Consumer Behavior

Hayk Khachatryan, Alicia Rihn, andAlicia Rihn

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

Hayk Khachatryan, Alicia Rihn, andAlicia Rihn

Ornamental landscape plants consist of annuals, perennials, trees, and shrubs that are primarily planted outdoors.

Yan Heng, Marisa Zansler, and Lisa House

Hayk Khachatryan, Alicia Rihn, andAlicia Rihn

Yan Heng, Ronald W. Ward, and Lisa A. House

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

Lawn fertilizers are an important part of healthy lawn maintenance. A healthy lawn benefits the environment (through urban heat dissipation, erosion control, carbon sequestration, and water quality), the community (enhanced safety and value), and private property (improved property value and aesthetics) (Yue et al. 2012).

Hayk Khachatryan, Alicia Rihn, andAlicia Rihn

Both local origin and organic production methods are potential value-added attributes that ornamental plant growers and retailers can use to promote their products.

Hayk Khachatryan, Xuan Wei, Xuan Wei, Alicia Rihn, andAlicia Rihn

Recent pollinator population declines have led to in-depth investigations of the causes behind decreased insect pollinator health and diversity (Goulson 2013; van de Sluijs 2013).

Lijun Angelia Chen andLisa House

This study provides an overview of US food shoppers in 2017 and serves as a benchmark for policymakers and marketers of consumer food and beverage products for analyzing consumer trends in the future. A nationwide sample of 5,993 adults, all primary food shoppers in the United States, completed a survey in 2017 to learn about food-related perspectives and trends. Consumers differ in food shopping outlets, grocery spending, response to food price increases, food-related attitudes, food and beverage consumption patterns, and nutritional perceptions.

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.

Meri Hambaryan, Glory Orivri, Nathan Palardy, John Lai, and Bachir Kassas

Florida’s craft beer industry has undergone explosive growth in the past decade, expanding sixfold from just 66 to 396 breweries, with an estimated economic impact of over $4 billion dollars in 2022. The craft beer sector is primarily small businesses that may lack large domestic breweries' resources and expertise to conduct in-house market research. Trade groups for craft breweries publish market research at the national level but do not often delve into state-specific nuances. This publication provides Florida breweries with data-driven marketing information on Florida beer consumers' purchase frequency, monthly beer expenditure, and preferred places to buy and drink beer. It includes a bulleted list of key consumer insights for craft breweries.

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

This study explores the relationship between consumers’ plant selection behavior (i.e., shopping behavior) and ways that promotions affect subsequent activities. Written by Hayk Khachatryan, Alicia Rihn, and Xuan Wei, and published by the UF/IFAS Food and Resource Economics Department, May 2021.

Sungeun Yoon, Marisa Zansler, andLisa House

This study analyzes consumer responses to price changes in 100% orange juice during the 2022/23–2023/24 seasons. Using Nielsen sales data and a demand model, we estimate price elasticities for Not from Concentrate (NFC) and Reconstituted (Recon) juices. Both types showed elastic demand, with Recon being more price-sensitive. Cross-price elasticity estimates indicate that NFC and Recon are substitutes, but with asymmetric substitution: consumers are more likely to switch to Recon when NFC prices rise than vice versa. As the price gap between the two narrowed, consumers increasingly favored NFC over Recon. These findings highlight the importance of pricing in shaping demand and substitution behavior.

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.

Meri Hambaryan, Glory Oriviri, Candace Lantz, Nathan Palardy, John Lai, andBachir Kassas

Rising consumer interest in locally sourced, sustainably produced products presents an opportunity for breweries to stand out in an increasingly competitive market, as well as for local growers to supply the ingredients for which consumers are willing to pay extra. This publication, the second in a series that seeks to provide Florida breweries with state-specific, data-driven marketing information to help grow their consumer base, explores Florida consumers’ preferences and the premiums that Florida consumers are willing to pay for beer made with local ingredients and sustainability certification. Authors examine how premiums vary across Florida’s largest metro areas: Miami, Tampa, Orlando, and Jacksonville. This information can inform growers of potential market opportunities and brewers of product differentiation strategies. Includes a list of key insights for breweries, growers, and Extension agents. 

Sungeun Yoon, Marisa Zansler, and Lisa House

This publication examines the recent inflation in orange juice prices and consumer responses using Nielsen scanner and orange juice tracker datasets. Orange juice prices experienced high inflation, peaking at 14.1% in January 2023, leading to decreased sales in both volume and dollars. Consumers are aware of the ongoing inflation in orange juice prices and reduced their orange juice purchases in quantity and frequency instead of discontinuing consumption altogether. Despite the significant barrier of high prices, the proportions of active orange juice consumers and those with a positive perception of orange juice remained steady and strong. Marketing efforts emphasizing the health benefits of orange juice continue to be crucial to sustaining consumer perception and demand.

Hayk Khachatryan, Alicia Rihn, andAlicia Rihn

A UF/IFAS numbered Fact Sheet. in support of UF/IFAS Extension program: Citizen awareness of food systems and the environment

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.