Consumer preferences for price, color harmony and level of care information of container gardens



Journal Title

Journal ISSN

Volume Title



Retail sales of container gardens have increased dramatically in the recent past and rose 8% from 2004 to 2005, to $1.295 billion. The objective of this study was to determine consumer preferences for three attributes of container gardens. A Web-based survey was conducted on 18 Oct. 2006 with 985 respondents. Survey participants invited from an independent garden center?s customer e- mail list were asked to complete a series of questions on a seven point Likert scale. Survey participants also answered questions about past experiences and future purchase intentions with container gardens, as well as demographics. A hierarchical set of levels were used to investigate three attributes of container gardens in a 3 X 3 X 3 factorial conjoint analysis including color harmony, price and care information level provided with the purchase. The surveys were analyzed using conjoint analysis which accounted for 99.8% of the variance in container garden preference. Relative importance decreased from price (70.7%), to care information level (22.9%), to color harmony (6.4%). Survey participants preferred a container garden with a price point of $24.99, extensive information and the complementary color harmony. A significant portion (77.5%) of participants in this study indicated that they would be more likely to purchase a container garden if extensive information was included with the purchase and 84.8% of participants said they would be willing to visit a Website that would provide more information on how to care for and maintain a container garden. Results of this study show that there is a potential to increase the value of a container garden through providing educational material with the purchase.