brands of vegetable/herb plants come to mind, regardless of whether or not you have used them? In the box below, please type all brands that you can recall. If you do not know any brands, please check none.15b. Which of the following brands of vegetable/herb plants have you ever heard of?Base: Have purchased vegetable plants within the last year (Total n=342)
Value Expectations: Burpee vs. Non-Branded• In order to understand what kind of premium gardeners might be willing to pay for a branded Burpee plant, we asked a series of questions to determine price expectations for a 4 inch standard size tomato plant.
• The question follows: At what price would you consider this plant to be…– a good value?– getting expensive but would still consider it?– so expensive that you would no longer consider it?– so inexpensive that you would doubt its quality?
• Half of the respondents answered these questions after viewing the Burpee brand (left below) and the other half answered these questions with regard to the non-branded (right below) plant. The comparison of the mean responses are shown on the following slide.
16. Next, we’d like to understand how much you think the following tomato plant might be worth. At what price would you consider this plant (a standard 4" size pot) to be…
Base: Have purchased vegetable plants within the last year
Value Expectations: Burpee vs. Non-Branded• Those viewing the branded Burpee tomato plant expected a higher price, on average, than those viewing
the non-branded tomato plant.– The “good value” price for the Burpee plant was $3.90, almost $0.60 higher than the “good value” price for the non-
branded tomato plant. This translates to about a 17% premium.
Aim for the core!• Concepts and positioning that speaks first and foremost to flavor are the
most interesting to the consumer.
Base: Have purchased vegetable plants within the last year (Total n=342)18. Please indicate how likely you would be to purchase this product idea by using the following 1-10 point scale.
Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.
Old Time Taste – likelihood to purchase 57%Want to grow tomatoes as sweet and plump as those you remember from your childhood? Or how about peppers that are packed with flavor? Burpee now brings you a special collection of those varieties that will deliver that “Old Time Taste” that you enjoy. Like Heirloom varieties, these are packed with great taste, but are easier to grow and more hardy in the garden. Easy to grow and even easier to enjoy!
• CASUAL GARDENER
• Age: 46• Years Gardening: 17• Dollars Spent: $95
A• Dollars Spent: $72 V• Main Motivations:• It is a reflection of me. I feel a
responsibility to beautify it. • Gardening is a way to add value to
my home• Gardening is good for the
environment• Function/Outward driven• PLANTS ONCE FOR VEGGIES
• Main Location: Home Depot*
• ENTHUSIASTIC GARDENER
• Age: 51• Years Gardening: 26• Dollars Spent: $128
A• Dollars Spent: $72 V• Main Motivations: • It is relaxing and reduces stress in
my life.• Gardening helps me be less
stressed• Gardening is a way to express my
creativity• Beauty/Inward driven• PLANTS TWICE FOR VEGGIES
• Main Location: IGC*
It’s all about getting them comfortable.
12. Which of the following best describes the timing of your vegetable and herb gardening?
Repeat visits……
Base: Have purchased vegetable plants within the last year (Total n=342)
Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.
Shifting people to gardening ‘enthusiast increases IGC store
visits.
