Factors Affecting Consumer Preferences and Demand for Ornamental Plants

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