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Hayk Khachatryan

Specialist

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Hayk Khachatryan

Orcid ID0000-0003-2387-3624

Specialist

professor and Extension economist, Department of Food and Resource Economics, UF/IFAS Mid-Florida Research and Education Center

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Publications

thumbnail for publication: Who Is Interested in Purchasing Smart Irrigation Systems?

Who Is Interested in Purchasing Smart Irrigation Systems?

Hayk Khachatryan, Alicia Rihn, Alicia Rihn, Caroline R. Warwick, Caroline R. Warwick, andMichael D. Dukes

This publication is an overview of how different consumer segments perceive smart irrigation technologies and the best promotions to encourage consumers to adopt smart irrigation in their home landscapes. It is designed for landscapers, irrigation specialists, and marketing professionals who work with and are interested in promoting smart irrigation technologies to end consumers. Both Extension faculty and private corporations can use the results to tailor smart irrigation marketing strategies to target relevant customer segments. Consequently, promotions will be more effective at encouraging homeowners to adopt water-saving irrigation technologies.

thumbnail for publication: Effectiveness of Retail Promotions in the Green Industry by Age Group: A Case Study

Effectiveness of Retail Promotions in the Green Industry by Age Group: A Case Study

Hayk Khachatryan, Alicia Rihn, andAlicia Rihn

In the horticulture industry, age has frequently been used to divide and quantify gardeners.  Consequently, identifying how different age groups respond to in-store marketing efforts could aid in capturing additional market share and ultimately improve green industry performance and profitability. In this report, results from a study investigating in-store signage and plant tag information are shared.  Specifically, similarities and differences between younger and older consumers and their visual attention to point-of-sale (POS) information is explored.  Results provide a deeper understanding of how end consumers use POS information while determining their purchases in the retail center. Overall, this EDIS publication is intended to aid green industry growers, marketing intermediaries, and retailers as they design their in-store marketing materials. 

thumbnail for publication: Does Eco-label Format Influence Consumers' Valuation of Fruit-Producing Plants?

Does Eco-label Format Influence Consumers' Valuation of Fruit-Producing Plants?

Hayk Khachatryan, Alicia Rihn, Alicia Rihn, Xuan Wei, andXuan Wei

Consumer demand for environmentally friendly products has increased, and consumers are willing to pay more for environmentally friendly fruit-producing plants. With the increased demand, however, the number and variety of eco-labels describing the environmentally friendly qualities of plants has also increased, which could confuse consumers and decrease label effectiveness. Previous studies found that well-designed eco-labels improve consumer understanding, clarity, and choice. This article summarizes a study that addressed how different eco-label formats (text vs. logo) impact consumer visual attention, preferences, and valuations of fruit-producing plants.

thumbnail for publication: An Introduction to Florida Commodity Enterprise Budgets: A Tool to Improve Farm Business Planning

An Introduction to Florida Commodity Enterprise Budgets: A Tool to Improve Farm Business Planning

Ariel Singerman, Kimberly L. Morgan, Kimberly L. Morgan, Tara Wade, Kevin Athearn, Chris Prevatt, Chris Prevatt, Ariel Singerman, Edward A. Evans, Trent Blare, Trent D. Blare, Hayk Khachatryan, andZhengfei Guan

Enterprise budgets help farmers and ranchers estimate expenses, potential revenue, and profit. UF/IFAS provides enterprise budgets for a variety of Florida-grown commodities. These are typically built collaboratively by economists, horticulturists and agronomists, ranchers, and growers. This publication highlights key aspects of the enterprise budget as a planning tool for farm businesses. Includes links to UF/IFAS enterprise budgets and related documents specific to several Florida commodities.

thumbnail for publication: Florida Pest Management Industry Economic Contributions Report

Florida Pest Management Industry Economic Contributions Report

Hayk Khachatryan, Xuan Wei, and Christa D. Court

Florida's pest management industry is one of the nation’s leaders, accounting for more than 14 percent of pest management establishments in 2021. Among other services, this industry provides insect extermination and control, bedbug extermination, mosquito control, termite extermination and control, and rodent control and extermination. The market share concentration of the Florida pest management industry has increased due to consolidation during the past decade, but the general concentration within the industry has remained relatively low. Most operators are midsize or small and strategically located near densely populated areas. To estimate economic contributions of the Florida pest management industry for the most recent fiscal year, we sent survey questionnaires to more than 3,500 pest control firms and received responses from 764 of them. We then conducted an economic contribution analysis using the IMPLAN© regional economic modeling system and associated databases.

thumbnail for publication: H-2A Workers in Demand in the Ornamental Horticulture Industry

H-2A Workers in Demand in the Ornamental Horticulture Industry

Xuan Wei, Benjamin L. Campbell, Hayk Khachatryan, and Robin G. Brumfield

The US agricultural industry depends on immigrant farm labor, particularly in the specialty crop sector where tasks like harvesting require a lot of labor. Most US farmworkers are from other countries, and almost half are not authorized to work in the United States.  The importance of immigrant labor in meeting the demand for workers in the nursery and floriculture production sector has been further highlighted with this industry's recent growth. This publication offers an overview of the increasing demand for H-2A workers in the ornamental horticulture industry, examines growers' challenges, and explores the underlying factors affecting workers’ participation in the H-2A program. It guides industry stakeholders to monitor changes in immigration policies and labor regulations, including the H-2A program and to adjust labor management practices accordingly. It includes strategies to address  labor challenges and remain competitive in the marketplace.

thumbnail for publication: Consumer Preferences for Florida-Grown Blueberries Part 1: Florida Fresh Blueberry Consumer Behavior—Insights on Shopping Locations, Frequency, and Spending

Consumer Preferences for Florida-Grown Blueberries Part 1: Florida Fresh Blueberry Consumer Behavior—Insights on Shopping Locations, Frequency, and Spending

Younghyeon Jeon, Hayk Khachatryan, Xuan Wei, Xuan Wei, andDouglas A. Phillips

Fresh blueberries have become one of Florida’s fastest-growing agricultural products. This growth aligns with growing consumer interest in local foods. Florida blueberry producers are capitalizing on demand by marketing their products with distinctive branding, particularly the Fresh From Florida logo. State production has met demand, but the Florida blueberry market faces challenges from imports from Mexico and Peru and from other US states. This publication is the first in a series designed to help local growers differentiate Florida-grown fresh blueberries in an increasingly competitive marketplace. It describes research into consumers’ purchasing preferences and awareness of locally grown fresh blueberries and identifies additional labels that can add value to existing ones to strengthen the competitive advantage of Florida-grown blueberries and attract more consumers.

thumbnail for publication: Consumer Preferences for Florida-Grown Blueberries Part 2: Locally Grown Blueberries in the Marketplace—Insights into Florida Consumers' Awareness of Brand Origin and Purchasing Behavior

Consumer Preferences for Florida-Grown Blueberries Part 2: Locally Grown Blueberries in the Marketplace—Insights into Florida Consumers' Awareness of Brand Origin and Purchasing Behavior

Younghyeon Jeon, Hayk Khachatryan, Xuan Wei, Xuan Wei, andDouglas A. Phillips

This is part 3 of the "Consumer Preferences for Florida-Grown Blueberries" series, whose objective is to enhance the marketability and competitiveness of Florida-grown fresh blueberries by analyzing consumers’ preferences for blueberry quality attributes. Audiences include Florida blueberry growers, marketers, and retailers. We identify the most significant attributes on labels and provide recommendations on how to optimize labeling to meet consumer demand and enhance market share. Part 3 focuses on health perceptions of fresh blueberries. Many US consumers seek healthy, sustainable food options like fruits and vegetables, blueberries among them, prompting increases in production, imports, and demand for fresh blueberries over the past decade. This publication aims to help those working to promote healthy dietary patterns better understand the impact of nutrition-related statements on consumer purchasing behavior, ultimately supporting efforts to encourage healthier eating patterns.

thumbnail for publication: People and Ponds: How Can Homeowners Better Understand and Manage Stormwater Ponds?

People and Ponds: How Can Homeowners Better Understand and Manage Stormwater Ponds?

Samiul Haque, Hayk Khachatryan, andMichelle Atkinson

Stormwater ponds are integral to Florida’s landscape, with thousands in residential communities. Excess nutrients, urbanization, shoreline erosion, poor maintenance, and climate changes all add stress and can threaten ponds' key functions in reducing flooding and improving water quality. Despite challenges, stormwater ponds remain crucial for communities. Pond function depends on good management decisions by homeowners and HOA boards. This publication is one of a series on Florida stormwater pond management designed to assist Extension educators in identifying knowledge gaps among homeowners about stormwater ponds. We learned what homeowners in HOA communities know about sustainable pond management and landscaping, examining their understanding of major pond functions, low-maintenance buffer zone requirements, appropriate plant selection, and whether serving on an HOA board influences knowledge levels.

thumbnail for publication: Consumer Preferences for Florida-Grown Blueberries Part 3: Berry Good for You! Unpacking Health Perceptions and Labels on Blueberries

Consumer Preferences for Florida-Grown Blueberries Part 3: Berry Good for You! Unpacking Health Perceptions and Labels on Blueberries

Younghyeon Jeon, Hayk Khachatryan, Xuan Wei, andDouglas A. Phillips

This is part 3 of the "Consumer Preferences for Florida-Grown Blueberries" series, whose objective is to enhance the marketability and competitiveness of Florida-grown fresh blueberries by analyzing consumers’ preferences for blueberry quality attributes. Audiences include Florida blueberry growers, marketers, and retailers. We identify the most significant attributes on labels and provide recommendations on how to optimize labeling to meet consumer demand and enhance market share. Part 3 focuses on health perceptions of fresh blueberries. Many US consumers seek healthy, sustainable food options like fruits and vegetables, blueberries among them, prompting increases in production, imports, and demand for fresh blueberries over the past decade. This publication aims to help those working to promote healthy dietary patterns better understand the impact of nutrition-related statements on consumer purchasing behavior, ultimately supporting efforts to encourage healthier eating patterns.

thumbnail for publication: Factors Affecting Consumer Preferences and Demand for Ornamental Plants

Factors Affecting Consumer Preferences and Demand for Ornamental Plants

Hayk Khachatryan andHee Jung Choi

Ornamental plant retailers face multiple challenges, including identifying their market, analyzing their current and potential consumer base, determining prices, and developing promotional programs to attract new customers. Previous research (Irani et al. 2011; Yue and Behe 2008) has focused on investigating consumer demographic profiles as well as consumers' store choices and their preferences for ornamental plant attributes, such as colors and scents. Research investigating consumption patterns such as seasonal and occasional purchases, repeat-buying habits, and purchase frequency has also benefited the industry by providing useful insights for developing effective marketing strategies. Research in other industries shows that consumers react to incentives, such as relevance and benefits of products and services provided. For example, the food industry is active in promoting the nutritional benefits of their products through various marketing channels, such as labels and advertisement

thumbnail for publication: Household Water Usage and Irrigation Practices

Household Water Usage and Irrigation Practices

Hayk Khachatryan, Alicia Rihn, Alicia Rihn, andMichael D. Dukes

Water scarcity has become a widespread concern due to water pollution issues and drought conditions in the United States (Bennett, Carpenter, and Caraco 2001; Svoboda 2015). Previous research has shown that well and potable (drinking) water are often used by homeowners for indoor and outdoor purposes (Vickers 2001). As a result, one way to develop meaningful programs that lead to water conservation is to understand how consumers use water inside and outside their homes and create incentives for them to conserve water. Residential consumers account for most urban water use (Lee, Tansel, and Balbin 2011), with showers, toilets, and washing machines using the majority of indoor water (Mayer et al. 1999). Regarding outdoor water use, an estimated 75% of US residential water is used outdoors (Brehm, Pasko, and Eisenhauer 2013), with over half of it going to landscape irrigation (or roughly 9 billion gallons per day) (EPA 2016).