Consumer Marketing Preferences for Nursery Stock

Abstract

Consumer preferences as influenced by type of packaging, size of container, and price when purchasing landscape/nursery plants were determined. From February to May 1991, nearly 1,100 questionnaires were completed through personal on-site interviews conducted at flower/garden shows and traditional garden centers. Consumers preferred by almost a two to one margin to purchase trees as balled & burlapped stock and by almost a three to one margin, to purchase shrubs in containers. Over 90% of respondants normally purchased nursery plants from garden centers where they make 60% of their plant purchases. Almost half, 48.6% of these same respondants also purchased nursery plants from discount stores where they made 22.8% of their plant purchases. In 1990, 45% of those surveyed spent $100–500 for nursery stock. Respondants were willing to spend an average of $98 on a single tree. The most important factors in purchasing nursery stock were plant quality, availability of professional help, and plant selection. Plant cost and size were less important.