Consumer product and service preferences related to landscape retailing

Abstract

Survey data from 788 single-family residences from New England were analyzed to evaluate purchasing preferences and gardening habits. Particular attention was focused on plant attributes and choices of independent garden centers vs. mass merchandisers. Independent garden centers, magazines, and friends were the most important sources of gardening information, while mass merchandisers were relatively unimportant information sources. While consumers trusted information received at independent garden centers, they did not trust mass merchandiser information as much. The most important product and service attributes of retail establishments were well-maintained plants, informative signage, knowledgeable staff, and a wide selection of plant material. Gardening chemicals and fertilizers were purchased at mass merchandisers due to price. Consumers preferred to purchase high-value, long-lived plants (trees and shrubs) at independent garden centers due to higher plant quality and access to knowledgeable staff. When making plant purchases, plant appearance was the most important consideration regardless of whether the plant was an annual, perennial, or woody plant. The presence of flowers on plants was not ranked as influential in making purchase selections, but evidence of new growth, the presence of dark green foliage, and knowledge of a northern-grown source were important. For trees and shrubs, the significance of a plant guarantee and knowledge of a northern-grown source increased in importance in comparison to annuals and perennials.