Consumer preferences for price, color harmony and level of care information of container gardens
dc.contributor | Starman, Terri W. | |
dc.creator | Mason, Shannon Cecilia | |
dc.date.accessioned | 2010-01-15T00:13:33Z | |
dc.date.accessioned | 2010-01-16T00:37:57Z | |
dc.date.accessioned | 2017-04-07T19:55:19Z | |
dc.date.available | 2010-01-15T00:13:33Z | |
dc.date.available | 2010-01-16T00:37:57Z | |
dc.date.available | 2017-04-07T19:55:19Z | |
dc.date.created | 2007-12 | |
dc.date.issued | 2009-05-15 | |
dc.description.abstract | 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. | |
dc.identifier.uri | http://hdl.handle.net/1969.1/ETD-TAMU-2512 | |
dc.language.iso | en_US | |
dc.subject | container garden | |
dc.subject | cojoint analysis | |
dc.subject | consumer preferences | |
dc.title | Consumer preferences for price, color harmony and level of care information of container gardens | |
dc.type | Book | |
dc.type | Thesis |